Write a short notes on evolution of Marketing concept.

EVOLUTION OF MARKETING CONCEPT 

The marketing concept has undergone a drastic change over the years. Earlier it was production or later selling which was key to marketing idea but moving ahead now these have given way to customer satisfaction rather delight developing a modern marketing concept. Let’s review the evolution of earlier marketing ideas;

THE PRODUCTION CONCEPT 

It is one of the oldest concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers of production-oriented business concentrate on achieving high production efficiency, low costs, and mass distribution.

THE PRODUCT CONCEPT 

It proposes that consumers favor products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving their overtime.

THE SELLING CONCEPT 

It holds that consumers and businesses if left alone, won’t buy enough of the organization’s product. The organization must, therefore, undertake an aggressive selling and promotion effort.

THE MARKETING CONCEPT 

It emerged in the mid-1950s, instead of a product-centered, make-and–sell a philosophy, the business shifted to a customer-centered, sense-and-respond philosophy.

The marketing concept holds that the key to achieving organizational goals is being effective than competitors in creating, delivering, and communicating superior customer value to your chosen target markets.

Theodore Levitt of Harward drew a perceptive contrast between the selling and marketing concepts. Selling focuses on the needs of the seller, marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash, marketing with the idea of satisfying the needs of the customer using the product and the whole cluster of things associated with creating, delivering, and finally consuming it.

Several scholars have found that companies that embrace the marketing concept achieve superior performance. This was first demonstrated by companies practicing are active market orientation-understanding and meeting customers’ expressed needs.

HOLISTIC MARKETING CONCEPT 

The trends and forces defining the 21st century are leading business firms to a new set of beliefs and practices. Today’s best marketers recognize the need to have a more complete, cohesive approach that goes beyond traditional applications of the marketing concept.

This concept is based on the development, design, and implementation of marketing programs, processes and activities that recognizes their breadth and interdependencies. Holistic marketing recognizes that “everything matters” in marketing-and that a broad, integrated perspective is often necessary. Holistic marketing is thus an approach that attempts to recognize and reconcile the scope and complexities of marketing activities.