This is a mass market created by a corporate commitment to product differentiation in the fifties and sixties of the 20th century, such as Procter & Gamble, Nestle, Unilever, Shell, Philip Morris marketing and dissemination of a pioneer in this market in the mass media in promoting obtained under the constitution good (Schultz and Walter 1997). These enterprises, such as the consumer
Research, the public distribution system, the mass media and other means. Development of leading brands for their different categories of products, usually they can make their products occupy a large market share. As a marketer, it is assumed that you are the first to sell clothes detergent, a good 7 solution for consumers, want and need to meet the user's, and has sufficient funds to dominate sales channels and media, you usually led consumers or customers. This is what we see in the early modern marketing and communication: aggressive and technical marketing companies, they dominate distribution channels, media and consumers. Use the products or services that cannot be easily imitated.
The 1970s, the market began with the increase in expansion of the product changes at the same time, the rapid decomposition in the media to become more specialized. Many merge in the same period sales channels, the powerful wholesalers, distributors and retailers control the weaker competitors, and the expansion of their business to new areas and new markets. Retail traditionally very localized economic forms become regionalization, national and even international channels of purchase in negotiations with manufacturers elbow was a huge blow.
At the same time, the plant from manufacturers, marketers transferred to the distribution channels. By the universal commodity barcode (UPC), computers, scanners and magnetic stripe bank and credit cards can be easy. Quickly and cheaply obtain information about consumers, such as they are, where they are shopping. What they buy and so on. IT changes the power on the market by the manufacturers and marketers to sales channels, sales channels closer to the market than their supplier, more accurate and more information can grasp. Today, the vast majority of consumer products category, dominated consumer relations r retailers such as Wal-Mart, Tesco, Carrefour and other similar enterprises determine the terms and conditions of the purchase from the manufacturer, these huge logistical complete retail distribution system now controls manufacturer, positioning and pricing largely affect sellers how to spend marketing dollars, and also managed to grasp the customers and consumers. Today. The vast majority of developed countries, the market leader in retail and distribution systems, they directly control the consumers and end users.
21st century market
There is a new model, it is the market in the 21st century. The market of the 21st century will be a consumer-driven market, because they control the plant.