Changing Approach to Marketing 1-4

Changes in Approach Towards Marketing Throughout History Production Era Sales Era Marketing Department Era Marketing Concept Era 1900s-1920s 1930s-1940s 1950s-1960s 1970s-Today Emphasis on producing new products Emphasis on using advertising and salespeople to convince customers to buy a company’s products Emphasis on developing many new marketing activities to sell products Emphasis on satisfying customers’ needs with a carefully developed marketing mix

Improving the Marketing Concept Two important improvements: Relationship Marketing Employee Empowerment

Relationship Marketing One-time sale to a customer is not enough Keeping customers can increase profits by 25 to 50 percent Focusing on developing loyal customers Trust

Employee Empowerment Gives employees the authority to solve many customer problems. Must trust your employees! Google Offices! http://www.youtube.com/watch?v=LB5utwRnfH4