Marketplace
A marketplace, market place, or just market, is a location where people regularly gather for the purchase and sale of provisions, livestock, and other goods. In different parts of the world, a marketplace may be described as a souk, bazaar, a fixed mercado, itinerant tianguis, or palengke. Some markets operate daily and are said to be permanent markets while others are held once a week or on less frequent specified days such as festival days and are said to be periodic markets. The form that a market adopts depends on its locality's population, culture, ambient, and geographic conditions. The term market covers many types of trading, such as market squares, market halls, food halls, and their different varieties. Thus marketplaces can be both outdoors and indoors, and in the modern world, online marketplaces.
Markets have existed for as long as humans have engaged in trade. The earliest bazaars are believed to have originated in Persia, from where they spread to the rest of the Middle East and Europe. Documentary sources suggest that zoning policies confined trading to particular parts of cities from around 3000 BCE, creating the conditions necessary for the emergence of a bazaar. Middle Eastern bazaars were typically long strips with stalls on either side and a covered roof designed to protect traders and purchasers from the fierce sun. In Europe, informal, unregulated markets gradually made way for a system of formal, chartered markets from the 12th century. Throughout the medieval period, increased regulation of marketplace practices, especially weights and measures, gave consumers confidence in the quality of market goods and the fairness of prices. Around the globe, markets have evolved in different ways depending on local ambient conditions, especially weather, tradition, and culture. In the Middle East, markets tend to be covered, to protect traders and shoppers from the sun. In milder climates, markets are often open air. In Asia, a system of morning markets trading in fresh produce and night markets trading in non-perishables is common.
Today, markets can also be accessed electronically or on the internet through e-commerce or matching platforms. In many countries, shopping at a local market is a standard feature of daily life. Given the market's role in ensuring food supply for a population, markets are often highly regulated by a central authority. In many places, designated marketplaces have become listed sites of historic and architectural significance and represent part of a town's or nation's cultural assets. For these reasons, they are often popular tourist destinations.
Etymology
The term market comes from the Latin mercatus. The earliest recorded use of the term market in English is in the Anglo-Saxon Chronicle of 963, a work that was created during the reign of Alfred the Great and subsequently distributed, copied throughout English monasteries. The exact phrase was "Ic wille þæt markete beo in þe selue tun", meaning "I desire that there be a market in the same town".History
In prehistory
Markets have existed since ancient times. Some historians have argued that a type of market has existed since humans first began to engage in trade. Open air and public markets were known in ancient Babylonia, Assyria, Phoenicia, Greece, Egypt, and the Arabian peninsula. However, not all societies developed a system of markets. The Greek historian Herodotus noted that markets did not evolve in ancient Persia.Across the Mediterranean and Aegean, a network of markets emerged from the early Bronze Age. A vast array of goods were traded, including salt, lapis lazuli, dyes, cloth, metals, pots, ceramics, statues, spears, and other implements. Archaeological evidence suggests that Bronze Age traders segmented trade routes according to geographical circuits. Both produce and ideas travelled along these trade routes.
In the Middle East, documentary sources suggest that a form of bazaar first developed around 3000 BCE. Early bazaars occupied a series of alleys along the length of the city, typically stretching from one city gate to a different gate on the other side of the city. The bazaar at Tabriz, for example, stretches along kilometers of street and is the longest vaulted bazaar in the world. Moosavi argues that the Middle Eastern bazaar evolved in a linear pattern, whereas the market places of the West were more centralised. The Greek historian Herodotus noted that in Egypt, roles were reversed compared with other cultures, and Egyptian women frequented the market and carried on trade, while the men remained at home weaving cloth. He also described the Babylonian marriage market, an account that inspired an 1875 painting by Edwin Long.
