Re: the consumers behaviour

"mr goat" <[EMAIL PROTECTED]> wrote in message
news:[EMAIL PROTECTED]
>
> "Fabrice Pombet" <[EMAIL PROTECTED]> wrote in message
> > Yes, the application and managerial vocabulary for industrial marketing
have
> > changed slightly -although it is hghly rethorical.
>
> What nonsense.
>
> B2C has changed into something unimaginable in 1982.
>
> The WWW, Usenet and email were things almost every consumer had never
> heard of in 82. Do you not think they have had any impact in how to
> reach/sell to and talk to consumers?

Well, some technical applications have appeared since 1982 that have changed
the competitive environment, but the marketing and social science paradigm
underpinning B2B and B2C has not changed since then.

The last big change of paradigm in Consumer behaviour(B2C if you prefer) was
conceptualised in 1982 and 1981 with the introduction of Experiential and
Hedonic consumption, that is the idea that consumers pay attention to their
emotions when they make buying decisions (Seminal article in the JCR are
Holbrook and Hirschman, 1981,1982).

Some people have thought that the web, internet, etc. was fundamentally
changing the B2B and B2C paradigms at the end of the 1990s (With such idea
as relationship marketing, one-to-one marketing), but unfortunately, most
thinkers in the field have backed off at the turn of the 21st century, and
there are now very few -serious- people to think that the internetis really
changing the consumers' behaviour. It is just a technical tool that enhance
what people used to do, but it still works in the same general framework of
marketing(5 Ps, etc.) and if you wish we can discuss that in another topic
of discussion, since it is probably one of the most practical and
interesting issue on marketing at the moment: why internet and database
marketing are just technological advances and not really  marketing ones.

Fabrice Pombet
Doctoral Student
Imperial College London