Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 43: Cultural Harmonies and Variations
Cultural Harmonies and Variations
We can look at development and marketing from many perspectives. At the Third International Conference on Marketing and Development 2 years ago, I suggested a longitudinal view, relating development to the various stages that societies go through as they change the character of their marketing activity.
Seven Marketing Stages
- A traditional peasant economy
- A mercantile resource
- A source of cheap labor and shoddy goods
- A cheap source of goods to be labeled abroad
- An exporter of native brand labels of questionable quality
- A source of good quality labels and good price value
- A source of labels of quality, imagination, and creativity
I reminded the audience of these seven stages of movement from traditional subsistence peasant economies to the sophisticated ...