The document traces the evolution of marketing concepts from production orientation to holistic marketing. It discusses the key concepts of production, product, selling, marketing and holistic marketing. The holistic marketing concept acknowledges that all aspects of marketing are important, including relationship marketing, social responsibility marketing, internal marketing, and integrated marketing. It emphasizes building long-term relationships with customers and other stakeholders through an integrated marketing approach.

1. EVOLUTION
OF
MARKETING
Prof Prashant Kumar Gupta
Jain College Of MBA and MCA

2. Production • Emphasis On
Producing
Concept
Goods
Product
Concept
• Producing
Quality Goods
Selling
Concept
Orientation
Towards The
Market Place
• Aggressive
Selling &
Promotion
Marketing
Concept
• Right products
for Customers
Holistic
Marketing
Concept
• Do
everything
possible

3. Production Concept
Oldest Concept
Believed That Consumers Prefer Available Goods
Focus Is On Efficient Production And Mass Distribution
This Orientation Makes Sense In Developing Countries
Efforts On Reducing Costs To Provide Inexpensive Goods

4. Product Concept
Focus Is On Making Superior Goods
Believed That Consumers Prefer Goods With Best Quality
& Innovative Features
Importance Is Given To Improvising The Product
Less Focus On Consumers Need
Goods Sell Themselves

5. Selling Concept
Aggressive Selling And Promotion Effort
Sell More Stuff To More People And More Often
Used With Goods Which Buyers Usually Don’t Think Of
Buying (Unsought Goods) Such As Insurance
Sell What Is Made Not What Market Wants
Carries High Risk As Can Result Into Negative Word Of
Mouth

6. Marketing Concept
Emerged In Mid 1950s
Find Right Product For The Customers
Focus Is On Creating, Communicating And Delivering
Superior Customer Value
Build Profit Through Customer Satisfaction And Loyalty
Begins With Well Defined Market And Ends With Long Term
Relationship

7. Holistic Marketing Concept
Acknowledges That Everything Matters In Marketing
Relationship
Marketing
Social
Responsibility
Marketing
Components
Internal
marketing
Integrated
Marketing

8. Relationship
Marketing
Build Mutually Satisfying Long Term
Relationship
Key Parties Being Customers, Suppliers,
Distributors And Marketing Partners
Focus Is On Developing A Market
Network Of Customers, Employees,
Suppliers, Retailers, Ad Agencies, Etc.
Objective Is To Built Mutually Profitable
Business Relationship Which Will Make
Profits To Follow

9. Integrated
Marketing
Marketing Activities Are
Employed To Communicate & Deliver
Value In A Co-ordinated Manner
Use of Marketing Mix – The 4 Ps
Influence Trade Channels As Well
Final Consumers Using Offering Mix
and Communication Mix
Offering Mix – Product, Price and
Services
Communication Mix – Advertising,
Sales Promotion, PR, Events &
Experiences, Direct Marketing and
Personal Selling

10. Internal Marketing
Ensuring that everyone in the
organisation embraces appropriate
marketing principles
Task of hiring, training and
motivating employees who want to
serve customers well
No sense in promising excellent
services unless the employees are
ready for it
Works at two levels – Marketing
Research and Marketing functions
like advertising, customer service,
and product management
Marketing functions must be coordinated from the point of view of
the customer

11. Social Responsibility
Marketing
Focus is on enhancing social welfare
Marketers consider the role that they are
playing and could play in terms of social
welfare
Understanding broader concepts and ethical,
environmental, legal and social context of
marketing activities

12. Begins At
Focus
Means
Profit
Marketing Concept
Target
Market
Customer
Needs
Co-ordinated
Marketing
Customer
Satisfaction
Selling Concept
Factory
Products
Means
Profit

13. Thank You…!
That’s It For
Today 