Histoire et définition du marketing

1.1 HISTOIRE DU MARKETING
Le marketing aurait connu ses premières heures au XVIIe siècle. La petite
histoire voudrait qu'un marchand de vin du Bordelais ait commencé à
adapter son offre en fonction des différents pays avec lesquels il commerçait,
et ce, à la suite d'une simple observation. Ce négociant a ainsi
fait du marketing sans réellement le savoir.
Plus objectivement, nous pouvons situer l'apparition du marketing au
début du xxe siècle. À cette époque, les problématiques rencontrées par
les entreprises sont liées à l'acheminement des produits. L'objet même
du marketing - l'écoulement du produit - ne tient pas compte des attentes
éventuelles des clients. La demande est alors globalement supérieure
à l'offre surtout après la Seconde Guerre mondiale. C'est une époque
bénie pour les industriels : les produits sont peu différenciés et se focalisent
sur les besoins les plus rentables. Les préoccupations des entreprises
peuvent se résumer ainsi : produire et distribuer. C'est le marketing
de la distribution.
Le marketing connaît ses premières évolutions à partir de la crise de
1 929 et pendant les trente glorieuses. Pour la première fois de l 'histoire
les capacités de production sont équivalentes à la demande. Les clients
n' achètent plus spontanément les produits : il faut donc les inciter à le
faire. L'entreprise ne s'intéresse toujours pas aux attentes des consommateurs
mais va chercher à les influencer à travers la publicité et surtout
grâce à des actions commerciales et au développement des forces de
vente. C'est le marketing de la vente.

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