THE MARKETİNG EVOLUTION

MARKETİNG 

 Marketing has passed through some stages since 1850. According to classical differentiation, these are known as product, sale , marketing and customer focused stages. The main causes of these, changes in marketing are;

Development of technology and internet,

Globalization and increase of global competition,

Improvement of humankind’s education and knowledge levels. On the other hand its observed that there is a link among these factors. By the development of technology and widespread internet, globalization has occurred and the World. Many concepts such as definition, scope and role of marketing have been changed. The main purpose of all firm employees has become marketing and has focused on marketing.

 The change in marketing have been driven by globalization, the development of technology, and the increasing level of education and communication of the consumer. In this process, the definition, role, and organizational structure of the marketing have also changed.

  ‘’There is no business without a customer. It is essential for an enterprise to create a basic customer.’’ In order for business to be at the forefront and gain superiority over other business, it is necessary to established long-term relationships with customers and create superior customer value and customer satisfaction.

 A better understanding of marketing is crucial for those who are engaged in marketing how management approaches in business management and how consumer behaviors go through the development process in time dimension. Marketing will never stop its development process with its dynamic structure, macro and micro environmental factors that are affected.

THE CONCEPT OF MARKETİNG

 During the last century we have lived change and transformation have taken on a dizzying pace of business, our family life our social environment and our whole life. The fact that the only thing that does not changes is the change itself has become a clear reality of our time.

 With the diversity of communication channels and the wide spread use of technology, the traditional structure of the market in which the organizations are located has also changed. This change comes from globalization also influenced the balance in the market. Modern marketing is the customer and its needs when the balance of the traditional market is the product provider or the product itself. Modern marketing is a product-oriented, customer-focused approach.

 The survival and survival of life in markets where organizations are in vicious competition depends only on the long-term profit that the client will obtain. It is a great competitive advantage for the organization to see its customer as an opportunity to survıve not as foreigners who make a one-time income. It is 5 times more costly to acquire new customers because of costs like human instrasture.

Another study supporting this found that a 5% increase in retention of existing customer resulted in an increase of 20% to 95% in firms profits. Establishing long term relationship with customers developing and maintaining this relationships has gained great importance for profit seeking organizations as well as for those without dirts is to maintain the main purpose lives of the enterprises and to obtain a sustainable profit for his. However the only goal of the organization is not profit. In particular the objectives of the institutions municipalities and social organizations that provide services that need to be distributed as a whole such as education, security, health and justice are aimed at producing social benefits.

 All citizens who need and need to use these services carry the qualities of the customer who have specific needs and requirements fort hat institution at the a same time.

 ‘’A business without marketing is like a wink in the dark. You know what are doing but the other person do not know.’’ (Mike Johnson 2007)

MARKETİNG EVOLUTION

 Marketing is a concept that exists with human needs. In order words, the marketing of products and services that are subject to change is charcing and developing in parallel with the changes  in humanity the standard of living and the possibilities of technology. Form this point of view it is know that marketing has long existed in human history. As a truly organizational activity appears to have emerged with the industrial revolution the marketing of which began in the early 18^th century.

Since marketing knowledge has a dynamic structure that is constantly changing it has passed through various stages and stages.

 In the first phase of these phases has brought the understanding of the production period which is not the subject of customer requests. In this system buyers and sellers knew each other very well and did not have any advantages over each other. The production cycle follows the product cycle and is based on the assumption that customer will be able to feature specific and quality products. The product life cycle which has little or no consideration of customer needs and needs is based on the assumption that customers will not know what they will need. In the 1920s we started to ask fort he questions. How can we sell what we produce on the basis of starting to fall demand for goods produced during the sales period.

 When the production, product and sales periods are evaluated together I turns out that they are far from customer oriented. These three perspectives are based on the understanding of businesses needs and needs of customers, rather than focusing on customer to sell the business and to profit by increasing sales. The marketing period following these periods started with the over-flow of demand and the increases of competition and the fact that businesses realized that advertising and sales force were not enough to sell their produce with this understanding that started in the 1950s customer demands and needs were bought to the forefront and marketing departments were established.

In this period the concept of ‘’ what produce is selling it’’ has been bought and the consumer has got the idea of purchasing it. At the same time market orientation is also know as modern marketing approach.

 While traditional marketing is an exiomatic approach to marketing it is a marketing approach that desired to achieve business goals by taking into account purely customer wants and preferences.

Kotler’s marketing definition is : Marketing is not about finding clever ways of  removing what you produce marketing is the art of creating real customers and helping your customers get better.

The marketing’s pass Word is the quality, services and customer values and marketing is the companys customer.

 Kotler tells the thought in this regar:

·         Without the customer, the value of the company’s good is scare.

·         The key task of the company is to attract and retain customers.

·         The way to attract customer is to offer completely superior offers and to keep them satisfied.

·         Satisfaction of the customer is depends on the performance of other departments.

·         Marketing is for collaborating on customers satisfaction other parts of the company.