In antiquity
In antiquity, markets were typically situated in the town's centre. The market was surrounded by alleyways inhabited by skilled artisans, such as metal workers, leather workers, and carpenters. These artisans may have sold wares directly from their premises, but also prepared goods for sale on market days.Across ancient Greece, market places were to be found in most city states, where they operated within the agora. Between 550 and 350 BCE, Greek stallholders clustered together according to the type of goods carried – fish-sellers were in one place, clothing in another, and sellers of more expensive goods such as perfumes, bottles, and jars were located in a separate building. The Greeks organised trade into separate zones, all located near the city centre and known as stoa. A freestanding colonnade with a covered walkway, the stoa was both a place of commerce and a public promenade, situated within or adjacent to the agora. At the agora in Athens, officials were employed by the government to oversee weights, measures, and coinage to ensure that the people were not cheated in market place transactions. The rocky and mountainous terrain in Greece made it difficult for producers to transport goods or surpluses to local markets, giving rise to the kapēlos, a specialised type of retailer who operated as an intermediary purchasing produce from farmers and transporting it over short distances to the city markets.
In ancient Rome, trade took place in the forum. Rome had two forums: the Forum Romanum and Trajan's Forum. Trajan's Market at Trajan's forum, built around 100–110 CE, was a vast expanse, comprising multiple buildings with shops on four levels. The Roman forum was arguably the earliest example of a permanent retail shopfront. In antiquity, exchange involved direct selling via merchants or peddlers and bartering systems were commonplace. In the Roman world, the central market primarily served the local peasantry. Market stall holders were primarily local primary producers who sold small surpluses from their individual farming activities and also artisans who sold leather goods, metalware and pottery. Consumers were made up of several different groups; farmers who purchased minor farm equipment and a few luxuries for their homes and urban dwellers who purchased basic necessities. Major producers such as the great estates were sufficiently attractive for merchants to call directly at their farm gates, obviating the producers' need to attend local markets. The very wealthy landowners managed their own distribution, which may have involved importing and exporting. The nature of export markets in antiquity is well documented in ancient sources and archaeological case studies.
At Pompeii, multiple markets served the population of approximately 12,000. Produce markets were located in the vicinity of the Forum, while livestock markets were situated on the city's perimeter, near the amphitheatre. A long narrow building at the north-west corner of the Forum was some type of market, possibly a cereal market. On the opposite corner stood the macellum, thought to have been a meat and fish market. Market stall-holders paid a market tax for the right to trade on market days. Some archaeological evidence suggests that markets and street vendors were controlled by the local government. A graffito on the outside of a large shop documents a seven-day cycle of markets: "Saturn's day at Pompeii and Nuceria, Sun's day at Atella and Nola, Moon's day at Cumae", etc. The presence of an official commercial calendar suggests something of the market's importance to community life and trade. Markets were also important centres of social life.
In medieval Europe
In early Western Europe, markets developed close to monasteries, castles or royal residences. Priories and aristocratic manorial households created considerable demand for goods and services, both luxuries and necessities, and also afforded some protection to merchants and traders. These centres of trade attracted sellers which would stimulate the growth of the town. The Domesday Book of 1086 lists 50 markets in England; however, many historians believe this figure underestimates the actual number of markets in operation at the time. In England, some 2,000 new markets were established between 1200 and 1349. By 1516, England had some 2,464 markets and 2,767 fairs, while Wales had 138 markets and 166 fairs.From the 12th century, English monarchs awarded a charter to local Lords to create markets and fairs for a town or village. A charter protected the town's trading privileges in return for an annual fee. Once a chartered market was granted for specific market days, a nearby rival market could not open on the same days. Fairs, which were usually held annually, and almost always associated with a religious festival, traded in high value goods, while regular weekly or bi-weekly markets primarily traded in fresh produce and necessities. Although a fair's primary purpose was trade, it typically included some elements of entertainment, such as dance, music, or tournaments. As the number of markets increased, market towns situated themselves sufficiently far apart so as to avoid competition, but close enough to permit local producers a round trip within one day. Some British open-air markets have been operating continuously since the 12th century.
A pattern of market trading using mobile stalls under covered arcades was probably established in Italy with the open loggias of italic=no designed and constructed by Giovanni Battista del Tasso ; italic=no, Florence, designed by Giorgio Vasari ; and italic=no by Giulio Parigi.
