The mother of all myopia

The “Modern Age” has been termed as the 'Age of Marketing'. With the advent of ‘Globalization’, markets of any commodity has grown beyond the horizon.

This has resulted in higher operational needs. Unless, substantial production is made how come the markets be catered !

So today, market is of essence and prime importance. All are trying to satisfy the market and every decision taken is targeted to win over them (market).

Furthermore, Marketing Era firmly believes and propagates the concept that, “if one has to do something, he needs to do it first before others could do!”

I would like to contradict here, and would like to try to prove that “The Marketing Era” started much before, than what, the ‘stalwarts’ perceive.

Let us go into the pages of history for a while and make some critical analysis of the facts presented by it.

The “Industrial Revolution” started in Great Britain in the mid 18th century, as by then, the British had colonies in all the continents known.

The British have been chiefly traders and businessmen, who took daring sea voyages to reach new land masses. One such exploration led to the discovery of India.

Initially, they would engage in trading activities and later on they would take their chances in grabbing the land.

History tells us, that by virtue of their superior arsenal and fire power they were able to defeat the natives (of the respective country), and proclaim themselves to be the master of that country. India being no exception!

The huge empire forced them to look for alternatives, as they were finding it increasingly difficult to cater to the demand of their market.

‘Industrial Revolution’ saved them. Machines took the role of human beings in producing goods. Mass production became a reality!

Advantage Britain! Once again they did it first, before others could do.

Today what we are, have only been a continuation of what started in Britain in the 18th century.

The ‘Marketing Era,’ is said to have started in India in the late 70’s and early 80’s, though it generated pace only after 1994.

In America and Europe the ‘Marketing Era’ started in the late 50’s.

And what tends to be the “mantra” of the ‘marketing era’:-

1. Marketers’ needs to be pro active rather than re-active.
2. All focus on Quality, quality and quality.
3. Never to think of compromising Quality , and it should be of international standards.
4. The consumers/customers (market) have the final say, and so, satisfying customer needs is of primary concern.
5. Research, as an effective tool for the identification of future trends.
6. Arresting the market’s need before the market senses or your competitors sense.

Now, way back in the 18th century the British also sensed, that, with their empire stretching from one hemisphere to the other, they would be requiring mass production to cater their markets.

Perhaps it needs no mention that, products of the British reign were much superior to that of today (so quality function was given due importance, proved.)

Is it not marketing! If not why? Thinking about the market first and then about self is what has been termed as ‘Marketing’ by the modern day ‘Management Guru’s’ and stalwarts.

That was absolutely what the British thought and did, as I, a modern day marketer is compelled to analyse.

Would it be absolutely wrong to say that, the “marketing era” started much before we had perceived it to be, and we have been “myopic” enough not to understand and identify that.

(Waiting for your esteemed observation and criticisms!)

Contributed By:
Malay Bhattacharjee
(Globsyn Business School)