Chapter 5- Evolution of Marketing
1. Production era 1860- 1905 – products
that are available and highly affordable.
Improve production and distribution
availability and affordability.
2. Product era 1920- 1940 – products that
offer the most the most quality
performance and innovative features.
3. Sales era 1940- 1960 – consumers will
buy products only if the company
promotes or sells these products.
Creative advertising and selling will
overcome consumers.
4. Marketing era 1960- 1990- focuses on
needs or wants of target markets and
delivering satisfaction better than
competitors.
5. Relationship marketing era 1990- 2010
– focuses on needs or wants of target
markets and delivering superior value
long-term relationship with customers
and others partners.
6. Social / mobile era –focus on being
social and connecting with clients in
real time, due to technology businesses
and customers can communicate 24/7
8 demand states are possible
1. Negative demand- consumers dislike
the product and may even pay to avoid
it.
2. Non existent demand – consumers may
be unware of uninterested in the
product.
3. Latent Demand – consumer may share
a strong need that cannot be satisfied
by an existing demand.
4. Declining demand – consumers begin to
buy the product less frequently or not
at all.
5. Irregular demand – consumer
purchases vary on, weekly, daily or even
hourly basis.
6. Full demand- consumers are adequately
buying all products put into the market
place.
7. Overfull demand- more consumers
would like to buy the product can be
satisfied.
8. Unwholesome demand – consumers
may be attracted to products that have
undesirable social consequence.
Types of markets
1. Consumer markets- products are sold to
consumers either for their own use or
use by their family members.
2. Business market – the buyers purchase
goods for further production of goods
and not for consumption.
3. Global markets – must decide with
countries to enter, how to enter each as
an export.
4. Non-profit and governmental markets –
purchasing power such as churches,
universities charitable, organizations,
and government agencies need to price
carefully.
The new marketing realities
1. Network information technology –
digital revolution has created an
information, age that promises to lead
to come accurate levels of production
more targeted communication and
more relevant pricing.
2. Globalization – refers to the changes in
the world where are moving away from
 self- contained countries and toward a
more integrated world.
3. Industry convergence – industry
boundaries are blurring as companies
recognize new opportunities at the
intersection of two or more industries.
4. Retail transformation – sto5