Deep io evolution tree12/15/2023 Business owners and marketers started to take notice of the effects of their actions on the environment. In the 60s and 70s, many companies were exposed to the public for their unethical practices. It stemmed from a conflict of interest between satisfying the customers’ short-term needs with society’s long-term welfare. It’s a concept that emphasizes an organization’s responsibility to develop strategies that positively impact the consumers’ well-being and the environment. In this era, a marketing theory called societal marketing came into existence. That’s because each market segment can satisfy its needs by purchasing one or the other products from the company. This type of segmentation allows businesses to cater to the needs of the entire group as a whole. They offer products unique to each group. Then, they segment them according to buyers’ specific purchasing goals. A marketing-oriented organization begins with pinpointing the customers’ needs. Marketing orientation (a.k.a, customer orientation) is all about focusing on customer needs. Additionally, it concerns providing them with the desired satisfaction than its competitors. It revolves around the idea that reaching the business goals relies on understanding the needs of target customers first. At this stage, businesses’ marketing tactics include identifying what customers need and effectively customizing activities that address these needs. It was around the 1940s when industries realized that focusing only on their business needs often leaves customers unsatisfied. It’s no surprise that even today, some people associate marketing with selling. The concept of marketing took place only after products were produced. Additionally, sales professionals went door-to-door to sell products in customers’ homes. The Sales Orientation was an era when companies heavily rely on marketing promotions to sell products that companies made.Īdvertisements through different platforms such as radio, print, and television were incredibly popular at this time. This ushered an idea that consumers will want to buy a company’s products if they are enticed through eye-catching sales promotions. Back then, companies cared more about sales volume rather than customer satisfaction. Generally, mass-produced products were already the norm. Sales Orientation Era (1920s-1940s)Īs more companies join the field, the sales tactics become even more competitive. When it comes to marketing, businesses focused their efforts on promoting low prices and beating their competitors. More importantly, their goal was to increase efficiencies in production and distribution. They hired thousands of factory workers to sustain the demand for production. Companies such as Slater Mill and Ford Motor Company dominated this industry. This economic movement triggered the rise of the Industrial Revolution, which started in Britain and expanded worldwide. Manufacturers followed the principle of mass production to lower costs and more sales. Thus, business efforts were primarily geared toward increasing the quantity rather than the quality of the output. Companies thought that customers are willing to pay for products that are cheap and readily available. This era highlighted a tunneled focus on mass production. Related Video: The History & Evolution of eCommerceĮras that Shaped the Evolution of Marketing Production Orientation Era (1800s-1920s) It’s important to look back in time to appreciate what it has to offer in the future. In today’s article, we’ll take a deep dive into how marketing evolution took place. With economic forces at the helm, businesses were faced with the reality of competing for customers’ attention while ensuring that they lock in their ROI. It started as a distinct discipline that went through different periods of refinement. Marketing, in and of itself, has seen dramatic transformation for centuries. How did people discover products in the early 1900s? It’s hard to imagine, for this social media generation, how old folks traditionally did their commercial activities without smartphones. In a free-market economy, marketing is so ubiquitous that we don’t stop to think about how it started and grew to what it is today. In this article, we’ll go back in time to highlight how it has evolved and came to influence our capitalist society over the years. From the stone age to the post-modern digital era, our civilization has undergone a fascinating evolution in human history.
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