Actual problems of innovative economy and law

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Hierarchy of marketing concepts: logical-historical analysis

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УДК: 338.45:339.138:339.9

DOI: https://doi.org/10.36887/2524-0455-2021-1-13

Ослопова Марина Валеріївна
здобувач кафедри організації виробництва, бізнесу та менеджменту, Харківський національний технічний університет сільського господарства імені Петра Василенка
ORCID ID: 0000-0002-6544-1902
Данько Юрій Іванович
доктор економічних наук, професор, проректор з наукової роботи,
Сумський національний аграрний університет
ORCID ID: 0000-0002-9847-1593

The article proves that the development of the marketing concept is influenced by the modification of business thinking based on changes in customer demand and the external marketing environment.

The evolution of the marketing concept in terms of changes in business philosophy is presented. Using the approach to marketing as a philosophy, rather than as a function allowed to obtain the following periodization: Stage 1 – the philosophy of production (1850 – 1900’s), which is based on the dominance of price factors combined with an effective distribution strategy. Stage 2 – the philosophy of the product (1900 – 1930), it is formed by technological change, increasing the development of innovative products in excess of demand over supply. Stage 3 – the philosophy of sales (1930 – 1950), formed in response to changes in the competitive interaction of economic entities based on the idea of the feasibility of a clear separation of functions of production and sales in the organizational structure of enterprises. Stage 4 – the philosophy of marketing (the second half of the twentieth century. – The beginning of the XXI century.), Focuses on identifying the unconscious needs of the consumer, business orientation is shifting from product to market. Stage 5 – the philosophy of social marketing (late twentieth century – early twenty-first century), based on awareness of the conflict between short-term consumer needs and long-term interests of society, the guideline of business is the harmonization of business goals with society’s needs. Stage 6 – the philosophy of holistic marketing (XXI century), the latter is a combining view of marketing activities that combines internal marketing, efficiency marketing, integrated marketing and relationship marketing.

The periodization of the stages of formation of the modern marketing concept proposed in the work allows to get an integrated understanding of the dynamics of characteristics and preferences of customers and the inevitability of making adjustments to the mechanisms and strategies of business management. In this case, the existing philosophical approaches form a hierarchy, while the latter are considered higher than those that existed before, during the formation of market variables. Thus, the movement of the organization from early philosophy to modern means improving business practices by meeting the needs of the market of a certain historical period with a specific type of customers.

Keywords: marketing, marketing concept, logical-historical analysis.

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The article was received 23.11.2020

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Danko Y., Oslopova M.. 23.11.2020. Hierarchy of marketing concepts: logical-historical analysis. The journal "Actual problems of innovative economy and law". 2021 / #1. 78-82pp. https://doi.org/10.36887/2524-0455-2021-1-13

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Danko Y., Oslopova M.. "Hierarchy of marketing concepts: logical-historical analysis". The journal "Actual problems of innovative economy and law". 23.11.2020. https://doi.org/10.36887/2524-0455-2021-1-13

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