Marketing Histories
Marketing Histories Essay
Marketing has become a fundamental part of our society in recent years, maturing into an integral part of any organisations to help maximise sales and profits. Its first major impact on companies and businesses began to take hold in post world war U.S.A, when consumers wanted to make up ‘for lost time’ from the depressive and stagnant years of war (Benton, 1987, OM&P) marketing presented an opportunity to finally make this happen. As time progressed marketing took a significant shift to a more customer-based approach, making them the very much the centerpiece. This evolution stemmed from mass production of products from homogeneous to heterogeneous and the vast array of competition that had been released to the masses. Relationship marketing was a much-needed asset to help find a way to differentiate between companies and organisations, which still very much holds a presence today and no doubt will in the future, too.
As marketers became savvier and more in touch with the commercial market, they realised that they could design a concept that would help maximize sales for a company, and consequently make as much profit for them as possible. This ‘concept’ was to be known as the marketing mix paradigm, and it originally consisted of 12 different variables which were proposed by Borden in 1954, these were: product, price branding, distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, fact finding and analysis. As time progressed, this 12 piece concept was then shifted to a more concise ‘4Ps’ paradigm by McCarthy in the 1960’s, which focused on four central categories of product, price, place and promotion. (p.10, 100 years of marketing:chapter 1)This shift in perspective aimed to appeal to a more marketing management approach and was, as McCarthy described, to be used as an ideal ‘starting point from which to construct a marketing strategy.’ (Gronoos, 1994a, 1994b) At this
Marketing has become a fundamental part of our society in recent years, maturing into an integral part of any organisations to help maximise sales and profits. Its first major impact on companies and businesses began to take hold in post world war U.S.A, when consumers wanted to make up ‘for lost time’ from the depressive and stagnant years of war (Benton, 1987, OM&P) marketing presented an opportunity to finally make this happen. As time progressed marketing took a significant shift to a more customer-based approach, making them the very much the centerpiece. This evolution stemmed from mass production of products from homogeneous to heterogeneous and the vast array of competition that had been released to the masses. Relationship marketing was a much-needed asset to help find a way to differentiate between companies and organisations, which still very much holds a presence today and no doubt will in the future, too.
As marketers became savvier and more in touch with the commercial market, they realised that they could design a concept that would help maximize sales for a company, and consequently make as much profit for them as possible. This ‘concept’ was to be known as the marketing mix paradigm, and it originally consisted of 12 different variables which were proposed by Borden in 1954, these were: product, price branding, distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, fact finding and analysis. As time progressed, this 12 piece concept was then shifted to a more concise ‘4Ps’ paradigm by McCarthy in the 1960’s, which focused on four central categories of product, price, place and promotion. (p.10, 100 years of marketing:chapter 1)This shift in perspective aimed to appeal to a more marketing management approach and was, as McCarthy described, to be used as an ideal ‘starting point from which to construct a marketing strategy.’ (Gronoos, 1994a, 1994b) At this
References: * (R. Baker, 2011, Focus DIY falls into administration [online] http://www.marketingweek.co.uk/sectors/retail/focus-diy-falls-into-administration/3026084.article ) * (O’malley and Paterson, 1998) * http://nikeid.nike.com/nikeid/index.jsp * (MovieMarketingMadness, 2008, (online) http://www.moviemarketingmadness.com/blog/2008/01/movie-marketing-madness-cloverfield/ * (Economist, 2008, Vol. 387, Issue 8582) * (P, French * (Tynan, 1997, p.992, Cited in- J, Egan, Relationships in Marketing Chapter 2- Relationship Marketing: Exploring Relational Strategies in Marketing Third edition p.38) * O’Driscall and Murray , 1998 * (Gronroos, 1994a, 1994b, cited in- J, Egan. 100 Years of Marketing: Chapter 1, p.10.