In world practice marketing has appeared not at once. It — result of long-term evolution of sights of managers on the purpose, problems, methods of development of manufacture and sale. In the remote past the shoemaker who hammered into a jamb of a door of the workshop a nail and has hung up on it to steam of repaired boots, has started to use separate methods of advancement of a product though the term "marketing", as well as the concept of marketing, has appeared much later. The big influence on formation of the concept of marketing was rendered by the scientific and technical progress providing an enormous variety of the goods, high rates of their updating, efficient control manufacture and marketing.
Marketing evolution is entered in evolution of development of the administrative concept which has passed through following stages: the industrial concept, the grocery concept, the sale concept, the concept of marketing and the concept of socially-ethical marketing. The grocery concept recognises that consumers are favourable to a product with the best consumer properties, therefore the organisation should improve it continuously. However always it is necessary to remember, that the given product as that, and the decision of the problems with its help is necessary to consumers not. Moreover, even the advanced product will not go in the market, if the manufacturer does not undertake measures to make its more attractive by means of design, packing and the price if will not organise товародвижение on convenient channels of distribution, will not involve attention of those to whom the given product is necessary, and will not convince these people of excellent qualities of this product. Differently, the given concept can lead to " marketing short-sightedness». For example, the management of the railway company can lose clients who can be switched to use of other types of transport if thinks, that the train, instead of moving to certain settlements is necessary to clients. The industrial concept recognises that to make the product which has liked consumers accessible for a wide range of consumers, it is necessary to raise a production efficiency and distributive system. The given concept of management is fruitful in two cases: when demand exceeds the offer and when for reduction of excessively high price it is necessary to place emphasis on productivity increase. The sale concept recognises that the consumer will not buy organisation products in sufficient volume if it does not undertake sufficient efforts on their advancement and sale. The given concept usually is used with reference to the goods of passive demand (the insurance, the encyclopaedia, sepulchral sites, etc.), i.e. to the goods which the buyer in normal conditions usually to get is not going to. Apply the given concept and in sphere of noncommercial activity. For example, the political party strenuously imposes to voters of the candidate as excellent approaching on this elective office. The marketing concept — system of the basic ideas, positions of marketing activity which recognises that achievement of the purposes of the organisation depends on that, how much it has successfully studied inquiries of consumers and has satisfied them most full and effectively in comparison with competitors. So, one of the companies has expressed the main idea of the concept of marketing as follows: «We will not feel satisfactions while it is not tested by you». It is impossible to confuse with each other the concept of marketing and the concept of sales. Object of the basic attention of the first — target clients with their requirements, the organisation makes that brings the greatest advantage to consumers; the second — an organisation product on which realisation the main efforts go. The concept of socially-ethical marketing has been considered above. Each of these concepts is to some extent applied and now. It is possible to consider development of marketing from the point of view of its stage-by-stage internationalisation. From the schedule the company follows, that, gradually expanding volume of industrial-commercial activity, in the beginning has overstepped the bounds of that region where it is located, and has extended marketing activity all over the country. The international marketing already begins at simple export activity, at a following stage it is connected with creation of affiliated firms, branches, branches in separate foreign countries. Further the international corporations with the branches scattered worldwide, and with the headquarters located in one country are formed. Global marketing assumes, that in the future there will be a free moving of material assets, a labour and the capital worldwide. The first step in development of global marketing is creation of uniform Europe.
