Question

Article Summary on Evolution of Marketing as a Discipline: What Has Happened and What to look out for (Journal of Marketing Vol. 79 (January 2015), 1 -9)

Answer 1

Marketing is, in essence, an enterprise-related operation, involving the preparation and implementation of the marketing mix for concepts, goods and services in an exchange that not only meets the consumer's current needs, but also facilitates and generates potential needs that bring benefit. Marketing, as a practice, started to evolve about 100 years ago, right at the beginning of the 20th century. It went through significant changes during this time, the field developing both theoretical and functional dimensions that go far further and much deeper than one would expect.

Over the ages, decades and years, marketing has changed. The production-centered paradigm has gradually evolved into today's and over time relationship era; specializations have emerged as sales versus marketing and advertisement versus retailing. The overall evolution of marketing gave rise to the business growth concept. Marketing has taken on new form since the end of the 19th century, after passing through different stages. Before the twentieth century, the production-oriented marketing approach was conservative and obscured by rules of thumb and lack of knowledge.

Developments in science and technology and particularly the development of information technology have now changed the way people live, how people do business and how they sell and buy

The production orientation era 's dominant mindset and strategy was-" consumers prefer goods that are available and highly affordable. "Improving production and delivery" became the mantra for marketing success The law was "Availability, and the consumer wants affordability." The period was characterized by narrow product lines; pricing structure focused on manufacturing and distribution costs, restricted testing, the packaging's primary objective was to protect the commodity, minimal advertising. Ad meant "Promoting low quality goods"

The mindset was gradually changing and the mentality was moving from output to product and from quantity to quality. This period's predominant mindset was that customers prefer goods that offer the highest quality, value, and creative features, and the mantra for marketers was 'A good product can sell itself,' so no advertising is required.

The increased competition and the range of customer choices / options changed the marketing strategy and now the mindset became "Consumers would only purchase goods if the company promotes / sells such goods." This age suggests an increase in ads and the slogan for advertisers was "Creative advertisement and sales would conquer the reluctance of customers and encourage them to purchase."

The transition from production to product and from product to customer later emerged in the marketing period that concentrated on the "needs and desires of consumers" and the motto of marketers was "The consumer is king! Find and fill a need. The strategy is moved to satisfying the rivals better