When we talk about modern marketing , then there must be traditional marketing as well. But what is meant by traditional marketing and more importantly, what is the difference between traditional marketing and modern marketing that we have called the latter modern?
What do you think of when you hear the term modern marketing ?
Are you thinking about marketing based on technology and information technology?
Do you remember third and fourth generation marketing?
Is modern marketing for you synonymous with terms like relational or relationship-oriented marketing?
Marketing science
Today, all people and businesses have accepted that marketing is an independent science , and in most management courses in the world, even the independent trend of marketing is considered.
In the 1950s and 1960s, the world’s marketing environment was very different. At that time, marketing was not an independent science and was mostly studied on the margins of economics based on the theories of economists.
Industrialization and industrial revolution still cast a shadow on the minds of theorists and they believed that the concern of industrialists and farmers is to sell products and deliver them to customers.
In very simple language, marketing in that period was summed up to what to do anyway to get the product to the customer sooner, simpler, faster and cheaper.
This concern led to questions like these:
- How much demand is there for each product? Where is this demand the most?
- Are intermediaries necessary? How long should the distribution chain be?
- How to create a broadcast network that is less expensive and creates less overhead?
- According to the volume of demand, how to determine the price to better manage the market ?
In such a situation, marketing, under the influence of the economy, had a very big view and saw everything at the macro level. When they talked about the supplier, they meant all the suppliers together and when they talked about the demand, they paid attention to the sum of the demand.
Therefore, in order to get out of this situation, marketing had to become a function, and every business had its own marketing unit, in which it dealt with marketing management, and of course, the discussion about the market included each and every business. Not a collection.
Because if marketing comes from the macro level to the micro level of an economic enterprise, it can have a marketing department and define a set of activities under the title of marketing management for the marketing unit . Of course, on the consumption side, the individuality of people and their psychological characteristics as well as the family unit should be taken into account, and everything should not be summarized on a large scale such as district, city and province.
Marketing Management
Defining marketing as one of the functions and turning it into a department and changing the view of marketing from the macro level or in other words the whole economy to the micro level or the company and the customer and declaring the existence of marketing management has been one of the useful works in this field.
In this field, consumer behavior must be understood, and consumer behavior is not something that economics alone can describe; Rather, we should go to fields such as psychology, sociology, anthropology and even political science.
The economic behavior of humans cannot be explained with the logic of classical economics because the influence of factors such as pride and pleasure speaks in economic decisions.
If we make marketing smaller as a function. We can divide marketing into four parts:
These four parts are what we know as 4P in marketing, namely Product, Price, Place and Promotion
The key point here is that marketing should not be limited to describing what is happening and should build theory. The more marketing theories develop, the more predictive power marketing will have as a science.
This predictive power can be a tool in the hands of marketing managers to improve the quality of their choices and decisions.
Marketing position
The two terms opportunity and effort, i.e. supply and demand, indirectly and repeatedly remind us that marketing is different from economics and that we are talking about behavioral sciences in marketing.
An opportunity means that there is a demand in the market for a specific product or service that a company can provide.
Effort means all the actions that an economic enterprise takes in order to have a competitive advantage over other enterprises that can also use the opportunity.
Modern marketing
Modern marketing is not related to yesterday and today, as in philosophy, modern thinking is not limited to the last few decades and has its roots in past centuries.
It’s interesting that some people think that traditional marketing is the 4P’s and that everything taught today is modern. While modern marketing was formed even before 4P.
Modern marketing is a period of marketing that started in the 50s and 60s and is still going on.
3 main characteristics of modern marketing
- An independent branch next to economics and not a subset of economics, which of course, like many sciences, also benefits from economics.
- As a single function or department, it is placed next to other functions such as production, commerce, procurement, etc.
- It goes beyond sales and after-sales services and assumes the responsibility of knowing the market and the customer, and the customer’s behavior and needs.
In the end, it can be said that modern marketing is a kind of marketing management , which includes many and various processes and activities, because the customer does not buy a product just to satisfy their needs, and an action of being seen , understood , heard , and active participation . needs.
Therefore, modern marketing seeks to analyze customer behavior to better understand his needs.
