How Marketing Changes Over Time
How does Marketing Change Over Time?
Written by J. Mance Gordon
Updated at April 17th, 2024
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How does Marketing Change Over Time?
Trading
The initial focus of marketing was on trading. That it, it was focused simply upon the exchange of value. How doe you consummate the trade of value between two individuals? It was highly procedural in nature.
Production
Then we moved into a phase where the focus was on businesses and their production capacity. Just produce as much as possible and the rest would take care of itself.
The next phase was focused on sales. The idea was to sell at all costs. There was very little focus on what happens after the customer receives the product.
Marketing has either followed or led businesses development over the years. The shift toward production was marked by the Industrial Revolution. Machines began making our products, and humans manned the assembly line. This led to expanded capacity for production that would outpace demand.
Sales
The next phase was where we found a focus on sales and this shaped the way we think about marketing today. During this era or this time frame the the goal of marketing was to sell at all cost.
So we weren't really thinking about what happens afterward. There was very little focus on creating loyalty, brand awareness, future sales, etc.
Customer Satisfaction
Marketers soon realized that, to be successful in business, you have to focus on the customer's overall satisfaction.
This starts with providing a product that actually satisfies the customers' needs. It also entails creating some level of satisfaction with the process involved with delivering the product the the image or brand of the company from which they are purchasing.
This is where we are today in the field of marketing.
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