Marketing 3.0: From Products to Customers to the Human Spirit

Abstract

Burlitska, O. (2021) Evoliutsiia kontseptsii marketynhu: vid marketynhu 2.0 do stratehii marketynhu tsinnosti [Evolution of marketing concepts: from marketing 2.0 to a value marketing strategy]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 25, no. 2, pp. 316-324.

Influence Of Social Communications On Changes In Marketing Concept

“…By the beginning of the 20 th century, the notion of "mass" was only being formed and social communications were considered exclusively as a means to inform society. At that time, mass production was at its origins, and the main aim of business was to create and sell as much of the product as possible, not always of high quality, in order to reduce the unit cost of production, and, accordingly, to maximize profit (Kotler, Kartajaya, & Setiawan, 2010).…”

“…This approach, which implies concentration on the product and orientation to the mass consumer, was called "marketing 1.0" (Kotler et al, 2010). The core of this concept was constituted by the marketing mix 4p.…”

“…In a competitive environment, producers were forced to move away from the concept of creating a single (or mass) product for all and to distinguish groups of the consumers, which have the similar preferences, adapting the products for each of the group. This approach is known as "marketing 2.0" (Kotler et al, 2010). The core of this concept was constituted by the marketing mix 7p.…”

“…Now, marketers through the social communications associate products consumption to people's hopes that the world would change for the better by asserting that the creation and consumption of a certain product contribute to solving global social and environmental problems (for example, by asserting that the consumption of cosmetics made from the raw ingredients, which were purchased on the base of "support community fair trade" (The Body Shop, 2017) would help to eliminate social injustice problem). This new concept was called "marketing 3.0" and its components are (Kotler et al, 2010):…”

The Challenges and Opportunities of Entering the Social Media Sphere: A Case Study of Polish Cities

“…Furthermore, as users publish more high quality content, they gain prestige among others and their recommendations become valuable and trustworthy (Bakshy, Rosenn, Marlow, Adamic, 2012). It has been well-established that people tend to follow recommendations from people they know and respect, therefore a word of mouth is considered one of the strongest marketing techniques (Kotler, 2010). This explains why commercial bodies decided to endorse social media and treat them as one of primary communication channels with their customers.…”