Marke&ng

class

MARKETING

EVOLUTION
S
Diah Sastri
www.diahsast
ri.com

Maslows Hierarchy of Needs

Marketing Basics Marketing Basics

Evolution of Marketing: Evolution of Marketing:

Product-orientation Stage make all you can

Market-orientation Stage make what you can
1. Demand exceeds available supply. sell
2. All that is made can be sold.
1. Variety in markets, variety in products.
3. Focus is on engineering and generating output, not the customer.
2. Employs full marketing mix.
4. Epitomized between late 1800s and early 1930s.
3. Focus is on customer needs and satisfaction; profitability over volume.
The American public can have any color car it wants so long as its black. 4. Most typical current orientation.
Henry Ford, referring to the Model T.
make it together
with the customer
Sales-orientation Stage Service Dominant Logic
sell all you make

1. Supply frequently exceeds demand. 1. Service industries gain more and more importance
2. Focus is on promotion and pricing; objective is to sell all the inventory. 2. Ideas generated in the service field spread to other sectors (like industrial
3. Hard-sell techniques create stereotype of pushy, annoying salesperson. marketing, marketing for consumer goods, )
4. Epitomized between early 1930s and 1950s. 3. Intangible product features

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Produc<on Orienta<on Stage Product Concept

The philosophy that consumers will favour The philosophy that consumers will favour
products that are available and highly products that oer the most quality,
aordable and that management should performance, and innova<ve features.
therefore focus on improving produc&on and
distribu&on eciency.

Selling Concept / Sales

Orienta<on Stage
The idea that consumers will not buy enough of
the organiza&ons products unless the
organiza&on undertakes a large scale selling
and promo<on eort.

Service Dominat Logic / Societal

Marke<ng Concept / Market Marke<ng Concept
Orienta<on Stage The idea that the organiza&on should determine
the needs, wants, and interests of target
The marke&ng management philosophy that
markets and deliver the desired sa&sfac&ons
holds that achieving organiza&onal goals
more eec&vely and eciently than compe&tors
depends on determining the needs and wants
in a way that maintains or improves the
of target markets and delivering the desired
consumers and societys well being.
sa<sfac<ons more eec<vely and eciently
than compe&tors do.

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Four dierent orienta<ons in the history of

MARKETING MANAGEMENT PHILISOPHIES American business

Orientation Key Ideas

Production Focus on efficiency of internal operations

if we make it, they will buy it

Focus on aggressive sales techniques and believe

Sales
that high sales result in high profits

Focus on satisfying customer needs and wants

Market while meeting objectives - if they will buy it, we will / Societal era
make it
Focus on satisfying customer needs and
Societal wants while enhancing individual and
societal well-being. I.e.-mfg using recyclables