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Professor Kotler has outlined the history of marketing in the United States following the events in chronological order: 1910 Focus on planning the 1920 financial restructuring, mergers, etc. Accounting 1930, or 'books look better "throughout the depression of 1940, production because the need to get more stuff faster; 1950 Net sales, as production has exceeded demand, 1960 Marketing to develop a similar product and new markets, 1970 increased emphasis on strategic planning, in 1980 the possible use of resources.

For many companies, especially in the west, the issue had been successful marketing to develop a product that can be produced continuously in large quantities to achieve economies of scale. This meant "mass marketing" of products to a large number of people who have been persuaded (often by high-pressure techniques

According to marketing expert Japanese Ken'ichi Yasumuro that could compete with Western manufacturers, Japanese manufacturers, in turn, used the marketing systems to adapt "or AMS. Associated with flexible manufacturing systems (FMS), it gives a significantly different approach. AMS and FMS combination allows a wider range of product variants economically in small lots. Therefore, a closer degree of adaptation to the real needs of the client.

Again, we must remember that the unanswered questions in isolation, but each may have an influence on others. The questions that arise vary from one situation to the, but usually include:

What should be the product line will be? Should we standardize on a few points that offer a wide selection or give the customer demand? How many shares should we give? How many changes should we offer?

How do you sell? Are we going to sell directly to customers or through wholesalers / agents / distributors? Retailers and vendors what kind and how many? What after - sales service we offer is that? How can we distribute the product? We will use our transportation? Or send by road / rail / air / sea? Can we be sent directly to the plant or regional stores need (to build our own or rent)? What is the importance of fast delivery and how do we get?

If the delivery is very important, we'll definitely have to wear store, and they may have to stand with our customers. Supermarkets have a high turnover, and make small stocks, which needs recharging regularly at short intervals. This led many large food packers to establish regional stockpiles from which the common expenses related thereto may be taken for supply to supermarkets and other customers in a relatively small radius. The decision must be made as to whether this system (where the goods are to be treated twice) isf cheaper than direct shipments from the factory or perhaps several diferent plants. Of course, there are no answers, and respond to "good" could change depending on circumstances.

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