Understanding the Evolution of Marketing

We can see from the definitions that marketing has evolved over a period of time. The end consumer has been given emphasis in the later stages. We can put the evolution of Marketing into four stages-

1. Barter system –When priorities of mankind increased, people had a need to obtain different products which they were not able to grow or make. They started exchanging goods/products via barter system. These transactions were held at different places. As most of the people led a nomadic life there was no dedicated place for exchange. This system was even successful in doing transactions with people from faraway places. Recently a research study revealed that Mayan civilization traded wheat for their vegetable produce with north-American residents.

There were many drawbacks to this system like non-availability of a certain product available for exchange, a lack of standard measurement system, it was tedious, and it relied on bargain. Both the parties involved in exchange had to arrange their own transportation and distribution. Eventually this system was given up.

2. Industrial revolution –The environment saw a drastic change in technology resulting in convenient modes of transportation, mass production of products, and communication. Now people had the products made available to them, and they had a choice of visiting a particular market as various transportation modes were available and active. Manufacturers and sellers were able to market their products extensively as area and scope of marketing increased. Industrial revolution also gave rise to income and buyers were willing to spend for low price products. This resulted in sustained mass production and distribution.

3. Entrance of competitors – Mass production and consumption opened up many opportunities for the new entrants in the market. Manufacturers had to make the consumers prefer their products over their competitors. Apart from meeting the demands and making goods available for the potential buyers, manufacturers had to focus on staying above the competition. To stay and survive in the market place, the manufacturers realised that efficiency in production is not enough. Managing customer relationship started making inroads in the decision making process of the organisations.

4. Age of surviving – Opening of overseas markets, high income at disposal with buyers, mass production of variety of products resulted in intense competition after World War II. Now the organization had to focus on keeping their existing customer base apart from gaining new customers.

Focus was now on quality, price, availability, and also after sales service. This resulted in the Marketing management evolving as a core of any business house. Marketing management was viewed as a responsibility of the entire organisation and not restricted to marketing or sales department. Precisely, Marketing is the responsibility of the entire organisation. The organisations apart from making quality products have to focus on price, availability of the products at the right place and time, and also an effective after sales service. The focus is on ensuring to keep the customer and drive repeat sales.