The vast amount of information accessible today has brought the world to implement new trends in all knowledge areas. Regarding to the Marketing has happened the same, however it is important to consider its origin. It is important to understand how this field has evolved to the present and its relation to the performance of companies regarding their customers. Today enterprises design better offers every day and consumers seek the best product benefits. Three criteria can be considered to understand Marketing origin, philosophical-theological, scientific and formal origin.
As Lambin mentioned in his book "Marketing Management", Marketing’s philosophical essence is based on individual choice theory related to company’s market orientation. This theory was mentioned before by Marcus Aurelius in his Meditations on Stoic Philosophy (160 d.C.) through buyer sovereignty principle "Serve others it´s serve yourself". In addition classical economists at the end of the eighteenth century reaffirm all Marketing conceptualizations through the social expression of those initial principles reflecting Marketing process. Adam Smith in 1776 exposed through these principles market economy basis describing a voluntary exchange based on invisible hand participation.
According to Kotler, in its publication "Questions about Marketing", Marketing Guru indicates that Marketing beginning was probably related to Adam and Eve story, but considering concept structured by him, Marketing is based on benefits exchange so the barter and the appearance of coin in Lydia, now Turkey in the seventh century BC would initiate the trade and after a while to what is now known as Marketing. Considering exchange as marketing essential activity, Philip Kotler also mentions that in academic terms than Marketing appeared early twentieth century in the United States of America
The formal beginning of Marketing as known today, according to the authors Gerald L. Manning and Barry L. Reece is given to AJ.B McKitterick in 1957 an executive of General Electric who structured more formally Marketing definition reflecting a corporate interest in marketing determining customer needs in order to design a product accomplish market requirements . McKitterick drafted an essay explaining marketing concept and its applications. It is relevant to consider what other authors and Lambin, Gallucci and Sicurello postulated its Marketing Management book considering Chamberlin (1933), Alexander (1940), Drucker (1954), Borden (1950), Alderson (1957), McKitterick (1957), McCarthy (1960) (Howard and Sheth (1969) and Kotler (1967 and 2005) contributions as development and implementations of current Marketing concept founders.
There is no doubt that Marketing will stay for a long time, Its Bible presence is demonstrated by emerge of trade based on the exchange, which will later be the main issue to understand Marketing concept. Economics fundamentals also show that this subject is the base of Marketing Science, for that reason Adam Smith had done reflections on consumer desires at his time. Later a conjunction of concepts, developments and contributions of several authors within General Electric executive AJ.B McKitterick, gave Marketing a formal beginning. Always Kolter must be considered Guru and most awarded author in this field because of its work related to this study field full of creativity, passion and analysis.
The key of today´s marketing as we have seen is massive individualization, different from massive production. To produce efficiently in order to answer real requests according to specific needs, that is massive individualization. According to the blog, expert´s marketing concepts explain the origin and the process of exchange and trade; although the book details the evolution. I agree with the concepts since 18 century, but nowadays, individualization is changing the way enterprises see the economy. It´s real purpose is to make people enjoy the goods or services paying fair prices, with a 100% of satisfaction whatever the good it is, jeans, cars, computers, online shopping etc. So I conclude that the classic conception of marketing as a geographical limit or a physical place is over, open minds and the product´s “plus” is the new age´s wave for the world´s enterprises economy and market.
ResponderEliminarMarketing is purely created to meet the needs of its customers, whether or not these are potentials. However, it reaches the effectiveness and essence of marketing which is key through a study developed to focus on a selected market niche.
ResponderEliminarCurrently technology is one of the factors that facilitate this so that once this is defined the niche market creates individualized products, there for the needs for potential customers and not create an economy of scale that involves low cost and production in large quantities.
In conclusion, this article is very important to take into account to worry about the customer and have a one on one interaction to give prestige to a company and so the clients needs are met and the company can create new products or services to make the customer feel identified and create new needs.
Marketing is constantly evolving and this is due to the evolution of humanity, which shows how the first steps taken by marketing according to mass individualization it was only a matter of time, we clearly see how the rate of evolution is accelerating and more increasingly generation by generation.
ResponderEliminarIn my opinion the biggest step taken by the marketing was prioritizing the desires of the customers, rather than the need itself which results in a commodity. Therefore creates additional benefits that are important at the customer's moment of the buying decision. While it is a process that increases the cost of the product the gain is also further increased, creating a win-win relationship between the customer and the bidder.
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ResponderEliminarAccording to Kotler and book, marketing is an exchange of goods or services which are created to know customer needs. Today's marketing aims to meet specific customer unique needs and at low prices, which the client can buy it, this is called mass individualization. Companies are being updated on how to apply this new approach in their companies, others have done it, as is the case of Dell and Ford, they make products for specific costumer so they give value to costumers which the client do not have to buy standardized products anymore.
ResponderEliminarIn conclusion the important thing to develop individualization are: knowing the preferences and tastes of costumers, making smaller their market for that technology can give customers products and services that can satisfy their preferences.
The marketing to meet the needs that people have, based on the exchange, whether products or services, depending on the customer needs you may have.
ResponderEliminarWith the advancement of technology has made the evolution of marketing and merchandising. The technology also allows customization in series.
This has given way to mass individualization has been a constant change as it was in mass production, and previously did order but were very costly.
In Century XXI the individualization massive was important, is of here that arises the supply and demand individualized, creating individual products to cover the needs presented in the market niches.
It is very important to interact with clients face to face so we will know more fully the needs presented and allow companies to create new products or services to your satisfaction and business processes and will continue to evolve.
Funciones de Marketing Moderno: Teórico
ResponderEliminarPara que el Marketing se desarrolle en una empresa se debe estudiar y conocer cuál es su proceso que estimula a la recopilación sistemática del mercado para poder llevarlo a la práctica.
Función Integradora: Con lleva a lo Teórico.-
Porque esta función nos ayudara a encontrar necesidades para luego satisfacerlos agregando al producto promesas de valor.
A si como lo encontramos en el inicio Formal con AJ.B Makitterick ejecutivo de General Electric dando un interés corporativo para determinar la satisfacción de un producto requerido.
Función conectiva con la sociedad.-Teórico
Por qué esta función nace desde los principios teológicamente como lo dice Philip Kotler con Adán y Eva y luego en india con la aparición de la moneda acuña en Turquía, dando inicio al comercio con la sociedad atreves del intercambio.
Función empresarial y la relación con los clientes: Teórico
Por qué aparece a principios del siglo XX en los estados Unidos de América cuando hubo la distribución y ventas al mayoreo actividad que requiere procesos de pos-venta al cliente entregando el producto a tiempo cuando el cliente lo requiera.