The Changing Role Of Marketing
Textbook Chapter 1-4
Pages 24-29
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LESSON SUMMARY
The document outlines the evolving role of marketing in businesses over the past century, emphasizing key phases such as production emphasis, sales emphasis, and the establishment of marketing departments. Initially, businesses focused on production and distribution, assuming that good products would sell themselves. However, as competition grew and consumer spending increased in the mid-20th century, companies recognized the need for sales strategies and dedicated marketing efforts. This led to the creation of marketing departments that aimed to promote products effectively through advertising and improved distribution methods, ultimately shifting the focus to understanding and meeting customer needs.
In recent decades, the marketing concept has become central to business strategy, prioritizing customer satisfaction and long-term relationships. Companies have adopted relationship marketing to foster loyalty, recognizing that retaining customers is more cost-effective than acquiring new ones. Additionally, employee empowerment has emerged as a critical factor in customer service, allowing employees to address customer issues effectively. The document also notes that various organizations beyond businesses, such as libraries and government agencies, are now applying marketing principles. Today, marketing managers play a vital role in guiding strategies that enhance customer satisfaction and profitability, highlighting the importance of a well-rounded understanding of marketing in the business landscape.
The document outlines the evolving role of marketing in businesses over the past century, emphasizing key phases such as production emphasis, sales emphasis, and the establishment of marketing departments. Initially, businesses focused on production and distribution, assuming that good products would sell themselves. However, as competition grew and consumer spending increased in the mid-20th century, companies recognized the need for sales strategies and dedicated marketing efforts. This led to the creation of marketing departments that aimed to promote products effectively through advertising and improved distribution methods, ultimately shifting the focus to understanding and meeting customer needs.
In recent decades, the marketing concept has become central to business strategy, prioritizing customer satisfaction and long-term relationships. Companies have adopted relationship marketing to foster loyalty, recognizing that retaining customers is more cost-effective than acquiring new ones. Additionally, employee empowerment has emerged as a critical factor in customer service, allowing employees to address customer issues effectively. The document also notes that various organizations beyond businesses, such as libraries and government agencies, are now applying marketing principles. Today, marketing managers play a vital role in guiding strategies that enhance customer satisfaction and profitability, highlighting the importance of a well-rounded understanding of marketing in the business landscape.
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THIS IS IN CHAPTER 1-4 AND IT IS NOT ENOUGH!
To Fully Understand The Context Of All Of The Changes That Have Happened In Marketing....You Need To Consider The Information Below
The World's Population Growth Through History
A Timeline Of Infrastructure Growth In America |
A Timeline Of Marketing Innovations Throughout History |
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1600s–1700s: Early Colonial Infrastructure
1800s: Canals, Railroads, and Early Roads
1900–1950: Automobiles, Highways, and Urban Growth
1950–2000: The Interstate Era and Urban Expansion
2000–Present: Modernization and Sustainability
Other Key Developments:
Key Takeaways:
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Starting in 1450: Mass printing of brochures and flyers first became possible in 1450 with the invention of Gutenberg's metal movable type, leading to the materialization of print advertising, not too dissimilar to the flyers and print advertising we see today.
