Microsoft Word marketing doc

1.4 EVOLUTION OF MARKETING 
There are different stages in the development of marketing. 
STATE OF SELF-SUFFICIENCY 
In this stage small families as production units aimed at self-sufficiency 
and they met all their own need for food, clothing and shelter. 
STAGE OF PRIMITIVE COMMUNISM 
In this stage the custom was that one who had more than others was to 
share his surplus with all others till every one had equal quantity. In a few 
societies, the person had no personal right to his acquisition. It had to be 
divided among the people in his village. In these two stages there was no 
exchange and hence no marketing. 
BARTERING STAGE 
In this stage a family or village could not meet all its needs and therefore 
had to take the surplus of what it produced in excess of its needs and entered 
into a bartering relationship with others. Thus, trade commenced due to the 
production of surplus. This necessiated a search of such people who had 
surpluses and who desired to exchange them for what the “searchers” had and 
than negotiations between the two parties started. 
MONEY ECONOMY STAGE 
The emergence of money, a common medium of exchange, quickened 
the pace of trade. It gave a durable base for operation of local markets. In this 
stage, every product is being valued in the terms of money. 
STAGE OF CAPITALISM 
In the stage of early capitalism where production began not only for 
meeting the own and family needs but also for making profit. This gave the 
way for production centers and employment of people to facilitate the 
distribution of goods produced. The knowledge of marketing helps in 
understanding consumer needs, optimum utilisation of all resources, providing 
the most suitable product to consumer leading to better standard of living and 
economic growth. 

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