The new trends of the XXIst century consumption

Résumé du document

Marketing has evolved into economic phases. From the beginning of the 19th century to the 1960's, marketers did not focus on the relationship processes which were expensive and difficult to manage. Transaction was the most important thing. Since the 1970's, industrial marketing and service marketing have been developed with a direct and personalized customer relationship. During the 1970s', mass consumption was transformed into selective consumption. Individualized marketing with extended services and relationship came into being. The role of a salesman was to attract a customer and develop customer loyalty. Firms have adopted a strategy of specialization to meet the expectations of consumers.

Extraits

[...] The French law requires a written trace, which reassures. Thus, the Internet becomes a rather advisory tool. The transactions are carried out often off-line. An other trend in tourism is the development of the all inclusive formula. You buy your trip like a kit : you add what option you want and all is forecasted in advance. This kind of travel is appreciated by people who need to have some security, especially abroad. Moreover, they do not have time to prepare their trip themselves and they consider that holidays are holidays and they do not have to do something. [...]

[...] Barnes and Nobles that was the main actor of this sector has been waiting for too long before going on the net and today, in less than 4 years, a new major competitor has risen. Thus, the net and e-commerce have an impact on competition as it quickly permits to little structures to become competitive. What is more, the virtual world in essence does not know any barriers and favors competition. The impact on economy is all the more important as it tends to counter the oldest protectionists structures (Chaebols in Asia for ex.). [...]

[...] The confidence in commerce is low and today, the only impact it has, is in terms of employment (many firms go bust after having employed many persons Thus, maybe the great mistake of e-commerce is to have believed that its impact was a complete revolution. Surely enough, it permits innovation but, it can't be disconnected from the traditional rules of economy. The myth of a new Eldorado is in a sense, completely dead. To survive, e-commerce has to be profitable. It is not the case today, hence a limited impact. But, one day, e-commerce will let everybody know what its potentialities are ; the only problem is to know when it is going to happen? [...]

[...] Electronically delivered products such as software, travel services, entertainment and finance are leading products in both the B to B and B to C consumer markets. Finally, we see that individualism and materialism are predominant values in our society. This, generates consequences in the business area but also in the human relationships. People want to have over measure products and solutions : already done and available immediately. They do not have time to make efforts. Marketing proposes all the products and services you need and suggests and introduces new needs you do not need. [...]

[...] The Internet grants the consumers more means of information. Having at his disposal the formerly inaccessible referential base and data bases, the consumer becomes more "undertaking" and actor. The consumers prefer customized offers and do the work before reserved exclusively for travel agencies. They consult gates, search engines (120 million requests per day on Google), they compare costs, the “clever agents” of all types and the traditional agencies which were put on the network. New technologies have changed our practices, our traditions and our ways of communicating. [...]