1730 - 1867 - magazine advertising: In 1730 magazines emerged as a medium with the first being printed in 1741 in Philadelphia, allowing businesses to promote their services with adverts. In 1839 posters became a popular platform to promote businesses, so much so that they had to be banned on properties in London! The earliest record of a billboard was as far back as 1867. 1922 - 1941 - radio advertising: Radio advertising began in 1922 and in 1941 saw the first recorded use of television advertising . The first commercial for Bulova clocks reached 4,000 TV sets - imagine trying to sell advertising space with those figures today! 1950 - TV advertising: In 1950 marketing grew from posters, billboards and occasional radio and TV adverts. With the growth of television, TV ad revenue began to surpass sales from magazine and radio ads. 1970 - telemarketing: 1970 saw the popular introduction of telemarketing as it emerged as a common tactic to attract new business. 1973 - the beginning of the digital age: The digital age began in 1973 when new emerging technologies continued to change the marketing landscape. In this year Motorola researcher Dr Martin Cooper made the first ever hand-held mobile phone! 1981 - 1984 - computers: In 1981 IBM introduced the IBM personal computer, and three years later in 1984, Apple launched its hugely successful Macintosh with an impressive Super Bowl commercial directed by Ridley Scott. The advertisement cost nearly one million pounds to produce and reached a whopping 46.4% of American households! 1985 - newspaper advertising: In 1985 print advertising really exploded with newspaper ad revenue reaching an impressive £25 billion! This explosion was a result of the emergence of desktop publishing and the personal computer. 1990 - 1994 - advance of the mobile and the start of text advertising!: 1990 – 1994 saw the the advance of mobile as it became more commonplace to own a mobile device. This then saw the introduction of text advertising, a truly new way of marketing. During this time TV displaced newspapers as the nations ad medium, growing from £2.4 billion to an estimated £8.3 billion. 1995 - 2002 - introduction of the internet and emails!: 1995 – 2002 saw the introduction of the internet and emails! In 1994, Phoenix law firm Canter and Seigal advertised their services by posting a message on several thousand newsgroups. Mobile phones gained even more popularity and the internet became a viable tool for commerce, opening doors for an explosion in marketing. 1995 - 1997 - search engines!: 1995 – 1997 saw what is now second nature to most of us, the search engine, the first being launched in 1995. In December 1995, 16 million people used the web for searching growing to 70 million by December 1997 - so from 0.4% of the population to 1.7% of it, pretty impressive! 1995 - start of SEO: Although recognised as a more recent development, SEO was actually born in 1995, with the first recorded use of the term search engine optimisation in this year. Just like today, search algorithms relied on webmaster-provided information like meta data, keyword density and other on page factors, but with an ultimate goal to provide the best experience for the searcher. 1998 - birth of blogs: In 1998 search evolved with Google and MSN and in 1999 blogging emerged with the launch of blogger.com. By 2006 there were 50 million blogs in existence! In 1998 Google also introduced PageRank, which is the metric Google uses to determine how websites should rank. Millenium - Adwords!: By 2000 there was a 500% increase in technology! This year saw the launch of Google PPC/Adwords. The start to the new millennium brought about the introduction of inbound marketing that quickly became recognised as an effective marketing strategy, characterised by a greater emphasis on information sharing, user-centred design and collaboration. This new trend led to consumers engaging with brands in new ways. Instead of simply pushing advertising on customers, the benefits of creating value and earning their business began to take hold. 2003 - social media: In 2003 social media took hold and began to rapidly grow in popularity, with LinkedIn, Myspace, and Facebook launching in 2004. 2005 - Google Analytics: In 2005 Google began personalising search results, informed by past history search. Google analytics was also formed and the demand was so high that new signups were suspended after just one week! It was then made fully available in August 2006. 2006 - HubSpot: In 2006 HubSpot is launched and social media continued to grow with the introduction of Twitter. E-Commerce also began and quickly grew with Amazon sales topping $10 billion, rising to $25 billion in 2009 – remember the print advertising revenue for ALL of the newspapers! 2008 - online videos!: By 2008, 53.5% of the UK’s population watched online videos. 2010 - smartphones: By 2010 half of all adults in the UK owned a smartphone. This lead to an increase in time spent online compared to spent in front of the TV, with 13.6 hours watching TV and 13.7 hours spent online. 2012 - social media marketing!: In 2012 social media became one of the best lead generators: % of channel users who acquired a customer through that channel:
2012 - growth of the internet and e-commerce: In 2012 the audience of internet users grew by 3.1% to 239 million, representing 75.6% of the total population. About two thirds of web users used social networks and more than 90% of social network users were on Facebook. 2015 - mobile shoppers: In 2015 mobile shoppers reached 72.8 million in the UK, showing the shift in consumer habits. 2019 - 2020 - AI & automations: In 2019 – 2020 today artificial intelligence is transforming digital marketing through automated adverts and emails. This is accomplished by using big data analytics, machine learning, and other processes to gain insight into your audience and then targeting them with relevant ads or emails i.e. when you click on something and it then pops up again! |
Video 1: Describe how businesses approach marketing differently today than they did in the past. (11:32)
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Textbook section "The Changing Approach To Marketing" on pages 24-28
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Video Summary
The video explores how business marketing has transformed from the early 20th century to today, highlighting significant differences in consumer interaction and technology. It contrasts the simplistic marketing methods of 1900, where most people lived on farms and relied on bartering and local goods, with today's globalized, technology-driven marketplace. The introduction of innovations like mail order catalogs, exemplified by Sears, revolutionized access to products, while the rise of the internet and social media has completely reshaped consumer engagement and competition. The video emphasizes the shift from a production-focused era to a customer-centric marketing concept, where understanding consumer needs is critical to planning, pricing, and promoting products effectively in a highly competitive environment.
