The author of the paper tells that marketing in a way existed since the time mankind learned to or managed to produce a surplus. Again in a historical context, in the beginning, the generated surplus existed in the form of agricultural produce that was mostly exchanged or bartered for manufactured goods like pottery or textiles (Bartels, 1976). Eventually, this exchange of goods got centered on certain specific locations that eventually evolved into what is today known as markets. The concept of trade, as it evolved, allowed and stimulated people to specialize in the production of specific goods and services that they could take to markets to exchange with goods and services required by them (Bartels, 1976).
The concept of trade got further transformed with the onset of the Industrial Revolution. The economies started to rely less on agricultural produce and the emphasis gradually begins to shift towards industrial production (Bartels, 1976). In the pre-Industrial Revolution era, the goods and services were produced on a small scale. However, industrialization resulted in a tremendous boost in productivity due to the mechanization of production operations (Bartels 1976).
As a result of these developments, the producers were placed in a position where the local economies could not consume all the goods produced by them. Hence the producers were required to sell their goods and services in the markets spread over large geographical areas. This gave way to a situation where the producers stopped having immediate contact with the markets in which their goods and services were consumed (Tadajewski & Jones, 2008). To assure that the goods and services produced by them would fulfill the needs of the markets that were widely dispersed, it became imperative for the producers to understand and interpret the needs and requirements of the consumers hailing from varied markets (Tadajewski & Jones, 2008).
This led to the foundation of the discipline of marketing.
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