Evoultion of marketing as a discipline**

Evoultion of marketing as a discipline

1. Evolution of marketing as a discipline Dr. Esraa Mohammed Soltan Lecturer of Nursing Administration-Suez Canal University Diploma of Health Professions Education (DHPE)

2. Outline: Introduction. Definition of marketing evolution. Stages of marketing evolution. Summary.

3. Introduction: Marketing has emerged and began to be deepened both as a science and as a practice in countries with developed economy. Their markets were characterized by an abundance of products and services that were designed to put consumers in a position to choose the product most suited to their own needs. Equally true is the fact that the spread of marketing was done quite slowly , "only in its expansion starting the fifties to be '‘explosive '', companies and other organizations from economies with various structures and levels of development .”

4. Definition of marketing evolution: It is a process and stages through which the marketing concepts, philosophies, mechanisms, tools & techniques, and orientations of marketing are changing and has changed over the period of the history of marketing.

5. Stages of marketing evolution: The evolution of modem marketing has passed through various stages over the period of time. Each stage has a philosophy, so stages of marketing are also known as the philosophies or concepts of marketing.

6. Stages of marketing evolution:

7. 1. Production Oriented Stage (1869-1930): During the early days of industrial revolution, there was an increasing demand for industrial goods but the number of producers were less. As a result, demand exceeded supply. Selling was not a problem as whoever was producing was able to sell. The focus of the business was on the production of goods. It was believed that profit could be maximized by producing on a large scale.

8. 1. Production Oriented Stage (1869-1930 ) (cont.) : Large scale production helped in reducing the cost of production. It was also assumed that consumers would favour those products which were widely available at an affordable price. Therefore , more emphasis was given to production and distribution efficiency of the business enterprise.

9. 1. Production Oriented Stage (1869-1930 ) (cont.) : Philosophy of this stage: Supply creates its own demand. It means sales will increase automatically with the increase in production and distribution facilities.

10. 2. Sales Oriented Stage (1930-1950): In the previous stage, it was believed that anything that can be produced will be sold. The great depression had proved it incorrect. It was not possible to sell automatically all that were produced. The focus shifted from production to aggressive selling.

11. 2. Sales Oriented Stage (1930-1950 ) (cont.) : In this stage, selling is aimed at somehow clearing the stock of goods that were produced without giving regard to consumer preferences and tastes. Sales promotional efforts and effective salesmanship were taken to create demand and increase sales . Customers were the means of ensuring that what was being produced was getting sold.

12. 2. Sales Oriented Stage (1930-1950 ) (cont.) : Philosophy of this stage: Customers will not buy without aggressive selling. Sales promotional efforts and effective salesmanship were taken to create demand and increase sales .

13. 3. Product Oriented Stage (1950-1960 ): After the world war, there was a huge demand for consumer goods. During the war, most of the industries produced goods that were required by the military people. In this stage it was believed that the customers would buy provided the quality was good. Thus, the emphasis of the business enterprise shifted from promotion and aggressive selling to the quality of products.

14. 3. Product Oriented Stage (1950-1960 ) (cont.) : The focus changed to bringing continuous improvement in the product quality, features, and performance. Henceforth, product improvement and product quality became essential to profit maximization.

15. 3. Product Oriented Stage (1950-1960 ) (cont.) : Philosophy of this stage: Product quality is a must in selling the goods. So there should be continuous improvement in the product quality, features, and performance.

16. 4. Marketing Oriented Stage (1960-1980): In the previous three stages, the focus was on 'products' – first, it was selling the product, then, making the customers buy the product, and finally improving the quality of the product. Customers were the means of getting rid of the products earlier but in this stage, it was reversed. Customers are considered the 'king.' This view of marketing exists even today. Consumer awareness and competition has forced to change the philosophy of marketing.

17. 4. Marketing Oriented Stage (1960-1980 ) (cont.) : Business enterprises have realised that consumer satisfaction is the key and products are meant to serve the needs and wants of the consumer. Thus , the aim of marketing requires the business enterprise to know and understand their consumer so well that the product made fits the needs of the consumer and sell by itself. Products are to be designed in accordance with the needs of the consumer so that the enterprise survives in the competitive world.

18. 4. Marketing Oriented Stage (1960-1980 ) (cont.) : Philosophy of this stage: To provide consumer satisfaction one should know and understand the consumers' needs.

19. 5 . Societal Marketing Stage (1980-2000): In this stage, apart from consumer satisfaction, social satisfaction has also become important because of increasing population, poverty, pollution and shortage of resources. Business enterprises should not only aim at consumer satisfaction, sales and profit maximisation but should also ensure social and ecological development.

20. 5 . Societal Marketing Stage (1980-2000 ) (cont.) : Business enterprises have to identify the needs and wants of the target group and deliver the desired satisfaction in an effective and efficient manner so that the long-term well-being of the consumers and society is taken care of.

21. 5 . Societal Marketing Stage (1980-2000 ) (cont.) : Philosophy of this stage: Consumer satisfaction is supplemented by the concern for the long-term welfare of society .

22. Around the turn of the millennium, another marketing philosophy evolved that stress on long-term value-added relationships with the customers of the business enterprise. It is easy to maintain and increase business with existing customers. Satisfied existing customers will bring in new customers.

23. Summary: Introduction. Definition of marketing evolution. Stages of marketing evolution.

24. References: Dadwal , S. S. (Ed.). (2019).  Handbook of research on innovations in technology and marketing for the connected consumer . IGI Global. ‏ Dutta, S. (2015).  Mastering Commercial Applications–9 . Vikas Publishing House.‏ Information Resources Management Association (Ed.). (2015).  Marketing and consumer behavior : Concepts, methodologies, tools, and applications . IGI Global. ‏