HTM 231 CH. 1 History of Marketing

Online-marketing era

Some industry observers have suggested that the mid-1990s brought another new era of marketing in which digital technologies were rapidly adopted. The internet revolutioned the way businesses were done from about 1995 and onwards, causing huge growth in e-commerce

Marketing-company era

organization-wide chagne of attitude occuring in the 1960s, "It's everyone's problem if our customers are not satisfied" is a statment that typifies this attitude. Satisfy customers needs in short term, but also in long term.

Marketing-department era

the need to set up new departmetns to coordinate marketing activities gained acceptance.

Societal-marketing orientation era

Beginning in the 1970s, organizations started to recognize their social responsibility in addition to their profit and customer-satisfaction objectives. A prime example in the hospitality industry is brewers and distillers that use advertising to fight drunk driving, alcoholism, and under-age drinking.

Marketing-orientation era

Resulted from even more intense competition and technological advances. Supply now exceeded demand. It was also a result of greater management sophistication and the advancement of marketing as an academic discipline. Organizations began to realize that selling alone did not gurantee satsified customers and more sales. Customers had more choices than ever before and cuold select the products and services that best matched their needs. During this time organizations began adopting the marketing concept.

Sales-orientation era

Technological advances in production and increased competition changed the emphasis of marketing. Beginning in the 1930s, there was enough capacity to meet demand. As competition intensified, the emphasis switched from production to selling. Customers' needs and wants were still of secondary importance. Beating the competition by outselling them was first priority. Lasted until the 1950s.

Production-orientation era

This era was the first evolutionary stage in the development of marketing. It began with the Industrial Revolution in the 1870s and lasted into the 1920s. During this era, the production capacitites of factories cuold not keep pace with demand. Customers' needs and wants were secondary importance.

Marketing-department era and marketing-company era.

What are the two stages in marking-orientation era?