Creative Evolution In Marketing
Marketing as we know it today began in the 1970s with the birth of the "marketing orientation". During the first stage of capitalism business had a production orientation. Business was concerned with production, manufacturing, and efficiency issues. By the mid 1950s a second stage emerged, the sales orientation stage. Business's prime concern was to sell what it produced. By the early 1970s a third stage, the marketing orientation stage emerged as businesses came to realize that consumer needs and wants drove the whole process. Marketing research became important. Businesses realized it was futile putting a lot of production and sales effort into products that people did not want. Some commentators claim that we are now on the verge of a fourth stage, one of a personal marketing orientation. They believe that the technology is available today to market to people on an individual basis. They feel it is no longer necessary to think in broad aggregated terms like market segments or target markets
Marketing has become an academic discipline in itself, with tertiary degrees in the field now routinely awarded. Masters and Doctrinal degrees can be obtained in numerous subcategories of marketing including: Marketing Research, Consumer Behaviour, International Marketing, Industrial Marketing (also called b-to-b marketing), Consumer Marketing (also called b-to-c marketing), Product Management, and e-Marketing
The Production Philosophy
A good product will sell itself
Emphasis on production to meet expanding demand
The Sales Philosophy
Early 1920’s
Emphasis on sales force and advertising to persuade customers
Rarely integrated with recognition of customer needs
The Marketing Concept Philosophy
Defines the firm’s mission in terms of the benefits and satisfactions that it offers customers
Emphasizes two-way communication to identify customer needs and develop/market products to meet these needs
Emphasizes planning to achieve profits by meeting customer needs
Emphasizes total systems integration to achieve profit goals
Marketing Fundamentals
Marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants. More simply put in business terms, activities designed to plan, price, promote and distribute products or services to target markets
4 P's of Marketing
Product - the products or services you offer and are they unique, superior, easier to use
Price - how much to sell your products for, based on your cost and value to potential customers
Promotion - communicating to potential customers to create an awareness of your business
Place - your business location and methods of distributing your products
Why You Need To Market
Marketing is your method of communicating to people that your company, product or service exists. It' no use having the best product in the world if nobody knows about it or about you
Typical Arguments For Not Marketing
I'll alert my competitors to what I'm doing
I don't want to grow too fast
I might look to successful
I don't want to get more business than I can handle
Nice Problems To Have
If your competitors are doing their homework, they already know what you're doing
Your business won't grow at all if you don't market it in some form
Would you rather look unsuccessful?
An abundance of customers is usually better than no customers
10 Common Marketing Methods
There are many methods of marketing, from simple to elaborate and from inexpensive to extremely costly. All or only some of these may be applicable to your business, but you can choose the ones that are and create a powerful marketing strategy. The following list outlines some common marketing and communication methods used by millions of businesses to reach their potential customers:
Print advertising in newspapers, magazines, business journals, community newsletters, etc
Developing sales flyers, brochures or newsletters for distribution to potential customers
Attend trade shows or exhibitions related to your industry, product or business
Press releases and public service announcements in newspapers; usually free and good exposure
Cooperative marketing efforts (in advertising, etc) with a business that compliments yours
Join community networking groups like your local chamber of commerce or business committee
Join professional associations through your industry, business or personal credentials
Internet marketing is an exciting and inexpensive method of regional, national or global marketing
Telemarketing to potential customers off a list or out of the telephone book
Direct marketing with written correspondence using a list to mail or fax marketing literature
Marketing as we know it today began in the 1970s with the birth of the "marketing orientation". During the first stage of capitalism business had a production orientation. Business was concerned with production, manufacturing, and efficiency issues. By the mid 1950s a second stage emerged, the sales orientation stage. Business's prime concern was to sell what it produced. By the early 1970s a third stage, the marketing orientation stage emerged as businesses came to realize that consumer needs and wants drove the whole process. Marketing research became important. Businesses realized it was futile putting a lot of production and sales effort into products that people did not want. Some commentators claim that we are now on the verge of a fourth stage, one of a personal marketing orientation. They believe that the technology is available today to market to people on an individual basis. They feel it is no longer necessary to think in broad aggregated terms like market segments or target markets
Marketing has become an academic discipline in itself, with tertiary degrees in the field now routinely awarded. Masters and Doctrinal degrees can be obtained in numerous subcategories of marketing including: Marketing Research, Consumer Behaviour, International Marketing, Industrial Marketing (also called b-to-b marketing), Consumer Marketing (also called b-to-c marketing), Product Management, and e-Marketing
The Production Philosophy
A good product will sell itself
Emphasis on production to meet expanding demand
The Sales Philosophy
Early 1920’s
Emphasis on sales force and advertising to persuade customers
Rarely integrated with recognition of customer needs
The Marketing Concept Philosophy
Defines the firm’s mission in terms of the benefits and satisfactions that it offers customers
Emphasizes two-way communication to identify customer needs and develop/market products to meet these needs
Emphasizes planning to achieve profits by meeting customer needs
Emphasizes total systems integration to achieve profit goals
Marketing Fundamentals
Marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants. More simply put in business terms, activities designed to plan, price, promote and distribute products or services to target markets
4 P's of Marketing
Product - the products or services you offer and are they unique, superior, easier to use
Price - how much to sell your products for, based on your cost and value to potential customers
Promotion - communicating to potential customers to create an awareness of your business
Place - your business location and methods of distributing your products
Why You Need To Market
Marketing is your method of communicating to people that your company, product or service exists. It' no use having the best product in the world if nobody knows about it or about you
Typical Arguments For Not Marketing
I'll alert my competitors to what I'm doing
I don't want to grow too fast
I might look to successful
I don't want to get more business than I can handle
Nice Problems To Have
If your competitors are doing their homework, they already know what you're doing
Your business won't grow at all if you don't market it in some form
Would you rather look unsuccessful?
An abundance of customers is usually better than no customers
10 Common Marketing Methods
There are many methods of marketing, from simple to elaborate and from inexpensive to extremely costly. All or only some of these may be applicable to your business, but you can choose the ones that are and create a powerful marketing strategy. The following list outlines some common marketing and communication methods used by millions of businesses to reach their potential customers:
Print advertising in newspapers, magazines, business journals, community newsletters, etc
Developing sales flyers, brochures or newsletters for distribution to potential customers
Attend trade shows or exhibitions related to your industry, product or business
Press releases and public service announcements in newspapers; usually free and good exposure
Cooperative marketing efforts (in advertising, etc) with a business that compliments yours
Join community networking groups like your local chamber of commerce or business committee
Join professional associations through your industry, business or personal credentials
Internet marketing is an exciting and inexpensive method of regional, national or global marketing
Telemarketing to potential customers off a list or out of the telephone book
Direct marketing with written correspondence using a list to mail or fax marketing literature