1. Marketing’s Role Today and Tomorrow

2. The Changing Role of Marketing
Production Emphasis:
Emphasis was on producing and distributing new products
Production processes were simple and only a few product choices were available
Consumers had limited money with which to purchase products
Businesses believed that if they could produce the products, they would be able to sell them

3. The Changing Role of Marketing
Sales Emphasis: (plus)
Production became more efficient resulting in a large numbers of products at lower costs (assembly lines and transportation systems used)
American standard of living improving
Companies begin to rely on salespeople to represent their products and convince potential customers their product was better than the competition

4. The Changing Role of Marketing
Marketing Department Emphasis: Post WWII
Expanded economy following WWII, wage level increased, amount of work hours decreased
Begin to use advertising to inform the consumer of products, reasons to buy the products, and where the products were located
Catalogs, credit, use of airlines for distribution

5. The Changing Role of Marketing
Marketing Concept Emphasis: modern companies only with big picture view (1970’s)
Marketing departments did not always mean more profits (in fact marketing can be expensive!) and sometimes unethical activities
Changing paradigm from what the business produces to what the customer wants

6. Marketing Concept Era
Marketing more than the just the work of one department
Requires the interaction of all the departments within a business with marketing personnel working closely with others throughout the organization
Proven an effective method that is used by the majority of successful businesses and organizations

7. The Changing Definition of Marketing
Marketing seen as only a tool to be used if sales were low or lagging, but not needed in times of good sales
Today’s Marketing:
Provides information about customers & their needs
Help businesses plan more effectively
Better serves customers through distribution, pricing, credit, customer services
Increase customer satisfaction
Help businesses become more profitable by coordinating activities and controlling costs

8. The Changing Definition of Marketing
The Progress of Marketing
Marketing as a Variety of Activities
Marketing as Promotion
Marketing as Selling
Marketing as Distribution

9. Marketing in Other Organizations
Libraries, Governments, Churches, Community Organizations, and the Military use marketing

10. Importance of Marketing
Marketing Managers:
Work with people inside and outside the organization
Responsible for a large part of a company’s budget
Study people, competition, and market conditions

11. Ultimately, marketing is important to every business for what reason?
Marketing is important because marketers make decisions that dramatically affect businesses’ long-term profitability