INTRODCUTION TO MAREKTING

DEFINITIONS OF MARKETING THROUGH YEARS

The question here arises is why are we discussing then marketing definitions through 100 years, this because the meaning of marketing has changed over all these years. Before the start of 20th century marketing had no separate meaning than selling and buying. 

Even today, my grandparent would tell "we had gone to market, to do some marketing". It was assumed that since we go to market for buying things, marketing would mean the act of buying.

But, is it so?

Actually, it is more than just that. The buying and selling is the outcome we expect when after we have explored the marketing concepts.

Definitions from 1920-30:
Marketing may be defined as the process of transferring goods through commercial channels from producer to consumer (Brown, 1925, p. 3). 

Years - 1930-40

Marketing, then, has broadened out in its scope so that in addition to touching the physical activities of distribution at many points, it reaches back into product manufacture as well (Collins, 1930, pp. 19-20).

Years - 1940-50
 Marketing is the economic process by means of which goods and services are exchanged and their values determined in terms of money prices. The term “process” implies activity - coordinated groups of activities, in fact, having a definite purpose - the purpose being to move goods from points of production to points of ultimate use, not simply in a physical sense, but in such a way as to facilitate the maximum satisfaction of consumers' wants.

 

Years - 1950-60

"Marketing," in a business sense, has a meaning somewhat distinct from its meaning as an aspect of the social order. It is the economic process by means of which goods and services are exchanged and their values determined in terms of money prices. The term "process" implies activity - coordinated groups of activities, in fact, having a definite purpose - the purpose being to move goods from points of production to points of ultimate use, not simply in a physical sense but in such a way as to facilitate the maximum satisfaction of consumers' wants (Duddy & Revzan, 1953, p. 6).

Years - 1960-70
Marketing is the analyzing, organizing, planning, and controlling of a firm’s customer-impinging resources, policies, and activities with a view satisfying the needs and wants of chosen customer groups at a profit (Kotler, 1967, pp. 3, 5-6, 12).

Years - 1970-80
 Marketing defined: The purposeful management of the products and services, the prices and the promotional and distribution activities of a business organization according to the preferences of some market or market segment and in a manner calculated to achieve the objectives of the business (Gist, 1971, pp. 11-12).

 

Years - 1980's onwards

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (1985, AMA Definition of Marketing).

Current definition - 2013 

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Approved July 2013; 2013, AMA Definition of Marketing). 



Even after reading so many definitions, I am still not satisfied with the current definition followed today, since it still lacks various aspects of marketing which are core to the subject. Marketing is such a field which cannot be defined in few phrases, though great authors have tried to come close to put altogether, but there always will be some part which still will remain vague. Blame it on the technological advancements, changing customer moods or on the marketer.