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The ideas and practices associated with marketing emerged in response to the challenges posed by mass production, and these idea - Essay Example
Author : watsicabradly
Pages 6 (1506 words)
The emergence and evolution of marketing in response to challenges of mass production (Name) (Institution) (Course) (Tutor) (Date) Introduction Mass marketing was originally aimed at advertising new products. Producers of the industrial revolution period had to introduce a range of recently invented products like cars and light bulbs…
In addition, the adoption of marketing strategies in the face of increasing competition is discussed. The evolution of marketing On the advent of the factory, new products began to emerge while old products appeared in strikingly new forms. With the flooding of the market with uniformly mass produced products that were virtually indistinguishable from one another, branding was introduced to differentiate the products. Competitive branding evolved to compensate for the product similarity, thereby, achieving image based difference. Essentially, advertising changed from delivering product news to developing an image around a branded version of a product. Design theorists assert that logos were introduced to evoke familiarity in an effort to address the new and unsettling similarity of packaged goods. Brand names replaced small shop keepers as the interface between the consumer and the product (Klein, 2001, p.12). In recent years, marketing has gone into an overdrive with increasing numbers of ads and aggressive new formulas for reaching customers. The astronomical growth rate of the advertising industry is well reflected by the 1998 projection which set the total ad spending at $196.5 billion while the global estimate was $435 billion. This figure outpaces the growth of the global economy by a third. ...