ASSIGNMENT

Assignment



Assignment

Introduction

The concept of marketing mix (hence the "4P": Price, Product, Place, Advertising), which holds an important place in the minds of researchers and practitioners for over half a century, a very quickly adopted, probably because of its educational value and its simplicity. However, we believe that the marketing mix is ??now a victim of this simplicity. It applies, in fact, perfectly manufactured, but is often insufficient, especially for services. Thus, mass marketing, transactional, short-term liability and is seen now enriched by a different type of marketing, more or less individualized, long-term and inserted with a view of economic exchange but also social: the relationship marketing. The focus on relationship marketing in Europe and the United States since the early 80's and has steadily increased since then. This is another approach to the exchange (Barnes, 2008, p15).

Definitions

Relationship Marketing

Before analysing the question, it is important to understand the key terms involved in the discussion. Relationship marketing refers to the integration and collaboration of the organization with the stakeholders in communicating the brand value and offer. Relationship marketing is not born by chance. It is part of global economic developments experienced by Western societies in the post-war and take over other marketing concepts become, in some cases at least, inadequate. A development history is therefore required in advance, to better understand why the marketing has been redesigned in these societies. After the Second World War, an economy of production is taking place: the demand far exceeds supply and everything that manufactures buy. The urgency is to build a production system capable of meeting the needs growing exponentially. No one cares even the "how" to sell any goods manufactured, as is immediately sold. With the 60's, the era is a distribution economy where supply and demand equilibrium is established where an early diversification of products and services. The advertisement succeeds advertising and the time marks the beginning of supermarkets, central purchasing and the great outbreak of intermediated sales channels creating an awareness of the products more and more consumers. Gradually, the supply becomes greater than the demand and the dawn of the 70 marks the beginning of a true market economy.

The 4Ps

Another significant marketing concept is the implementation of four Ps. They refer to as marketing mix and the famously known as "4P". They constitute a definition of marketing-oriented product and not to the client. Each product is now a market, an anonymous mass of consumers, it is to grow up. The advertisement then serves to inform and challenge those consumers. In the mid-80s, the trend reverses. The differentiation is now moving through the promotion for consumer products in particular.

The concept of value becomes dominant and trademarks of manufacturers permanently lose their monopoly with the emergence and rise of retail brands and products "unbranded" and "hard discounters". Consumers are now asking why buy expensive goods they are offered elsewhere at lower prices. Service firms are also beginning to be interested in marketing in order to sell more and ...