As more people using the term marketing nowadays to describe any sale-related process, many don’t know how marketing started, and the main stages of its development over time, where we can see where the Libyan market sits today, and how far it is behind.
Here is a brief look of the main stages of marketing development:
“Stage 1 – The Birth of Marketing: Mass production and efficiency reigned during the early 20th century, shifting the goods fast and in bulk was priority.
Stage 2 – The Sales Era: In the 1920s ‘Salesmen’ and the ‘sales pitch’ were both born, as men would talk the consumer into purchasing the item, even if they didn’t need it!
Stage 3 – The Marketing Era: The 1950s on-wards saw the beginning of market research, allowing companies to sell what the consumer wanted rather than trying to talk them into buying pointless items.
Stage 4 – The Relationship Marketing Era: During the 1990s salesmen took some values from the sales era and now altered their sales pitch to not push one sale only, but to build a relationship between the company and the customer.
Stage 5 – The Societal Marketing Era: the strategy of putting the consumer at the centre of the company and its campaigns, mixing the market research values of the 50s and the relationship building of the 90s to create the ultimate customer focused strategies.
Stage 6 – The Digital Marketing Era: it is formed due to society’s dependence on technology and the internet. although traditional marketing values should not be replaced, digital marketing is becoming ever more valuable.”
while societal and digital Marketing period is the one that the world is living in nowadays. the Libyan market is still struggling in the production period which took place in 1920s after the industrial revolution.
sigma’s aim is to revolutionise marketing concept in Libya and introduce it to a new era.
– (Oxford College Of Marketing, 2012)