Two decades later after the rampant sales era to marketers, there was a need to integrate production process with marketing process to meet the economic role of marketing. Thus, there was a need to combine company’s internal operation process such as purchasing, production, transportation and R&D in marketing department of the company. This was necessary to facilitate short term marketing policy planning and integration of firm’s activities. The marketing regime had boost from technological, economic development globally and demographic characteristics.
The marketers had to venture into researchers to the specific market targets for making sales. Thus it committed resources for evaluating each market segment’s attractiveness and selecting one or more segments to enter. In this era the population which was economically empowered was the old and adults as opposed to youths (Norma, 2002, p. 42). Thus major product and brand management efforts were diverted to capture the income distribution of a given segment to sustain profitability of the organization.
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