the evolution of market orientation

Satisfactory Essays
Topics: Marketing, Sales
Outline the evolution of market orientation
By the evolution of market orientation we understand that marketing has gone through since the Industrial Revolution until the present. We can divide this evolution in 4 different stages or eras, from the oldest to the newest:
Production Era
Product Era
Sale Era
Marketing Era
There are loads of differences between the different eras but the main difference is the goal the businesses try to aim in each era. Through the History the aims and goals of the businesses have been changing and that defined each stage of the evolution.
Production Era
This era is well known by the mass production used by most of the businesses following the industrialisation and profit made by the large volume of sales they made. A good example of this Era was Henry Ford when he realised that by using black paint for all his cars he could save not only money, but time because it dried quicker than the coloured paints. His focus was the mass production instead of the customer’s needs or wants.
Product Era
The main change from the Production Era to the Product Era was the businesses focus; they started focusing on the quality and product features to make the best product possible. This was the start of the “customer’s satisfaction” focus instead of focus exclusively in making profit and the mass production.
For example, Apple uses this strategy with his Iphone; they create a new Iphone almost every year by improving and changing little things of the latest version. By doing this they offer a better product every year and they make profit of that and get customers what they want.
Sales Era
From the start of the twentieth century through the Second World War, competition grew and marketing’s focus turned into selling. Companies needed to get rid of the outputs of production and it was hard because of the increasingly crowded market. In this Era Marketing became a “slave” of production as companies needed marketing to convinced customers

You May Also Find These Documents Helpful

  • Powerful Essays

    Market Orientation

    • 3947 Words
    • 16 Pages

    make any difference. Likewise, in this paper a subject of being market orientation is being discussed. According to many experts and studies, there is no clear cut definition to Market Orientation. The reason is that the term is very broad and subjective due to its practices and sophisticated world of human. However, there are still basic criterions for such term. And such criterions are like being responsive to knowledge of the market, understanding of customers’ needs and wants, and more as discussed…

    • 3947 Words
    • 16 Pages
    Powerful Essays
  • Powerful Essays

    Market Orientation

    • 1442 Words
    • 6 Pages

    to achieve their goals. The evolution of marketing concept is from production orientation to sales orientation, continuously it becomes market orientation and societal market orientation (Pride et al. 2007). So, the purpose of this essay is to discuss what market orientation is and whether market orientation is sufficient for business success in the business world. This essay has divided into three parts, which are introduction, body and conclusion. Market orientation is “an organisationwide commitment…

    • 1442 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Market Orientation

    • 8393 Words
    • 47 Pages

    www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 4, No. 3; June 2012 The Effect of Alternative Market Orientation Strategies on Firm Performance Eric T. Micheels (Corresponding author) Assisstant Professor, Department of Bioresource Policy, Business & Economics University of Saskatchewan, Canada E-mail: etm550@mail.usask.ca Hamish Gow Professor of Agribusiness, College of Business, Massey University, New Zealand E-mail: h.r.gow@massey.ac.nz Received: February 6, 2012 doi:10…

    • 8393 Words
    • 47 Pages
    Powerful Essays
  • Powerful Essays

    Market orientation

    • 12351 Words
    • 50 Pages

    instructions for authors and subscription information: http://www.tandfonline.com/loi/rjmm20 From market orientation to brand orientation in the public sector a Johan Gromark & Frans Melin a b Lund University, Sweden b Lund University, Sweden Published online: 02 Sep 2013. To cite this article: Johan Gromark & Frans Melin (2013) From market orientation to brand orientation in the public sector, Journal of Marketing Management, 29:9-10, 1099-1123, DOI: 10.1080/0267257X.2013…

    • 12351 Words
    • 50 Pages
    Powerful Essays
  • Best Essays

    Market Orientation

    • 2528 Words
    • 11 Pages

    Heiens / Market Orientation Market Orientation: Toward an Integrated Framework Richard A. Heiens University of South Carolina Aiken Dr. Richard Heiens is Assistant Professor of Marketing at the University of South Carolina Aiken, School of Business Administration, 471 University Parkway, Aiken, SC 29801. (803) 641-3238. RichardH@Aiken.SC.edu EXECUTIVE SUMMARY "Market orientation," may actually encompass several different approaches to the strategic alignment of the organization with the external…

    • 2528 Words
    • 11 Pages
    Best Essays
  • Satisfactory Essays

    Market Orientation and Product Orientation This is an important distinction. Most businesses would today describe themselves as being ‘market oriented’ or ‘market led’. This approach requires market research and market analysis to indicate present and future consumer demand. The consumer is put first – the business attempts to produce what consumers want rather than try to sell them a product they may not really want to buy. It has advantages, especially in fast-changing, volatile consumer markets…

    • 469 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Market-Orientation During the past decade, market orientation has received considerable attention from both academics and practitioners. This trend reflects both a long standing neglect of construct, (Webster,1988, Kohli and Jaworski 1990) and a widespread acceptance of its importance (Houston, 1986, Webster,1988, Kohli and Jaworski 1990). Building on the initial research by inter alia Kohli and Jaworski (1990), Narver and Slater (1990) Deshpande et al (1993) significant progress has been made in…

    • 3841 Words
    • 16 Pages
    Powerful Essays
  • Powerful Essays

    Creating Market Orientation

    • 7305 Words
    • 30 Pages

    eating market orientationCreating a Market Orientation JOHN C. NARVER* Professor, School of Business Administration, University of Washington, Seattle, WA 98195 STANLEY F. SLATER Professor of Business Administration, University of Washington, Bothell, Bothell, WA 98021 BRIAN TIETJE Doctoral Student, School of Business Administration, University of Washington, Seattle, WA 98195 Abstract A market orientation is a business culture in which all employees are committed to the continuous…

    • 7305 Words
    • 30 Pages
    Powerful Essays
  • Good Essays

    Market Orientation Survey

    • 1128 Words
    • 5 Pages

    1: QUESTIONNAIRE 1 1 QUESTIONNAIRE TO MEASURE THE LEVEL OF MARKET ORIENTATION OF A FIRM The content of this supplementary note links with the following chapters: 1 (page 25), 2 (page 41), 18 (page 429) How to fill in the questionnaire In the box to the right of each statement, rate the firm using a scale of 0 to 10. The rating scale has 11 positions (see below): a score of 0/10 means that you, personally, totally disagree with this description; a score of 10/10 means that you fully agree…

    • 1128 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Sme Market Orientation

    • 10982 Words
    • 44 Pages

    A Market−Oriented Strategy for Small and Medium Scale Enterpri A Market−Oriented Strategy for Small and Medium Scale Enterprises A Market−Oriented Strategy for Small and Medium Scale Enterprises Discussion Paper Number 40 Kristin Hallberg IFC INTERNATIONAL FINANCE CORPORATIONbreak Copyright © 2000 The World Bank and International Finance Corporation 1818 H Street, N.W. Washington, D.C. 20433, U.S.A. All rights reserved Manufactured in the United States of America First printing April 2000…

    • 10982 Words
    • 44 Pages
    Powerful Essays