Braudel and Reynold have made a systematic study of European market towns between the thirteenth and fifteenth century. Their investigation shows that in regional districts markets were held once or twice a week while daily markets were common in larger cities. Over time, permanent shops began opening daily and gradually supplanted the periodic markets, while peddlers or itinerant sellers continued to fill in any gaps in distribution.
During the Middle Ages, the physical market was characterised by transactional exchange. Shops had higher overhead costs, but were able to offer regular trading hours and a relationship with customers and may have offered added value services, such as credit terms to reliable customers. The economy was primarily characterised by local trading in which goods were traded across relatively short distances.
Beach markets, which were known in north-western Europe, during the Viking period, were primarily associated with the sale of fish. From around the 11th century, the number and variety of imported goods sold at beach markets began to increase. giving consumers access to a broader range of exotic and luxury goods. Throughout the medieval period, markets became more international. The historian, Braudel, reports that in 1600, grain moved just 5–10 miles; cattle 40–70 miles; wool and wollen cloth 20–40 miles. However, following the European age of discovery, goods were imported from afar – calico cloth from India, porcelain, silk and tea from China, spices from India and South-East Asia and tobacco, sugar, rum and coffee from the New World.
Across the boroughs of England, a network of chartered markets sprang up between the 12th and 16th centuries, giving consumers reasonable choice in the markets they preferred to patronise. A study on the purchasing habits of the monks and other individuals in medieval England suggests that consumers of the period were relatively discerning. Purchase decisions were based on purchase criteria such as the consumer's perceptions of the range, quality, and price of goods. Such considerations informed decisions about where to make purchases and which markets to patronise.
As the number of charters granted increased, competition between market towns also increased. In response to competitive pressures, towns invested in developing a reputation for quality produce, efficient market regulation and good amenities for visitors such as covered accommodation. By the thirteenth century, counties with important textile industries were investing in purpose built halls for the sale of cloth. London's Blackwell Hall became a centre for cloth, Bristol became associated with a particular type of cloth known as Bristol red, Stroud was known for producing fine woollen cloth, the town of Worsted became synonymous with a type of yarn; Banbury and Essex were strongly associated with cheeses.
In the market economy, goods are ungraded and unbranded, so that consumers have relatively few opportunities to evaluate quality prior to consumption. Consequently, supervision of weights, measures, food quality, and prices was a key consideration. In medieval society, regulations for such matters appeared initially at the local level. The Charter of Worcester, written between 884 and 901 provided for fines for dishonest trading, amongst other things. Such local regulations were codified in 13th century England in what became known as the Statute of Winchester. This document outlined the assizes for 16 different trades, most of which were associated with markets – miller, baker, fisher, brewer, inn-keeper, tallow-chandler, weaver, cordwainer, etc. For each trade, regulations covered such issues as fraud, prices, quality, weights, and measures and so on. The assize was a formal codification of prior informal codes which had been practised for many years. The courts of assize were granted the power to enforce these regulations. The process of standardizing quality, prices and measures assisted markets to gain the confidence of buyers and made them more attractive to the public.
A sixteenth century commentator, John Leland, described particular markets as "celebrate", "very good", "quik", and conversely as "poore", "meane", and "of no price". Over time, some products became associated with particular places, providing customers with valuable information about the types of goods, their quality and their region of origin. In this way, markets helped to provide an early form of product branding. Gradually, certain market towns earned a reputation for providing quality produce. Today, traders and showmen jealously guard the reputation of these historic chartered markets. The 18th century commentator Daniel Defoe visited Sturbridge fair in 1723 and wrote a lengthy description which paints a picture of a highly organised, vibrant operation which attracted large number of visitors from some distance away. "As for the people in the fair, they all universally eat, drink and sleep in their booths, and tents; and the said booths are so intermingled with taverns, coffee-houses, drinking-houses, eating-houses, cookshops &c, and all tents too, and so many butchers and higglers from all the neighbouring counties come in to the fair every morning, with beef, mutton, fowls, bread, cheese, eggs, and such things; and go with them from tent to tent and from door to door, that there is no want of provision of any kind, either dress'd or undress'd."