### 날짜 : 2023-11-04 00:08 ### 주제 : Evolution of Marketing #마케팅 #공부 ---- ### **Evolution of Marketing** >The evolution of marketing can be understood through several eras or orientations, each characterized by a different approach to business and customer relationships: **1. Production Era (Late 19th century to early 20th century):** - During this era, businesses focused primarily on producing goods efficiently. - Supply exceeded demand, so the emphasis was on making products affordable and widely available. - Marketing was minimal, and businesses relied on a "build it, and they will come" mentality. **2. Product Era (1920s - 1950s):** - As production capabilities improved, businesses shifted their focus to product quality and innovation. - Competition grew, and companies sought to differentiate themselves through product features and attributes. - Marketing was still relatively simple, centered on product features and functionality. **3. Sales Era (1950s - 1960s):** - During this era, businesses realized the importance of persuasive selling techniques. - There was a belief that aggressive sales and promotional efforts were necessary to convince customers to buy. - The marketing approach was sales-driven, with a focus on pushing products onto customers. **4. Marketing Era (1950s - Present):** - The marketing era marked a significant shift from a sales-driven approach to a customer-focused approach. - Businesses started paying more attention to consumer needs and preferences. - The concept of the "marketing mix" (4Ps) was developed to guide marketing strategies. **5. Societal Marketing Era (1970s - Present):** - This era introduced the idea of societal marketing, which goes beyond profit and considers the well-being of society. - Companies began to address social and environmental issues in their marketing efforts. - Concepts like corporate social responsibility (CSR) and ethical marketing gained prominence. **Key Takeaways from the Evolution of Marketing:** 1. **Customer-Centricity:** The evolution of marketing reflects a shift from a product-centric focus to a customer-centric one. Today's marketing is all about understanding and satisfying customer needs and building long-term relationships. 2. **Holistic Approach:** Modern marketing takes a holistic view of the customer journey, considering product development, pricing, distribution, and promotion as interconnected elements of a marketing strategy. 3. **Ethical and Social Responsibility:** The societal marketing era emphasizes the importance of ethical business practices and a commitment to addressing societal and environmental concerns. 4. **Adaptation to Change:** The marketing field continuously evolves due to changes in technology, consumer behavior, and societal values. Marketers must adapt and embrace new strategies and tools to stay relevant. 5. **Globalization:** In the 21st century, globalization has expanded markets and introduced new challenges and opportunities for marketers. International marketing strategies have become essential for many businesses. > Understanding the evolution of marketing helps marketers appreciate the context and historical development of their field. It also highlights the importance of staying up-to-date with contemporary marketing practices to effectively reach and engage today's consumers. ### 출처(참고문헌) - ### 연결문서 -