Five Eras of Marketing

A brief overview of the five eras or marketing.

1. Five Eras of Marketing By: Timothy Palmer

2. Five Eras of Marketing

3. Production Era Before 1925, most firms focused narrowly on production.

4. Production Era High quality products Mass production lines “A good product will sell itself.” Business success was defined by production success Production shortages and intense consumer demand ruled the day!

5. Sales Era “Creating advertising and selling will overcome consumers’ resistance and persuade them to buy.”

6. Sales Era 1920s-1950s Increased production lead to an increase on sales to find customer for all of the outputs. Many chief executives held the title of sales manager. Sales orientation= assumption that customers won’t buy nonessential items so the goal of selling is to persuade customers to buy!

7. Marketing Era “The consumer rules! Find a need and fill it.”

8. Marketing Era 1950s-1990s Marketing and selling are no longer synonymous! Marketing concept= companywide consumer orientation with the object of achieving long-run success Seller’s market= more buyers for less goods and services Buy’s Market= more goods and service than buyers

9. Relationship Era “Long-term relationships with customers and other partners lead to success.”

10. Relationship Era Emerged in the 1990s Focus on obtaining and maintaining relationships with customers and suppliers Strategic alliances and partnerships Marketing myopia= management's failure to recognize the scope of its business

11. Social Era “Connecting to customers via Internet and social media sites is an effective tool.”

12. Social Era 2000s-Present Number of Social Media Sites Number of people signed up for social media sites Wider range of access to potential new customers Easier access to customers

13. Sources Contemporary Marketing , Boone & Kurtz, 17th edition, Cengage.