Chapter 13

Evolution of Marketing

Production Era: "Produce as much as you can, because there is a limitless market for it."

Selling Era: Most companies emhasized selling and advertising in an effort to persuade customers to buy existing products.

Marketing Concept Era: Baby Boom created a large sprout of consumer spending

Customer Relationship Era: Learning as much as possible about present customers and doing everything you can over time to satisfy them.

Emerging Mobile/ On-Demand Era: Search technologies have made product information pervasive. Consumers share, compare, and rate experiences through social media; and mobile devices make it all available 24/7.

Four Ps marketing people use

  1. Product
  1. Price
  1. Place
  1. Promotion

Marketing Research Process

  1. Defining the question (the problem or opportunity) and determining
  1. Collecting research data.
  1. Analyzing the research data.
  1. Choosing the best solution and implementing it.

Consumer Decision-Making Process:

Learning

Reference Group

Culture

Subculture

Cognitive Dissonance

Kinds of organizations that are involved in marketing

For-profit

Nonprofit

States

Charities

Churches

Politicians

Schools

Parts of Marketing Concept:

Service Orientation

Customer Orientation

Profit Orientation