MARKETING YESTERDAY, TODAY AND TOMORROW FOR BUSINESSES DEVELOPMENT.
MARKETING YESTERDAY, TODAY AND TOMORROW FOR BUSINESSES DEVELOPMENT.
Industrial revolution: at this stage specialization took place, with the industrial revolution, wages were introduced. At this stage the farmers could produce and sell to the industrial workers. The marketing and the business concept was simple at this stage but later become more complicated eventually.
In marketing this stage is called the production stage, it took a while and Henry Ford perfected it. He came up with the car assembly and mass market was born. At this stage there was limited choice for the customer.
The production stage was driven by providing product as well provide availability and affordability. The marketing mix at this point had 3 Ps, the product, the place and the price. Quoting Henry Ford on Model T, he said “they can have it in any color as long as is black” this makes it clear that the customer had no choice. Such a simple quote from a business leader of the time summarizes the way the market was back then. Analyzing your business today, are at this stage or you have moved?
As the market grew, a new stage came up. This stage was the product stage; it was a form of value addition to the production stage. This stage saw quality and packaging come to play. Mass market remained and the Ps were still 3, but there was some changes in the product P as quality become the most important factor. Consumers now were getting better value for their money.
Consumers could reject your product if it did not offer quality. A product was accepted because of its benefits and better packaging. Branding was setting in. The players were many, each offering quality and well packaged products making competition stiff.
The stiff competition brought the need to take the products and talk about their benefits to the customers; this started a new posture called the selling posture.
In the selling postures the Ps increased by one new P. This new P is the promotion. Another thing came into picture; selling, and sales force becomes one single factor that determined the survival of any manufacturer. Salesmen become the most sought after, people who could move the products and beat the competition. Large sales forces denoted the power any business.
During the selling stage, products were promoted and customers were sought to buy the manufactured products. This posture is still there and is used mostly by the affiliate programs as well as insurance companies, making the product without consulting with the customer and trying to push the product, it can be very frustrating. The business in this posture believes that there exists a department called sales and marketing. Is your business one of those still at this stage?
The selling stage ushered in the marketing concept; this is the concept where products are made to fit with the consumers needs. Consumers are consulted through market research and other interactive forums and products to satisfy their needs are made. Where the selling concept emphases on the product, the marketing concept emphasizes on the customer needs.
Any business using this posture is customer oriented and instead of making the product and trying to sell it, they first understand the need and wants of the customer and produce products to satisfy those needs.
Marketing concept is strategic in its planning; it is always planning for today and the future. This is the most important posture for any on-line business to enable is capture today’s and future market.
Analyze your business and ask yourself which posture has your business taken. If it is not the marketing concept, then for you to survive you will need to change. Sorry if you are still at selling stage, you are old fashion.
MARKETING YESTERDAY TODAY AND TOMORROW FOR BUSINESSES DEVELOPMENT - To learn more about this author, visit Francis Kamau's Website.
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Marketing concept has evolved over the years. It has gone through some sort of evolution to where we are today. There have been marked stages and these stages are the following:
Industrial revolution: at this stage specialization took place, with the industrial revolution, wages were introduced. At this stage the farmers could produce and sell to the industrial workers. The marketing and the business concept was simple at this stage but later become more complicated eventually.
In marketing this stage is called the production stage, it took a while and Henry Ford perfected it. He came up with the car assembly and mass market was born. At this stage there was limited choice for the customer.
The production stage was driven by providing product as well provide availability and affordability. The marketing mix at this point had 3 Ps, the product, the place and the price. Quoting Henry Ford on Model T, he said “they can have it in any color as long as is black” this makes it clear that the customer had no choice. Such a simple quote from a business leader of the time summarizes the way the market was back then. Analyzing your business today, are at this stage or you have moved?
As the market grew, a new stage came up. This stage was the product stage; it was a form of value addition to the production stage. This stage saw quality and packaging come to play. Mass market remained and the Ps were still 3, but there was some changes in the product P as quality become the most important factor. Consumers now were getting better value for their money.
Consumers could reject your product if it did not offer quality. A product was accepted because of its benefits and better packaging. Branding was setting in. The players were many, each offering quality and well packaged products making competition stiff.
The stiff competition brought the need to take the products and talk about their benefits to the customers; this started a new posture called the selling posture.
In the selling postures the Ps increased by one new P. This new P is the promotion. Another thing came into picture; selling, and sales force becomes one single factor that determined the survival of any manufacturer. Salesmen become the most sought after, people who could move the products and beat the competition. Large sales forces denoted the power any business.
During the selling stage, products were promoted and customers were sought to buy the manufactured products. This posture is still there and is used mostly by the affiliate programs as well as insurance companies, making the product without consulting with the customer and trying to push the product, it can be very frustrating. The business in this posture believes that there exists a department called sales and marketing. Is your business one of those still at this stage?
The selling stage ushered in the marketing concept; this is the concept where products are made to fit with the consumers needs. Consumers are consulted through market research and other interactive forums and products to satisfy their needs are made. Where the selling concept emphases on the product, the marketing concept emphasizes on the customer needs.
Any business using this posture is customer oriented and instead of making the product and trying to sell it, they first understand the need and wants of the customer and produce products to satisfy those needs.
Marketing concept is strategic in its planning; it is always planning for today and the future. This is the most important posture for any on-line business to enable is capture today’s and future market.
Analyze your business and ask yourself which posture has your business taken. If it is not the marketing concept, then for you to survive you will need to change. Sorry if you are still at selling stage, you are old fashion.
MARKETING YESTERDAY TODAY AND TOMORROW FOR BUSINESSES DEVELOPMENT - To learn more about this author, visit Francis Kamau's Website.
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good evaluation
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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