Marketing and market orientattion 2021-year what is marketing ?

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What is the basis of marketing? The puzzle of marketing is that it is the youngest business science, despite being one of the oldest activities of mankind. Baker (1976)

There are several to rote for marketing, and almost every book about marketing authors give their own definitions of marketing. Marketing is the process of increasing the value of a company as a result of the exchange of goods, products or services between the seller and the buyer.

As a result of a profitable exchange, the buyer satisfies the need for any product, good or service, and the seller sees his profit.


    • Attracting new customers for a product, product, or service is to meet their ever-changing needs while retaining old customers by offering them high consumer quality.

The purpose of marketing
    • Identifying the needs and requirements of each market, choosing from among which their companies can provide a higher level of service than other competitors. This is to increase the company’s overall profitability by producing high quality products for the company and consequently meeting the needs of the consumers.

The main task of marketing


  • Marketing has gained its reputation as a concept of managing the actions of market entities in a competitive environment due to its effective application in both commercial and non-commercial areas. Emerging as an independent science in the early twentieth century, it has rightly taken its rightful place among the achievements of economics and business practice. The successful operation of each market entity in a competitive environment has a positive impact on overall well-being, which in many ways depends on effective marketing management of the relevant entities.


  • Necessary conditions for the emergence of marketing in the late nineteenth century. “wild market” (unorganized competition, ignorance of consumer needs, concentration of industrial and commercial capital, monopoly, etc.) and antitrust law or state regulation of the market.
  • In 1902, teaching marketing as a science was introduced in U.S. universities.
  • The years 1910-1920 are marked by the beginning of the development of a coherent theory of market regulation instruments.


  • The stages of development of marketing as a science are closely related to the stages of market development and the market orientation of the firm.
  • The first stage is related to the fact that it is focused on production (it lasted until about 30 years), that is, the firm's activities are focused on the use of production opportunities. Thus, at the moment, demand significantly exceeds demand, and therefore any manufacturer can sell its product (not the quality of the product, but its quantity plays an important role). There is competition among customers.
  • The second stage is related to the trade direction (1930-1959). The basic idea of ​​this concept was that in order for a product to be in demand, a major marketing effort had to be made. Firms have begun to use a variety of ways to sell their products - from aggressive (from coercive to one-time purchases) to directing consumers to long-term purchases.


  • Later, a “consumer concept” based on the wishes and preferences of the consumer emerges (late 70s). If the trade is made by studying the market situation and needs before production, the trade will be successful. The firm’s focus on the direct needs of the individual often contradicted the long-term well-being of society as a whole, which led to the need to focus on socio-ethical marketing (1980s). This concept is characterized by: produces or harms society in any way, then such production must be eliminated or replaced. All of this is possible in a society with a thriving market that has gone through mass marketing for many years.

This independent work was prepared by Ergashev Davron

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