The marketing concept and its evolution

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The marketing concept and its evolution

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Abstract

Since its creation, marketing has evolved following the main phases of economic life. From the early nineteenth century until 1960, the transaction of marketing has prevailed; marketers have preferred to ignore the relational processes considering it to be too costly and too complex to manage. Since 1970, we see the arrival of industrial marketing and marketing services that have advocated a more direct, more emotional and more personalized establishment with the customer.

Introduction
The transactional marketing
1. Marketing function
2. The marketing mix
The relationship marketing
1. Strategic marketing
2. One marketing
3. Marketing services
Consumer decisions
1. The buyer and his entourage
2. Finding information about products and brands
3. Selection of a product or brand
Consumer behavior: Summary and perspective
The development of individualized marketing

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[...] Attitude is a predisposition to purchase For this, marketing research has identified four main rules for forming an attitude, called choice models: The compensatory rule: the consumer considers the marks on a list of selection criteria. The lexicographic rule: the brand of choice is one that earns the highest score on the selection criterion considered most important by consumers. If two or more brands are equal, the consumer on the 2nd tiebreaker criterion is chosen. The conjunctive rule: the buyer has in mind the minimum threshold requirement that must reach the mark purchased. [...]

[...] Synthesis between the two articles: We noticed that marketing has evolved in the major phases of economic life but also through a better understanding of the consumer and their needs. Therefore, it appears the concept of individualized marketing is to best meet the specific expectations of the consumer. The problem is that consumer behavior is evolving. The development of individualized marketing The consumer is influenced by many concepts such as culture, social class, family unit, his relationships, his groups. He is takes into account more personal factors such as personal resources, its real needs and motivation. [...]

[...] Indeed, from the 70s, trade was based on mutuality of interests of interdependent actors seeking a reduction of transaction costs and control resources. The exchange was not a transaction but a series of episodic transactions recorded in the context of a relationship. There was therefore a mass customization of production. The concept of sustainability, temporal continuity was also the idea of duality of resources involved in the exchange as two basic ideas of a relational paradigm Marketing services: We noted that, firstly, in the industrial context as relational marketing, it had its origins. [...]

[...] Understanding: information is processed and interpreted by the consumer, according to its own mental structures. Acceptance: information included is not necessarily accepted. It will be rejected if it is not deemed credible or consistent with prior convictions. Impact: is the ability of information to be retained by the consumer. Then the information is stored by the three major structure of memory (sensory memory, working memory, short term and long-term memory that stores information) The sources of information. We note that the variable distribution and communication are essential sources of information. [...]

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