lets customize ourselves because consumers are sovereign

in pursuit of completion of marketing management evolution,to day i would address some manifestation in last wave of marketing dominance.

as i mentioned before,marketing over decades has come across with 4 different phases concerning who dominate the market and whose power runs the market.

today ,due to some technological achievements and advancements,consumers have a quite wide spectrum of choices regarding products and brands in almost all categories. they have access to Internet for comparing brands and products,
the have ability to freely criticise companies and their products.
they can accept or reject any products anywhere and anytime.
they easily and strongly bargain

all companies are aware of these threatening trends.

in one hand companies want to make profit and retain their consumers and in another hand consumers are being fickle and savvy,

bargaining power of consumers is increasing and simultaneously bargaining power of manufactures is declining.

what is your suggestion,strategy and tactics to nullify these disrupting waves.......?

YES....
You are right.

companies must amend and modify their strategies,products,services and even products's core attributes and characteristics over time to hold consumers satisfied and loyal

this is called consumer-centred strategy and those companies who articulate and implement this strategy are termed consumer-centric companies.

companies need to be flexible and intelligent ,flexibility and compatibility should be seen at all levels .therefore....

this strategy necessitates adoption of modern organizatioal wide technologies from manufacturing to distribution and sale.



conceptualization of consumer-driven marketing has brought about emerging different phenomena like:

1. customization.
2. personalization
3. localization
4. internationalization
5. transnationalization
6. standardization
7. mass customizationm

in subsequent posts i will address to these topics....

good luck

the last wave is consumer supremacy.......

in today's market,consumers have ability to support or to sue companies ,being loyal or switcher,bargain upon price and quality,shop online or offline,buy from local producers or foreign manufacturer,the are able to sear for information about almost everything,they have been completely awakened about brand ,products and market.

so they are king of market ,they are sovereignty and have enough power to direct market toward any destination either prosperity or bankpurtcy and collapse.

therefore marketing managers should keep consumers satisfied ,no matter how,that is the sole role of running and governing business in this era.

globalization,information and knowledge revolution,IT and WWW phenomena all to gather have strengthened consumers as much as a king to master the market,hence companies need to do something in order to their persistent survival and this is nothing but customization,localization and personalization

so,in better words ,today's industry has to amend itself and adjust its performance according to consumer's growing expectation,needs and requirements ,only through this way they can survive and make profit.

this trend is called consumer's kingdom and theoretically is claimed as the last phase of marketing management evolution.

hopefully ,i will explain the major concepts involved in this emerging trend,

cheers

ARASH

secend phase of marketing evolution....

in continuation of marketing management chronicle,today i address to the second phase of marketing evolution in which the power shifted from manufacturer toward marketers or in other words retailers and distributors.

In this phase due to some development in industrialization and emergence of mass media which gave rise to more dynamic advertising,marketers dictated to manufactures what ought to be produced,how much and how it should be marketed,along with this trend consumers came across with a wider variety of products and brands and found themselves able to freely criticize manufacturers and middlemen or intermediates and facilitators who were involved in marketing and distributions.

In that era ,we had no customization or even localization ,hence market was launched by standardized products,price war was hidden and companies which had dominance were able to get monopolized and form some colonies within markets

Another important characteristics of that age can be non-globalization marketing or superficially international marketing which was restricted to those firms which had strong financial capabilities to govern market.

but due to some global-wide trends that would result in some metamorphoses in marketing management this phase forced to shift toward the last phase.

in the next post i will explain the last phase and talk about what happened and is happening in marketing management from a holistic view.

regards

MARKETING REVOLUTION-part 1

forget 2007 smile to 2008

Today i would highlight some significant trends in the history of marketing science, i am not going to scrutinize these trends and also i don't address to marketing chronicle .

marketing's history from a holistically perspective has experienced four turning points in response to the ownership of the power for dominating the market or in the other words ;finding the answers for these two "whose power runs the market? By whom market is governed ?

addressing this topic necessitates the study of supply chain and also acquainting with different components of supply chain

generally the concept of supply chain( which is defined as a entire process of supplying products from inception -acquiring raw material to the end and selling final products) and marketing management has a common face which is considered as marketing channels or marketing distribution channels .

in this sense MM-marketing management - and SCM-supply chain management-overlap with each other . however 6 components are common among these two which are cited as below

• supplier or OEM(original equipment manufacturer)
  
• manufacturer


• wholeseller


• retailer


• faciltator
  
• final consumer
  

from this viewpoint historically marketing study has four phases:

1. wholesaler phase


2. manufacturer phase
   
3. market phase


4. consumer phase
   

Therefore , we can count three shifts in power over the life of the marketing science.

from wholesaler to manufacture, backs to first phase at which wholesaler had the dominance over the market they dictated to producers what should be produced and how much should be produced ,final products were standardized and consumers had little or no chance to compare different brands or products ,(Ford B) this sovereignty had been shifted to manufacturer through their modern industrialization which gave them power to order market .consumer had to chose whatever they produced and also wholesalers offered what manufactures distributed to them,but due to competitton among manufacturers products had been offered with a low level of differentiation and consumers had a little chance to seek various products .

in the upcoming posts i will explain other phases...

cheers