From the era of the Phoenicians, the first great merchants (10th century BC), to the current digital age (21st century AD) trade has existed. In its beginnings it was a simple exchange or barter of one product for another. The markets in the villages, towns, ports and cities were the commercial centers. Many of them still exist, but they have been transformed into very different spaces, where we now use money as a means to purchase all kinds of products.
The products have also changed. Before the Industrial Revolution (18th century AD), craftsmen and producers were quite rudimentary. Their merchandise reached the nearby markets; only what was expensive or highly desired reached more distant markets. Each product was almost unique, handmade, limited production or in short supply. Many things changed with the Industrial Revolution, when production became mechanized. During the Production Era, the local markets were saturated, causing the search for other markets, where the products were scarce. In this way, when the local market was saturated, they sought to go to places where these products were in demand.
However, industrialization reached many sides at different times. Those who first had access to it initially continued to produce their specialties to offer them to other markets. When those same markets began to be saturated by a greater quantity of products in a consistent manner and increasing in quality, the Age of Production passed to the Age of Sales. This happens in the second half of the 19th century. Perhaps the best example of this is the Singer brand clothing sewing machines. A standardized, mass-produced technological product, quickly saturating the market, required using sales to convince their purchase. The Age of Sales in marketing developed more at the beginning of the 20th century, and it is perhaps at that time that the sales area lost its good name and attractiveness. Now, when a group of people is asked if they want to go into sales, perhaps 10% of them indicate it as a profession.
The marketing area has always evolved. Towards the end of the 1950s we find ourselves with the Era of the Marketing Concept: the need to see how to better reach the customer and attract his preference. At that time, the area began to be scientifically studied, integrating it into the company. It is identified that marketing includes sales, which brings the main income. The Marketing Concept, its study and better understanding of the area implies knowing the clients, seeking to satisfy their needs, identifying where and how they buy, as well as the price they are willing to pay. Competing with these bases greatly improved the situation and positioning of companies and products. But, the evolution is constant and a few years later a new era begins.
The new era can be identified as that of Market Orientation, where in addition to everything that the previous era raises, caring for the market is added. Around 1980 is when we become very aware that there is only one planet, with a unique group of consumers that should be cared for, maintained, developed and enriched by offering valuable products. Here the care of the environment stands out much more than before. In many cases, large companies with a significant impact on ecosystems are beginning to measure it and take better care of it.
Currently, since the beginning of the 21st century, we have been in the Customer Experience Era (CX for customer experience). Due to the fact that the differentiation of products, offers and companies is increasingly difficult for consumers and that new technologies allow thankless amounts of information at practically no cost, the attention given to the client and the experience that they live throughout their journey as consumer become an advantage difficult to imitate. Each company decides in which era of marketing to locate and compete. Contemporary companies will emphasize a focus on CX more than those practicing another era to 21st century consumers.
By: Dr. Jorge A. Wise, Professor of Marketing and International Business at CETYS University, member of the CETYS Graduate School of Business