Marketing has had to meet the change in consumer spending, the environment in which marketing is allowed to work and the change in consumer behavior. Marketing has developed over this time, as for example in the 1950s, after the second world war, of which when people were getting back on their feet and this could be argued when marketing really kicked off and developed as America was looking to make up for lost time and consequently wanted to increase production and consumer spending just as the industrial revolution led to enhancing the production capabilities.
Marketing had obviously been around before the 1950s and people understood how it worked but it was just the right conditions, (O’Malley 1998 page 832) which allowed it to thrive in this period of time and it became more of a discipline . It developed in the sense that innovative products that had never been seen before by the potential consumer came into the market. For example it was it not only new for a family to have the new vacuum cleaner but it was also such a product that was new to the street.
So marketing was seen to introduce a new product, that was going to be revolutionary and change the how people lived their life’s compared to today, where marketing is used to introduce a developed improvement on the previous model (e. g. dyson cylinder vacuum) This means that marketers had to adapt and change the way they tried to sell their products as consumers nowadays already no the capabilities and what they want from their product compared to the 1950s where marketers had to tell the consumers what they wanted.
The Term Paper on How The Marketing Affects The Changes In The Fashion And Textiles Industry
How the marketing affects the changes in the Fashion and Textiles industry Fashion appears, grows up and dies. Sometimes it has descendants in next fashionable line, sometimes it seems to disappear forever. But what is fashion and what does it mean to be stylish? Fashion has three scenes: manner, mode, style, way (how something is done); it is a characteristic or habitual practice; it is the ...
Todays sense of marketing isn’t just about the product itself, its usage, capabilities, quality and usefulness but also about the social belonging which it brings and where buying the product fits you into society. Apple have probably brought about this change in a huge manner and been most affected by this and over the last 10 years has brought about a product which isn’t just of high quality but also a symbol which people will buy in order to fit into the society which the consumer feels they should be apart of. Rather than call a product for its name e. g.
MP3 player apple have been able to influence the market and been so successful in marketing its product that people instead ask not if they have an mp3 but an iPod, this makes marketing so very easy for apple because they have produced such a product which blends into peoples everyday life’s and consequently making the product a part of them. Businesses also use the environment to help market their product with consumers prioritising the need to be environmentally friendly, causing them to be socially responsible; for example firms use recyclable material or give a percentage of profit to charities relating to their product.
This helps the company come across to being responsible and is used greatly by firms today to get an advantage over its competitors. “In the era of postmodernity, consumers reject the planned efforts of marketers. They use products for their own purposes as much in an effort to define themselves in society as for the functional offerings of the products themselves” (O’Malley 1998 page 838)
This is a great example of one academics view on the movement of marketing and the belief that marketing isn’t as forceful in getting consumers to purchase the products as at first believed, because there is a more complex method to this process than is presented by some commentators which will be looked at later. The affluence of consumers has also increased over the years since the second world war (O’Malley 1998 page 832), where people were coming off rations and getting back on their feet and trying to stabilise themselves, compared to todays consumers where goods and services seem to come too easy.
The Term Paper on Society Today Is Confronted By A Profound Crisis And Challenge part 1
Society today is confronted by a profound crisis and challenge in the world of humans and of nature. God so orders creation that everything in it is related to everything else. All physical components and all organisms, including human beings, are purposefully woven together in ecological systems or ecosystems, such as forests, grasslands, the oceans, as well as the planet earth. When any part is ...
With the increase in business services and products, there is a much greater consumer power, which comes along with this affluence which makes consumers the leaders in this exchange of products. Having come out of the austerity caused by the war, America also thought that there was a need to make up for lost time, and this was done by creating demand, offering new products that were seen as essential to Americans.
There is also a case that marketing has changed from the earlier belief that there was only the 4Ps, and this was seen as the definition of marketing for many a year, but as time elapsed new Ps were introduced to this list – for example people and physical emotion were added to the concept of marketing (Annmarie Ryan 2011).
Although the list was growing it didn’t seem to explain the complexity which it required in order to meet its business and consumer demands and needs. Consumers can be passive in the marketing environment and make little or none of what is being thrown at them in the heavy media of advertising and marketing.
This could be described as social marketing. “Atomistic consumer markets comprised of multiple independent factors, where the consumer is passive and therefore merely responding to marketing mix signals”. (Moller and Wilson 1995) Marketing is more complex than some believe it to be and over time the 4ps have developed and grown in number, with some theorist believing that their are now over 100ps of the marketing mix. During the post war era many people were more likely to trust and believe in what they were told, but this is just one element of what marketing is.
Yet as the quote suggests above, marketing in its old form is non-existent in todays society and consumers are more influenced by not only what the product gives you in terms of usage and interface but where that product places you in society. As previously mentioned Apple have been leaders over the last 10 years in this field and have made products which aren’t only of high quality but also have a brand richness and quality which people recognise and would purchase in order to have that status in society, even if the product is ? 50 pounds dearer than the other leading brand.
The Term Paper on When A New Product Comes Onto The Market There Are
When a new product comes onto the market, there are soon many companies selling it. By the time the market matures, there are usually very few companies left. Large sales volume leads to economies of scale which result in lower unit costs and reduced prices, driving competitors out of the market. This often allows the few remaining companies to exert more control over the prices they pay for raw ...
It could be argued that Apple aren’t selling products that you need but ones that you desire, causing this change in consumer spending and their habits at the tills and now virally online, a new technological way of purchasing potential for consumers to interact in exchange. Nintendo introducing the WII is another fantastic example of a company that have introduced a revolutionary product which technology has been the front off, which has led them to be the leaders in their market which competitors chasing the market which they have created.
However these different marketing theories are needed to help us try to understand how marketing works and with new theories being developed over time it also helps us to see how marketing itself has changed. As people’s ideas about marketing develop and change we can use this information to help us evaluate how and why these market forces are changing and why consumers purchase goods and services in the way they do in present the future and in the past.
To conclude marketing has always been around us and will continue to be, but companies have needed to adapt and change to keep up with the way in which consumers choose the products they want, and the companies that can market their products in the most effective manner will see them achieve the most beneficial reward. Essay word count. 1359 References O’Malley L, Patterson (1998) Vanishing Point: The mix management paradigm reviewed. Journal of Marketing Management page 838
Lecture on histories of marketing lecture 3, first year undergraduate course 2011-12, Lancaster university , School of Management, 14/10/2011. (Moller and Wilson 1995) O’Malley L, Patterson (1998) Vanishing Point: Journal of Marketing Management, page 832 (Fullerton 1988; Jones and Monieson 1990).
The Term Paper on Strategic Marketing Management Paper
After showcasing her talent as the lead in her high school’s production of Grease, Tasha Schuh began to dream of a career in theatre. No one presumed that the stage itself would steal her dream—and almost her life—during a rehearsal for her next big show. Just days before her opening night performance in The Wizard of Oz, Tasha took one step backward and fell 16 feet through a trap door. Landing ...
O’Malley L, Patterson (1998) Vanishing Point: Journal of Marketing Management, page 832 (Benton 1987 pg 419) Lecture on histories of marketing lecture 4, first year undergraduate course 2011-12, Lancaster university, School of Management, (Annmarie Ryan