The video explores how business marketing has transformed from the early 20th century to today, highlighting significant differences in consumer interaction and technology. It contrasts the simplistic marketing methods of 1900, where most people lived on farms and relied on bartering and local goods, with today's globalized, technology-driven marketplace. The introduction of innovations like mail order catalogs, exemplified by Sears, revolutionized access to products, while the rise of the internet and social media has completely reshaped consumer engagement and competition. The video emphasizes the shift from a production-focused era to a customer-centric marketing concept, where understanding consumer needs is critical to planning, pricing, and promoting products effectively in a highly competitive environment.
Video 2: Summarize how marketing is changing in businesses and other organizations. (1:09)
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Textbook section "The Changing View Of Marketing" on pages 28-29
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Video Summary
Below is an image that is shown in the video that Mr. Kazanjian uses as a summary.
Below is an image that is shown in the video that Mr. Kazanjian uses as a summary.
Preview the quiz questions below.
Take the quiz on Schoology
Task: Investigate how changes in transportation and production methods influenced marketing strategies in the early 20th century.
Directions: Read the passage below and write a three-paragraph response about how how the growth of technology and infrastructure has changed possibilities in marketing.
Paragraph 1: Compare the infrastructure that existed in the year 1900 with the infrastructure of today. Be sure to consider traveling infrastructure (roads, rails, etc.) and commercial infrastructure (internet access, access to credit cards etc.) You might need to do some Google research.
Paragraph 2: Write about one product that exists today that would not have been possible in the year 1900.
Paragraph 3: Give another example (a second example) of a product that exists today that would not have been possible in the year 1900.
Directions: Read the passage below and write a three-paragraph response about how how the growth of technology and infrastructure has changed possibilities in marketing.
Paragraph 1: Compare the infrastructure that existed in the year 1900 with the infrastructure of today. Be sure to consider traveling infrastructure (roads, rails, etc.) and commercial infrastructure (internet access, access to credit cards etc.) You might need to do some Google research.
Paragraph 2: Write about one product that exists today that would not have been possible in the year 1900.
Paragraph 3: Give another example (a second example) of a product that exists today that would not have been possible in the year 1900.
The Evolution of Technology and Infrastructure in Marketing
The rapid advancement of technology and infrastructure has fundamentally transformed marketing, expanding the possibilities for businesses to reach and engage consumers. Over the past century, improvements in transportation, communication, and digital technology have revolutionized marketing strategies, allowing businesses to scale their efforts, personalize interactions, and create immersive consumer experiences. These changes have made marketing more efficient, data-driven, and globalized than ever before.
One of the most significant changes brought about by advancements in infrastructure is the rise of global marketing. The expansion of highways, railroads, and air travel in the 20th century made it easier for businesses to distribute products across vast regions. As a result, companies could expand beyond local markets and establish national and international brands. For instance, in the mid-20th century, companies like Coca-Cola and McDonald's leveraged infrastructure improvements to establish distribution networks that allowed for consistent product availability worldwide.
The development of digital technology and the internet has further expanded marketing possibilities. The rise of e-commerce platforms such as Amazon and Alibaba has allowed businesses to sell products globally with minimal physical presence. Digital marketing tools, including social media, email campaigns, and search engine optimization, have provided businesses with targeted ways to reach consumers based on their interests, behaviors, and demographics. The ability to collect and analyze vast amounts of consumer data has made marketing more personalized, ensuring that advertisements and promotions are tailored to individual preferences.
The proliferation of mobile devices and high-speed internet has also changed the way consumers interact with brands. With smartphones becoming ubiquitous, companies can engage consumers in real time through mobile applications, push notifications, and location-based marketing. Social media platforms such as Facebook, Instagram, and TikTok have become essential marketing tools, allowing businesses to create interactive and engaging content that fosters brand loyalty. Influencer marketing, made possible by these platforms, has emerged as a powerful strategy, with businesses leveraging the reach of content creators to connect with niche audiences.
