EVOLUTION
OF
MARKETING
Dr. Devkant Kala
UPES, Dehradun
Evolution of Marketing
◼ Not an overnight phenomenon.
◼ How marketing has become “marketing” as we
understand it and apply its practices today?
Evolution of Marketing Societal
Marketing
Today
Relationship
Concept
Marketing
Concept
Selling
Concept
Product
Concept
Production
Concept
Exchange
Concept Conceptualized
Self-Sufficient
Concept
Self-Sufficient Concept
◼ During agrarian economy, the people largely self-sufficient.
◼ Family is the Self-sufficient unit.
◼ Families grew their own food, produce their own clothes, built
their own houses, etc.
◼ There was no marketing, because there was no exchange.
Exchange Concept
◼ As time went on, New needs identified.
◼ Adequate Surplus was available.
Family 1 Family 2
(Rice) (Wheat)
Production: 100 Kg Production: 100 Kg
Consumption: 80 Kg Consumption: 80 Kg
Surplus: 20 Kg Surplus: 20 Kg
◼ Exchange the surplus quantity with others.
◼ Barter System of Trade.
◼ Existence of Marketing
Production Concept
◼ Industrial Revolution.
◼ Growth of manufacturing units.
◼ Consumers will favour those products that are widely
available and affordable.
◼ Managers concentrate on achieving high production
efficiency and wide distribution.
Product Concept
◼ Consumers will favour those products that offer the most quality,
performance or innovative features.
◼ Managers in product-oriented organizations concentrate on
making superior products and improving them over time.
◼ In this stage, due to growing level of competition, marketers
have started focusing on product in terms of quality and better
features.
Selling Concept
◼ Consumers, if left alone, will ordinarily not buy enough of the
organization’s products. The organization must therefore, undertake
and aggressive selling and promotion effort.
◼ The aim is “to sell what they make” rather than “make what the
market wants.”
◼ Consumers must be convinced of buying organization’s products.
◼ Short-term profits are more important (customer dissatisfaction may
occur)
Marketing Concept
◼ What customers wanted is a must before making a product.
◼ Key to achieving organizational goals consists of being more
effective than competitors in creating, delivering and
communicating customer value to target markets.
◼ Focus of Modern Marketing:
1. Target Market (Who)
2. Customer Needs (What)
3. Integrated Marketing (How)
4. Profitability through Customer Satisfaction (Why)
Relationship Marketing Concept
◼ Relationship Management: The overall process of building and
maintaining profitable relationships with all stakeholders for delivering
superior business results.
◼ Customer Relationship Management: It deals with all aspects of
acquiring, keeping and growing customers.
❑ Relationship Building Blocks
Value Satisfaction Retention Loyalty Advocacy
❑ 80:20 Rule.
Societal Marketing Concept
◼ Company’s negative effects on society.
◼ Conflict between consumer wants and long-term social welfare.
◼ Marketing managers should be concerned with social responsibility.
◼ Marketing decisions should be made in an ethical & socially
responsible manner.
◼ It is Marketing Concept (+) Society’s well being.
Societal Marketing Concept
Society
(Human Welfare)
Societal
Marketing
Concept
Consumers Company
(Need Satisfaction) (Profits)
Thank You.
