Read the summary and the most important questions on A brief history of marketing | Mossinkoff

• 1 Marketing history

  This is a preview. There are 16 more flashcards available for chapter 1
  Show more cards here

• What is a marketing concept and when did it occur?

  A marketing concept as seperate function--> focus on satisfying customer needs from a seperate department (sales/promotion). This occured in 1950-1970.

• What is a societal marketing concept and when was this happening?

  By a societal marketing concept we focus on long-run satisfaction of all societal target groups i.e. customers, investors, employees and public organizations; increasing the importance of branding. This happened in 1990-2005.

• What is labor intensive?

  A process or industry that requires a large amount of labour to produce its goods or services.

• What is a unonized business?

  A business that joined a union (vakbond)

• What is a Product concept and when was it?

  It was between 1900-1930 and it is a focus of management on technical improvement of products and production systems. From 1 to 1 towards mass production. Focus on distribution. Distribution: de verdeling van de productie die niet door de producenten zelf word geproduceerd.
  

• On what is a relational marketing based?

  Relational marketing is based on one-to-one perspective, however people give meaning to products(hot or not).

• What do we mean by a marketing concept as integrated function and when did this occur?

  By this we mean full customer orientation by whole organization. This occured in 1970-1990.

• What is capital intensive?

  A business process or an industry that requires large amounts of money and other financial resources to produce a good or service.

• What is a Bartering concept and when was it?

  It was before 1900 and it is (ruilhandel) 1 to 1 production and direct trade of goods, only if and when at the time needed.

• What is postmodern marketing concept and when did it started?

  2005+) Is approaching or has passed through a new era in advertising, branding, and strategic brand thinking/ socialogical birth of needs, tribes with shared interests (glue values) instead of constructed target groups. Break through of Internet, google, social media and opportunities of the long tail, increasing importance of branding.