MARKETING PARADIGMS TRANSFORMATION AND GLOBALIZATION PATTERNS

The author examines the issue of the marketing paradigm cycle. The aim of the research is to forecast the trends of dynamics of the marketing paradigms. The most realistic issue is the transition from the relationship marketing paradigm where the producer of the goods dominates over its buyer in order to improve and adapt with the change of technological structure and consumer psychology. As part of the study of the marketing paradigm cycle the author concluded that paradigms represent a dynamic cyclic model. All stages of the paradigm cycle, modifications including, are simultaneously present in the target market segments due to the customer loyalty, having situational point. This circumstance determines the migratory nature of consumer segments in the context of the total number of consumer audience. The article also examines the question of the marketing paradigms transformation and globalization patterns. The aim of the study is to identify the main patterns and forecast the transformation of marketing paradigms. The author's interpretation of the evolution of marketing paradigms development allows to conclude that the Genesis of marketing paradigms assumes their transformation with centrifugal deployment of the evolutionary spiral along the time axis from the past to the future. The author also infers that between the previous and the subsequent stage of each cycle a number of marketing concepts are being formed and keep on existing in the future, which are prerequisite and necessary for the essential transformation of the current evolutionary stage and its further replacement by the next one.