Changes in Marketing and Markets
The term “Marketing” is relatively young, however not the discipline. The moment women created demand for themselves and found some buyers, marketing started. Jumping a few centuries from here, The Ancient Greeks used advertising for commercial purposes. The traders hired ‘criers’ to promote their products. Their advertising propositions were sometimes surprisingly similar to today’s television advertisements. But none of the ancient brands lasted the test of time.
Change in Marketing
Change has been constant throughout the history of marketing. Markets change constantly. The only certainty is change. Everything changes – customers grow old, develop new tastes, new values, earn different amounts , prioritize ‘new’ needs, competitors emerge, laws and regulations change, and technology sends out shock waves of change. Nothing stays the same. Therefore, with time we will see new definitions of marketing, however, what would remain certain is a market. A market will remain, as there will always be buyers and sellers, the change that we have seen with time, and will be seeing in future is where the market is, its platform, the medium of buying and selling and where/who these buyers and sellers are. Now, people from different parts of the world may come up with different permutation and combination of alphabets to define marketing, which will change with time. The world and marketing are changing. They will continue to change. Today’s winners may be tomorrow’s losers.
Transaction-based vs relationship Marketing
Lets find out what these different axis mean.
Towards the right you see, creation, which means while creation of a good or a service – the consumers were never consulted. Consumers are never consulted, how spicy the red chilly powder should be, how salty our salt should be or how black should the ink for a pen should be. They are made – “hello my customers, we consider you king, therefore we have made a great red chilly powder for you, enjoy”.
Distribution, as we see on the left hand side considers consumers. Where do they want a product or a service, its delivered. A bathing soap, is made available at the closest store. A newspaper is delivered to your balcony. In spite of distribution and supply chain has been a concern for marketers since its very existence, its evolving and getter better.
There was a time when consumers demanded a product “x”, who cares how is that “x” prepared. However, with time it has changed and people are more concerned about the process through which the product “x” is made. “Is this cake eggless?”, “is it fatfree?”, “Does this computer has an Intel processors?”, “Has this car gone through all the tests?” – All these questions made so-called-certifications ISO, ISI, AMI etc which ensures a product has one through a definite procedure (thats another argument). Contemplating over the essence of the same, consumers now want to know the process through which an outcome is delivered. So get them involved in it is the mantra of the recent change. Thats a relation.
Ask them what they want and ask them how they want it to be prepared. Look around a few products or services in your room, and you will see slowly the selling process of these stuffs are changing.
Marketing is evolving with time and there no set rule in which you can market.