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