Evoultion of marketing as a discipline**

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

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

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.”

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.

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.

Stages of marketing evolution:
1. Production Oriented Stage (1869-1930)
2. Sales Oriented Stage (1930-1950)
3. Product Oriented Stage (1950-1960)
4. Marketing Oriented Stage (1960-1980)
5. Societal Marketing Stage (1980-2000)

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.

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.

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.

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.

(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.

(cont.):
• Customers will not buy without aggressive selling.
• Sales promotional efforts and effective
salesmanship were taken to create demand and
increase sales.

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.

(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.

(cont.):
• Product quality is a must in selling the goods.
• So there should be continuous improvement in the
product quality, features, and performance.

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.

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.

1980) (cont.):
• To provide consumer satisfaction one should know
and understand the consumers' needs.

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.

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.

2000) (cont.):
• Consumer satisfaction is supplemented by the
concern for the long-term welfare of society.

• 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.

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

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.

Evoultion of marketing as a discipline**

Evoultion of marketing as a discipline**

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