Mbiri ya Mabungwe Olengeza

Bungwe loyamba lolengeza malonda padziko lapansi

Kwa nthawi yaitali malonda onse ankachitidwa pamlomo. Anthu amadziwitsana nkhani zatsopano, amauza za zatsopano ndi zopangidwe ndipo potero adalengeza mankhwala kapena ntchito. Kusintha kunangokhala pambuyo pa kulengedwa kwa ma TV. Ichi chinali malo oyenera, chifukwa chomwe ntchitoyi inabadwa monga wotsatsa, ndipo mabungwe oyambirira malonda adalengedwa. Zonsezi zinayambira ndi nyuzipepala zamapepala ndipo mpaka kumayambiriro kwa zaka za zana la makumi awiri. Ndipo panthawi imeneyo sizinali zowala komanso zosaoneka bwino, koma zolemba zakuda ndi zoyera ndi zithunzi zosaoneka.

Pachiyambi cha bizinesi ya nyuzipepalayi ndi Benjamin Franklin. Iye anakhala wotchuka osati muzandale komanso zasayansi okha, komanso pofalitsa. Mu 1784 ku Philadelphia anayamba kusindikiza nyuzipepala ya tsiku ndi tsiku, yomwe dzina lake linkasonyeza chigawo chake cha malonda - Pennsylvania Packet ndi General Advertiser. "Wofalitsa" omwe ali pamutu wa nyuzipepala iyi akhoza kumasuliridwa kuti "munthu yemwe akuika malonda" ndi "nyuzipepala ndi chilengezo". Kotero, ziri zoonekeratu kuti tanthauzo loyambirira la mawu amakono akuti "malonda" anali "kulengeza" kapena ayi - chidziwitso. Chifukwa cha kuchuluka kwa kufalitsa kwa nyuzipepala, phindu la malonda likuwonjezeka , kwa ofalitsa ndi otsatsa.

Ndiye ndani amene adalenga bungwe loyamba la malonda? Kutsutsana kukuchitikabe pa izi. Funso lofunika kwambiri liri motere: kodi bungwe la nyuzipepala ndi malo osindikizira angakhale ngati bungwe la malonda?

Bungwe la nyuzipepala imeneyi linakhazikitsidwa mu 1842 ndi Warney Palmer, mbadwa ya Pennsylvania. Anayamba ulendo wake m'nyuzipepala, kenako anayambitsa American News Agency. Ikuonedwa kuti ndiyo yoyamba ku bungwe la mayiko (komanso ngakhale padziko) malonda. Palmer, ndithudi, inathandiza kwambiri pakukula bizinesi yamalonda. Iye amalimbikitsa malonda a malonda mu nyuzipepala ndipo amapanga malonda a malonda muzofalitsa zosindikizira ngakhale apo, ndipo osati kungogulitsa malo a nyuzipepala kwa aliyense amene akufuna kuchigula.

Koma kufalikira kwakukulu ndikutanthauzira kuti bungwe loyamba lolengeza ndi NW Ayer & Son. Anakhazikitsidwa ku Philadelphia, ndipo idatha zaka zoposa 100 (kutsekedwa mu 2002).

Asanakhazikitsidwe mabungwe apadera opanga malonda, udindo ndi ntchito za ogwira ntchitozo zinkachitidwa ndi anthu ogulitsa malo - "amalonda omwe amagulitsa malo osindikiza". Agagula anagula malonda kuchokera ku bizinesi, kenako anagulitsa kwa nyuzipepala, zomwe zinali ndi mavuto aakulu okhudzana ndi kupeza malonda ochokera kumidzi ina kapena kumidzi.

Zaka zinayi pambuyo pake, chida chatsopano cha bizinesi yowalonda - James Thompson. Anagula bungwe kuchokera kwa omwe kale ankagwira ntchito, yemwe ankakonda kugwira ntchito monga auntiant. Nthambi iyi imadzionetsanso kukhala yoyamba. Inakhazikitsidwa mu 1864 ku New York, zaka zisanu zapitazo kuposa bungwe la NW Ayer & Son. James Thompson anagula bizinesi ya $ 1,300. Anamutcha dzina lake J. Walter Thompson ndipo anabweretsa pamwamba pa bizinesi ya malonda. A bungwe loyamba lapadera pa malonda. Zinali patsogolo pazinthu zamakono zamakono: iwo anali oyamba kulemba ndondomeko yachuma ya malonda a malonda, anayamba kugwiritsa ntchito akazi ndipo anali oyamba kupanga pulogalamu ya pa TV. Ofesi ya Thompson tsopano ndiyo bungwe lalikulu kwambiri la malonda ku America ndipo ndi imodzi mwa mabungwe anayi akuluakulu owonetsera malonda padziko lapansi.

