The marketing concept experienced many changes before being transformed into an avatar ‘marketing centric customers at this time. The organization driven by sales is the initial model of doing business, driven by their production capabilities and products. Then, increasing situations cannot be avoided because market dynamics change according to customer’s priorities.
The following is a brief about the evolution of marketing from primitive techniques for modern / sophisticated techniques.
Level 0 – Sales Organization – The existence of sales organizations can be appropriately compared to civilization in the savage era. Sales organizations exist mainly in premature or primitive markets where there is no need for marketing. They are in two types of market situations – 1. Monopolistic markets and 2. When there is a very large supply imbalance. It can also include government projects provided by politicians for their cronies. This can be seen in the socialist economy where a handful of companies achieve business licenses from the government. In this situation, sellers or providers have a big advantage, because people don’t know the difference between marketing and sales.
The company does not show interest in reaching customers, because they are mostly focused on making sales rather than adding value to customers. As a result, customers are forgiven by the company for this service. The concept of marketing is absolutely not in sales organizations. In addition, innovation is not in the socialist structure.
Level 1 – Advertising – Advertising on TV or national paper conveys reliability to customers. Companies that use advertising as the only marketing tool practice primitive marketing methods. Here advertising began to appear to ‘promote’ products. The company uses ads only to make customers know the product. The company blindly encourages products to markets that ignore the increase in product and customer needs. They might try to show product differentiation by highlighting a unique sales proposition or points known as USP, which was created in the 1940s. This may not function properly on the market today, because the requirements of all customers are not the same.
Level 2 – Market research – Market research is a marketing method that is slightly less primitive. Market research is limited to the basic aspects of the market such as market size, which are sold by products / brands, who buy, media planning and target the right media to advertise. It could be so to find where customers are willing to pay more for service. This is to find the most interesting market size. Market research will not play a role in designing products such as those carried out based on the company’s strength. Even though the company gets signals from customers with specific needs, they are not sensitive. Market researchers exist in such situations where there is intention to serve customers.
Level 3 – Customer relationships – Customer relationships are the next level of marketing where the company uses it to communicate with customers. Communication is mostly one direction because they only try to make customers comfortable with lip service than listening to customers and their needs. In general, they pretend to respond or serve customers just by asking for feedback that is often removed. At this level, the ‘relationship’ of customers will be weak and does not functionally help customers because the quality of the product / service is lower.
At this level primitive marketing level
Level 4 – CENTRIS MARKETING CUSTOMER – Customer Centric Marketing is very important to move organizations from primitive with sophisticated marketing forms. In Customer Centric Marketing, businesses try to ensure their customers get a fair deal. The company will mainly focus on customers and use customer feedback to improve products / services that are functionally