服务业营销英文lecture-01.pdfVIP

LESSON 1 INTRODUCTION TO MARKETING The objective of this lesson is to have an insight into: Origin of service marketing Marketing Organisations Marketing environment Marketing today Lets look at the origin of service marketing……. Prior to the time of the Industrial Revolution, virtually all trade and exchange processes involved some personal contact between suppliers and their customers. This meant that individual producers could cater to the needs of their customers, and most trade was very local in nature. The increase in overseas trading and the advent of the industrial revolution heralded the start of new types of trading practice, and the introduction of some of the processes which are part of marketing today. Initially, producers and manufacturers were concerned mainly with logistical issues - transporting and selling goods to widespread markets, often located far away from the point of production. The focus here was on production, with consumption and consumers being seen as the end result of a production and distribution chain. For as long as demand outstripped supply, which was generally the case as western countries started to go through periods of dramatic growth in economic activity and technological change, producers could all exist profitably simply by producing more efficiently and cutting costs. Little attention was given to the role of the consumer in exchange processes. In the early twentieth century the realization that marketing was, in itself, an important part of the business process led to the founding of the American Marketing Association and the development of the earliest aspects of marketing theory and practice. It was much later, however, that the need for a marketing orientation was recognized, with a c