Mabungwe oyambirira a mtundu uwu anali ochepa okha pa ntchito yapakatikati. Ogwira ntchito a bungwe, monga lamulo, anali ochepa kwambiri, popeza sanalengeze malonda. Wothandizira woteroyo adangogwiritsidwa ntchito pokhapokha kugawidwa kwa malonda mu nyuzipepala. Ndipo mu 1891 kokha ku New York gulu loyamba lolengeza ndi utumiki wathunthu unakhazikitsidwa. George Batten, wotsogolera bungwe la bungweli, adaitanidwa kukagwira ntchito ndi kuphatikiza malemba, ndi mafanizo ophunzitsidwa. Zotsatira zake, bungweli linapereka mautumiki pakuphatikiza malemba, mapangidwe, kukonzekera zofalitsa zosindikizira ndi kuziyika mu nyuzipepala kapena m'magazini. Kampani ya Batten inali yopambana kwambiri. Ndipo bungwe limeneli linayenera kukhala mmodzi wa mabungwe opanga malonda kwambiri m'zaka za m'ma XX.

Bungwe loyamba lolengeza ku Russia


Kugulitsa malonda ku Russia kunayambira patsogolo pokhapokha kuthetsa serfdom. Ngati zisanachitike zisindikizidwe mu nyuzipepala za boma, tsopano zakhala zenizeni kuti zifalitse nyuzipepala pamalonda a otsatsa.

Pambuyo pake, mabuku osiyanasiyana anayamba kutseguka, ndipo mu 1878 bungwe loyamba lolengeza ku Russia linakhazikitsidwa - Central Bureau of Declarations. Woyambitsa wake anali Ludwig Metzl (iye anali wochokera ku chiyambi cha Czech). Ntchito za bungwe loyamba la malonda ndizo: kulandiridwa kwa malonda a zosiyana ndi malo awo mu nyuzipepala. Poyamba, Metzl ankagwira ntchito ndi mabuku ena, koma atayamba, adalandira msika wa nyuzipepala ya ku Moscow. Ndipo kumayambiriro kwa zaka za m'ma XX, nthambi za bungwe la malondazi zinalipo kale ku Warsaw, ku New York, ku Berlin, ndi ku Paris.

Uwu ndiwo ntchito yoyamba yomwe malemba ad adalengedwa ndi akatswiri. Pambuyo pa Metzl, makina osindikizira a ku Russia sanalandire ndalama zotere ndipo analipo ndi ndalama kuchokera kwa olembetsa. Ntchito ya Metzl inakhazikitsanso mwamsanga malonda ku madera akutali a dzikoli, izi zinakhudza kwambiri chuma cha Russia.

Nthambi ya Metzl inalimbikitsa osati makampani akunja okha, komanso idalimbikitsa bizinesi yake, kukopa makasitomala atsopano ku malo osindikiza. Patapita nthawi, ofesi ya malonda inasandulika ku Russia Joint Stock Company of Declarations ndipo, motero, inakula mautumiki ake osiyanasiyana. Tsopano antchito ogwira ntchito amagulitsa malemba, amagwira ntchito yopanga zilembo, kumasuliridwa m'zinenero zina, komanso kukongoletsa kwa malonda a nyuzipepala. Dipatimenti yapaderayi inayambitsa njira zowonetsera malonda ndi njira zotsatsa. Nonse mwinamwake mukudziwa mawu akuti "malonda - injini ya malonda" - izi ndizonso zopangidwa ndi bungwe loyamba la malonda Metzl. Mawu awa, monga akunenera, anapangidwa ndi mtsogoleri wamkulu wa kampani VA Polyakov.