The advent of the Atomic or Space Age has focused attention on the specific approach to business decision making. In no field of management has this been more pronounced than in the field of marketing. Following naturally from the more advanced technologically progress and higher standard of living in Canada, the United States and other developed economies, scientific marketing has made greater strides in North America than if has anywhere else in the world.
The changes have been swift and far-reaching. The dynamic characteristics of the North American economy have been fully demonstrated in what has been aptly described as a “marketing revolution”, equaling in importance the industrial revolution of a century ago.
The study of marketing has likewise moved forward. Great attention was given to the mechanics of marketing in the first half of the twentieth century. The first post World-War II decade, roughly covering the decade of the 1950’s, saw great changes in both management thinking and management approach to the whole area of marketing.
Zig Ziglar: Today’s sales professional is not the plaid-coated, white-belted, snake oil-selling carnival barker or the outdated stereotype of the fast-talking, back-slapping, joke-telling used car salesman. Today’s sales professional has the appearance of the Harvard MBA, even if he or she didn’t complete high school. Today’s sales professional is educated in what is necessary to be successful in the modern world – from computer literacy to market knowledge.
The words we hear most in today’s selling world are change and technology. The salesperson who refuses to adapt to change and capitalize on the technology of today is going to be left at the starting gate and will have a limited career that will not be nearly as productive as it otherwise could be. The sales professional of the twenty-first century who is going to be a top-performer has to be capable of adapting to change and using the current technology. Our adaptability is directly dependent on our attitude, and when I think of adaptability, change and technology fueled by the right attitude.
The change in selling technique alone was similar to the difference in operating a beeper and a laptop.
Many direct sales businesses like Avon have advanced with technology and have corporate computers interact with field sales staff computers to facilitate ordering over the telephone and the internet.
THE NEW ERA OF MARKETING
The decade of marketing. The years beginning with 1950 have been widely described as ‘the era of marketing’ in the United States. This designation is not merely an academic term. It is generally accepted by business as signifying a definitely new era, a new phrase in the economic development of the United States. Because, of the proximity of the United States and Canada and the similarity of economic development in these two countries, virtually all the factors that make the current period the era of marketing in United States apply with equal force in Canada.
Grolier: Marketing management is faced with the necessity of studying price and price reactions more deeply than has been done in the past. Consumer income and demand will be watched with special care to determine reaction to price both in theory and in practice in the market. Much more will have to be known concerning geographic differences in demand. The regionalizing of magazine advertising is only a beginning in the direction of sectionalizing markets. Markets segmentation will require greater attention to local differences than in the past. Some way must be developed of making mass production economies available on a mass-marketing basis to individual buyers in different sections of the country. In elimination of waste in distribution, attention will also have to be paid to methods, tactics and practices of the distributors, both wholesale and retail. A more realistic division of the distribution job...