Furthermore, advancements in artificial intelligence (AI) and automation have enhanced marketing efficiency. AI-powered chatbots and virtual assistants provide immediate customer support, improving user experience and engagement. Programmatic advertising, which uses AI to automate ad buying and placement, ensures that marketing campaigns reach the right audience at the right time. These innovations have made marketing more cost-effective and results-driven, allowing businesses to optimize their strategies based on real-time analytics.
Infrastructure improvements have also played a role in transforming logistics and supply chain management, impacting marketing strategies. The rise of same-day and next-day delivery, pioneered by companies like Amazon, has altered consumer expectations and forced businesses to adapt. Fast and reliable delivery services have become key selling points, influencing marketing messages that emphasize convenience and efficiency. Additionally, the growth of smart warehouses and automated fulfillment centers has streamlined operations, enabling businesses to focus on customer engagement and brand building.
In conclusion, the growth of technology and infrastructure has revolutionized marketing by expanding reach, enhancing personalization, and improving efficiency. Businesses now have unprecedented access to global markets, sophisticated data analytics, and AI-driven automation, making it easier to engage consumers in meaningful ways. As technology continues to evolve, marketing will continue to adapt, leveraging new innovations to create immersive and impactful brand experiences. The future of marketing is bound to be even more dynamic, with advancements in virtual reality, blockchain, and artificial intelligence further reshaping how businesses connect with their audiences.
The rapid advancement of technology and infrastructure has fundamentally transformed marketing, expanding the possibilities for businesses to reach and engage consumers. Over the past century, improvements in transportation, communication, and digital technology have revolutionized marketing strategies, allowing businesses to scale their efforts, personalize interactions, and create immersive consumer experiences. These changes have made marketing more efficient, data-driven, and globalized than ever before.
One of the most significant changes brought about by advancements in infrastructure is the rise of global marketing. The expansion of highways, railroads, and air travel in the 20th century made it easier for businesses to distribute products across vast regions. As a result, companies could expand beyond local markets and establish national and international brands. For instance, in the mid-20th century, companies like Coca-Cola and McDonald's leveraged infrastructure improvements to establish distribution networks that allowed for consistent product availability worldwide.
The development of digital technology and the internet has further expanded marketing possibilities. The rise of e-commerce platforms such as Amazon and Alibaba has allowed businesses to sell products globally with minimal physical presence. Digital marketing tools, including social media, email campaigns, and search engine optimization, have provided businesses with targeted ways to reach consumers based on their interests, behaviors, and demographics. The ability to collect and analyze vast amounts of consumer data has made marketing more personalized, ensuring that advertisements and promotions are tailored to individual preferences.
The proliferation of mobile devices and high-speed internet has also changed the way consumers interact with brands. With smartphones becoming ubiquitous, companies can engage consumers in real time through mobile applications, push notifications, and location-based marketing. Social media platforms such as Facebook, Instagram, and TikTok have become essential marketing tools, allowing businesses to create interactive and engaging content that fosters brand loyalty. Influencer marketing, made possible by these platforms, has emerged as a powerful strategy, with businesses leveraging the reach of content creators to connect with niche audiences.
Furthermore, advancements in artificial intelligence (AI) and automation have enhanced marketing efficiency. AI-powered chatbots and virtual assistants provide immediate customer support, improving user experience and engagement. Programmatic advertising, which uses AI to automate ad buying and placement, ensures that marketing campaigns reach the right audience at the right time. These innovations have made marketing more cost-effective and results-driven, allowing businesses to optimize their strategies based on real-time analytics.
Infrastructure improvements have also played a role in transforming logistics and supply chain management, impacting marketing strategies. The rise of same-day and next-day delivery, pioneered by companies like Amazon, has altered consumer expectations and forced businesses to adapt. Fast and reliable delivery services have become key selling points, influencing marketing messages that emphasize convenience and efficiency. Additionally, the growth of smart warehouses and automated fulfillment centers has streamlined operations, enabling businesses to focus on customer engagement and brand building.
In conclusion, the growth of technology and infrastructure has revolutionized marketing by expanding reach, enhancing personalization, and improving efficiency. Businesses now have unprecedented access to global markets, sophisticated data analytics, and AI-driven automation, making it easier to engage consumers in meaningful ways. As technology continues to evolve, marketing will continue to adapt, leveraging new innovations to create immersive and impactful brand experiences. The future of marketing is bound to be even more dynamic, with advancements in virtual reality, blockchain, and artificial intelligence further reshaping how businesses connect with their audiences.