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7 February, 2020 12:28:14 PM

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Modern concept of marketing

In fact, it is difficult to target a specific group of customers with the traditional concept of marketing; it can only be done through specific market segmentation
Rana Dutta
Modern concept of marketing

Modern touch of technological advancement, innovative thinking and attitude and the endless desire for having lucrative products or services have radically changed the entire traditional concept of marketing. Now, marketing does not confine within the efforts of merely buying and selling; it is something more than that.

Today’s marketing doesn’t have to be black magic; we don’t have to guess because of the democratization of complex analysis and machine learning.

With the magical touch of modern technology, we’re able to learn each and everything quickly what works and what doesn’t work whether we’re online, offline or on the go.

The concept of modern marketing is comprehensive and user-centric; it means discovering potential customers and creating goods or services in such a way to fulfill the needs and wants of the customers rather than simply providing them with what the seller has made. So, it is a must for the seller to read, scan or understand the consumer’s phycological facts.

There is a fardifference between modernand traditional concept of marketing where an ad is created and then that is that; it is about customer experience at every touchpoint, building relationships with customers offering and providing various free and value added services, familiarizing continuously the new digital landscapes and marketing across the multiple channels to reach different consumers.

Traditional methods of marketing are still a matter of pain in Bangladesh. There are a large number of big and small business firms in Bangladesh but very few can read the consumers’ phycology from the bottom line of the inner eyes and thus, creating an unparallel relationship between the market and the marketer.

But the question is why should we adopt modern marketing concept while traditional marketing is easy and painless to apply without any research. This is because of creating employment opportunity, putting emphasis on marketing research, encouraging healthy business competition, better production quality, fulfilling consumer’s needs and wants, social media welfare, achieving enterprise objectives and so on.

Traditional forms of marketing include placing advertisements in newspapers and magazines, radio commercials, telephone sales, direct mail and door-to-door sales are also fit into this category. Although these marketing methods have been successful in the past in Bangladesh, they all have some disadvantages especially with the rapid growth of Internet usage.

In Bangladesh, traditional marketing uses static text or advertising commercials to promote a product. If an ad is placed in the newspaper, it can't change until we place another ad. But, on the Internet we can instantly update our page to let people know about our selling products are sold out.

Newspaper advertisement costs enough and every time has to pay whenever we run a new campaign. Adding new products or sales pages to our website doesn't create any additional costs as we already have a person on our team who can update our product information and our ad is accessible to the entire World Wide Web.

In fact, it is difficult to target a specific group of customers with the traditional concept of marketing; it can only be done through specific market segmentation but not an individual and this is possible only by applying modern concept of marketing.  

For example, an ad may target young women in our urban society. The ad may show young people interacting and present interesting copy about a new style of purse. Here, new marketing techniques can track what a viewer has looked at and suggest similar products.

Marketing philosophy must be incorporated to modern marketing strategies. Building a modern marketing plan requires several components: Tech Stack, Skills, Team, MeasurementandOn-going education. This guide will touch on each of those. But first, we need to address something else.

There are six modern marketing concepts such as production concept, product concept, selling concept, marketing concept, consumer concept and societal marketing concept that can help marketing managers be successful to achieve his business goals.  

Production concept puts emphasis on production and assumes that consumers will always respond to products that are made available to them because of the manufacturing dominance and insignificant competition. This concept always ignores consumer interests.

But, the product concept not only puts emphasis on the quantity of production but also the quality of the product as it assumes that customers will respond to products of the best quality at the most reasonable price and hence, the major task of the management is to improve the quality of the product to attract and hold customers.

Due to the technological development, the competition has grown and the market has become more complex and here, selling concept suggests that consumers will not purchase enough of the product unless interest is gained through major selling and promotional activities. It ignores consumer interests and the company may face difficulties in the long run.

The modern approach of marketing is referred to as the marketing concept. The essence of the marketing concept is to fulfill the customer’s demand and so, it is very important for the manufacturer to produce the product according to the consumers’ needs and wants so that consumers get satisfaction and manufacturers earn profit as well.

Now-a-days, consumer concept is also important for the marketers and here, the companies are using consumer concept to give attention to individual consumer and it can be done through one to one marketing.

Societal concept gives importance to consumer satisfaction, social welfare and company's profit. This concept is social-oriented and so, the company must satisfy the society by performing all its social obligations like pollution control, environment protection, not harming the ecology balance, doing social welfare activities etc.

The world is changing each and every day. Due to the triumph of globalization and the technological innovation of internet usages, life and living stylesof modern people and fashion trends and desires are also changing. Therefore, to keep sustain in the competitive world as a marketer, there is no alternative way of adopting and materializing modern concept of marketing.

The writer is Assistant Deputy Secretary, BKMEA

E-mail: ranaduttabkmea@gmail.com

 

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Published by the Editor on behalf of Independent Publications Limited at Media Printers, 446/H, Tejgaon I/A, Dhaka-1215.
Editorial, News & Commercial Offices : Beximco Media Complex, 149-150 Tejgaon I/A, Dhaka-1208, Bangladesh. GPO Box No. 934, Dhaka-1000.

Editor : M. Shamsur Rahman
Published by the Editor on behalf of Independent Publications Limited at Media Printers, 446/H, Tejgaon I/A, Dhaka-1215.
Editorial, News & Commercial Offices : Beximco Media Complex, 149-150 Tejgaon I/A, Dhaka-1208, Bangladesh. GPO Box No. 934, Dhaka-1000.

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