Roger D. Jermeay II
Marketing and Promotion
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” Peter F. Drucker (2001). Marketing is more than definitions, abstract thinking, theory and being sales manager. It is a science that incorporates functional knowledge that operates, not in a vacuum, but based on accepted principles.
The purpose of this report is to inform the reader about marketing in the United States of America. The American style of marketing is the advent of business’ to find a way to make a profit. It is a necessity for businesses to know the ...view middle of the document...
For example, there have been four major stages of progression in the United States directly affecting marketing issues in the business environment: Production, selling, marketing concept, and customer relationship. In the beginning early until the early 1900s businesses incorporated the philosophy of “Produce as much as you can, because there is a limitless need for it.” This era is known as the Production Era. At the time the production philosophy was logical and profitable pronounced by the quantifiable necessity brought on by to the population boom of the time. The business owners of the time were farmers, carpenters, trade workers, and manufacturing (Nickels, HcHugh, & McHugh, 2010). In the early 1920’s a change in marketing philosophy was sparked by the overwhelming success of the mass production. In essence Selling Era modus operandi focuses on selling and advertising, convincing the customer to want or believe they needed an existing product (Nickels, HcHugh, & McHugh, 2010). Soon after World War II (y.1945) demand for goods and services drastically increased as did the competition for their business, as soldiers were returning home, starting a family (baby boom era), causing a ripple effect in the market place. Consumers now were savvier and expected more for the money they spent. As such the Marketing Concept Era began, imparting on a three phase marketing scheme: Customer Orientation, Service Orientation, and Profit orientation. The model of which is to provide the customer what they wanted while focusing on good customer service and providing a good or service that will earn the most profit (Wind, 2008). Finally, in the 1990’s to early 2000’s expanded the lessons learned to bring upon the Customer Relationship Era. This marketing model was adopted for business and incorporated the practice of Customer Relationship Management (CRM); the process of learning as much about the customer as possible to adapt customer service to satisfy the customer (Hiebing, Cooper, & Wehrenberg, 2012). Customer-Managed Relationships (CMR) is the current philosophy used by businesses the dictates the customer is the driving force to product selection and the customer has the power when building relationships with suppliers (Wind, 2008).
Arguably the most important element in marketing is Customer Orientation, a two-stage process that identifies customer need and satisfying those needs. The primary focus of customer orientation is to satisfy the customer, to do this first understanding...