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Marketing’s Role Today and Tomorrow

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Presentation on theme: "Marketing’s Role Today and Tomorrow"— Presentation transcript:

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

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