Evolution of Modern Marekting

Evolution of Modern Marekting

Marketing has been defined in many ways by marketing gurus. Some defined it as the set of activities to promote  & sell the products and services while other defined it as the process of management through which the goods reaches from production to consumption. 

Since the evolution of marketing when it was considered the goods will sell itself to the modern marketing- Relationship Marketing.

PRODUCTION MARKETING: THE PRODUCT WILL SELL ITSELF

The 19th century witnessed industrial revolution which made the products available in plenty. And hence in 18th century & early years of 1900, the marketing was considered as a process of facilitating the distribution of products and it was assumed that a good product will sell automatically. This type of marketing is still valid in many B2B kind of business like selling of Aircrafts or Electrical Transformers or any other Industrial Products. But this type of marketing changed soon for consumer products

PRODUCT MARKETING: OVERCOME THE CUSTOMER RESISTANCE

Soon the customer had access to many products and had all needed information about the products. around 1920s, the need  to convince the consumer to buy the products was felt. Accordingly creative ad campaigns were created and consumers were exposed. The ads were created to overcome the resistance of consumers and tackles the competition as well. Apple's I Phone is the best example of this, the product is loaded with a no, of features and expected to sell itself, however still to overcome the resistance of other brand loyal consumers it spends heavily in the advertising campaigns.

CONSUMER MARKETING : CONSUMER IS KING

Post 1950, the consumers become chooser; courtesy to informative advertising of brands and various products choice available to them. And here comes the Customer is King concept. This lead to increased emphasis on consumer research to find what consumer exactly needs and then fulfill that needs. The advts were creatively designed to emphasize that the product fulfills the consumer needs. 

The customer was treated as King and his needs were considered as most prominent. The mobile company marketing campaigns are best example of it, where n number of plans are designed and promoted to suit the individual needs of customers.

RELATIONSHIP MARKETING: BUILD LOYAL CUSTOMERS

Off late the marketing reached to new heights and it was identified that for long term marketing success, it is very important to have relation with consumers . To create a long relation with customer, companies introduced Brand Loyalty Programs. The Post Sales departments were created in organisations, who keep in touch with consumers and build post sales relations with consumers.  The consumers are asked to give their feedback on services and rewarded for long term usage of products/services. The marketing campaign highlights "how much valued you are!" and Customer is treated as more than A King. Automotive companies are an example of this, they create nice creative campaigns around the Happy Family concept and then backed up by world class post sales services.

FUTURE OF MARKETING: EXPERIMENTAL MARKETING

Going forward the future of marketing is experimental marketing, Under experimental marketing the consumer would be convinced to first experiment the products and services, evaluate it and the buy the products and services, which will be backed up by best of post sale services.The experimental marketing will help in word of mouth communication also which will lead to increase in sales volume.

The marketing has evolved in last two centuries and is still evolving, Marketing Managers are finding the best way to overcome the consumer resistance. Marketing has evolved a lot and yet it has to be refined and evolve a lot. And in future we will see more colors of it.

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