Toward A More Comprehensive Marketing Strategy

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Marketing decisions have expanded over the years with the advent of mass production, mass distribution, and more intense competition in markets. First, mass production and mass distribution led to business concentrating on distribution and selling problems. As the number of buyers and sellers of products increased over the years the element of heterogeneity became significant ([2], [3], [4]) on both the supply and demand side of exchange. Firms had different capabilities and households had a variety of needs. The process of exchange became more a process of matching heterogeneous product benefits of the firms with heterogeneous consumer needs. Firms realized they must identify consumers with needs they could fulfill. Also, consumers realized they had a choice in purchasing.