The Evolution of

Marketing
Management
Why is there a need for Marketing to evolve?

CHANGE
 Five Eras of Marketing Evolution

Relationship

1990s-Present
1970s-Present
Digital
1800-1920s

Production Sales
1920-1940s

Marketing

1940-1970s
or Societal
Orientation Orientation Orientation Marketing
Orientation
Production Orientation Era
(1800-1920s)
• The era focused on the principle of mass production- lower costs and more sales.
• Customers choose products that are easily available and very reasonably priced.
• The working theory was that customers simply needed to be informed about what goods were available to
them. After all, you can’t buy something if you don’t know it exists.
• The goal was to increase efficiencies in production and distribution. Businesses focused their efforts on
promoting low prices and beating their competitors.
• Manufacturers focused on the increase of quantity rather the quality of the product.
 “If you have a really good
thing, it will advertise
itself.” – Henry Ford

This full-page advertisement announcing the introduction of

the Ford Model T is rich with text and technical detail—a
rational approach to selling the product. The text reinforces
the theme of "Ford: High Priced Quality in a Low Priced Car"
throughout the ad. This advertisement appeared in Life and
Saturday Evening Post magazines on October 1, 1908.
By the time that the company finally ended the model's
production in 1927, more than 15 million Model Ts had been
produced.
Source: https://www.thehenryford.org/explore/blog/advertising-the-model-t/
Sales Orientation Era
(1920-1940s)
• The era heavily relied on marketing promotions to sell products that companies made.
• The central importance of brand identities and an emphasis on the selling orientation by pairing imagery
with their brands, they made the items more memorable – creating needs.
• Advertisements through different platforms such as radio, print, and television were incredibly popular at
this time.
• Additionally, sales professionals went door-to-door to sell products in customers’ homes.
• Companies cared more about sales volume rather than customer satisfaction.
A Very Coca-Cola
Christmas

In the 1920s, Coke realized something: The company

wasn’t selling as much soda in the winter. Instead,
Coca-Cola focused on driving sales by attaching their
brand to Santa Claus. To make it work, marketers had to
solidify an image of Santa that would appeal to
consumers.

Source: https://www.coca-colacompany.com/content/dam/journey/us/en/our-
company/history/coca-cola-a-short-history-125-years-booklet.pdf
Marketing Orientation Era
(1940-1970s)
• The era focused on the customer satisfaction and expectation than the product.
• At this stage, businesses’ marketing tactics include intelligent adaptations on identifying what customers
need and effectively customizing activities that address these needs.
• Under this philosophy many assumptions were made as well like; as firms are going to produce only those
products that are desired by the customer, the entire management will work to enhance their programs for
the prime satisfaction of their customer and the business focuses on the long-term goals rather than the
quick sales.
 The Real Story Behind
Apple's Famous '1984'
Super Bowl Ad

Source: https://www.youtube.com/watch?v=PsjMmAqmblQ

Source: https://www.youtube.com/watch?v=ErwS24cBZPc
Relationship or Societal
Orientation Era (1970s-Present)
• The era focused on increasing awareness by producing environment-friendly products
to provide better quality lifestyle.
• It’s a concept that emphasizes an organization’s responsibility to develop strategies that positively
impact the consumers’ well-being and the environment. It stemmed from a conflict of interest between
satisfying the customers’ short-term needs with society’s long-term welfare.
• It creates a favourable spotlight on the company’s image. The more socially and ethically responsible an
organization is, the more customers patronize them. This concept is closely related to sustainable
development and corporate social responsibility.
 The REI Co-op in
94 seconds

Outdoor equipment and athletic outfitter REI operates on

a co-op model where customers can become members.
For a one-time fee, members have access to several
perks, including the ability to shop at Garage Sales
where steep discounts are available. This strategy
Source: https://youtu.be/JTnXmdXfdf4
facilitates serious brand loyalty.
 Green Marketing

Source: https://mbainsimplewords.com/multinational-corporations-vs-transnational-corporations/
Digital Marketing Era
(1990s-Present)
• The era focused on reaching the target market through
digital platforms since most of the world’s population is online.
• The surge of in mobile phones, smart devices, and different social media
applications/sites has contributed to the popularity of digital marketing.
• Content marketing, Search Engine Optimization (SEO), and mobile marketing are a few of the strategies they use to
dominate different digital platforms.
• The modern-day digital era gave consumers the power to dictate how they want to receive marketing content.
This era is the rise of content creators, vloggers, and influencers.
Aquaflask Philippines
Source: https://www.instagram.com/aquaflask.ph/
 Sources – Include dates and copyright
(mostly videos)
• Evolution of Marketing – Everything you need to know
Author: Garima Kakkar, April 4, 2023
Website: https://www.digitalvidya.com/blog/evolution-of-marketing/#1-production-orientation
• The Evolution of Marketing (Infographic)
Author: Michael O'Neill, October 4, 2021
Website: https://www.brafton.com/blog/content-marketing/evolution-of-marketing/
• Evolution of Marketing, March 22, 2021
Website: https://fullscale.io/blog/the-evolution-of-marketing/
• Marketing: Historical Perspectives, Amazon.com. (2004). Obsess over customers. Annual report. Retrieved December 6, 2005, from
http://library.corporateir.net/library/97/976/97664/items/144852/DEX991.htm
Website: https://www.encyclopedia.com/finance/finance-and-accounting-magazines/marketing-historical-
perspectives#:~:text=According%20to%20Keith%2C%20marketing%20evolved,and%20the%20marketing%20company%20era.
• Green Marketing 101: 10 Examples of Companies Leading the Way Towards a Greener Future
Author: Celeste Zosimo, March 23, 2023
Website: https://penji.co/green-marketing/