Introduction to Marketing – K1011BI by KOPONEN, Ismo (Mr)
Theme for the second study week: Basic models of Marketing Thinking.
‘History’ of marketing.
Processor C Grönroos, in a seminar, year 2005: “If someone would return
from a 50 year long journey in outer space, now, this person would recognize
no change having taken place in marketing”.
However, a simplified model of (Spatial) Historical Eras of Marketing are:
1) Production. Early history of industrial development, and the first years after
WWII. There was a demand for everything. Shortage is the driving force of …
Is there a shortage of something somewhere, today ?
2) Selling. The development of the personal selling function, and managing
the sales force. The sales person ! The 1950s, 60s and 70s. Typical for this
era is, also, development of the Marketing Science. The first marketing
paradigm(s).
- the sales rep in different cultures ?
3. The Customer Oriented years of the 1960s, 70s and 80s. Recognizing the
needs and wants. Customer service ! Competition becomes fierce.
4. Relationship building emerges, in the 1970s and 80s, and develops further
in the 1990s. The Swedish School of Marketing. Authors:
Managing Customer Relations, and ‘memberships’, or communities of
consumers. From prospecting to advocate. The new channel(s) of marketing.
The Ethical Buyer; a fifth era ?
The above could be simplified into a model consisting of three (3) different
approaches, namely: 1) product (the thing), 2) selling (the activity), and the
buyer (the people). All from the marketer’s point of view, however !