1. Changing Approach to Marketing
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2. 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

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

4. 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

5. Employee Empowerment
Gives employees the authority to solve many customer problems.
Must trust your employees!
Google Offices!