2. Production Era
• Mid-1800’s-1930s
• Demand Outpaced Supply
• Production Orientated business models: more unfulfilled orders than
fulfilled
• High production Efficiency: companies that were more efficient
during production were more successful.
3. Production Era Continued…
• Lower Prices: Companies were more efficient and had high demand
sparking low prices
• Mass distribution: companies were widely shipping their highly
demanded products.
4. Sales Era
• 1930’s-1950’s
• Supply exceeded demand
• Companies believed that the resistance of customers could be
overcome by aggressive selling and promotional sales
5. Sales Era Continued…
• Companies changed their production from large scale production to
only producing a product that they knew they could sell.
• Marketing was a promotional activity to sell unsought products.
6. Marketing Era
• 1960’s-1990’s
• Companies focused on consumer wants and needs
• Strong sales approach from the previous era left customers with a
feeling of dissatisfaction.
• Shifted to a more branded approach to marketing their products.
7. Marketing Era Continued…
• Consumer is at the center of the companies focus.
• Companies reversed previous traditional approaches and began to
identify target markets and seek customer needs.
8. Customer Relationship Era
• 1990’s-current date
• Also known as societal marketing.
• Transforming relationship with customer from transaction to long-
term.
• Companies have began prioritizing the natural environment, global
marketplace, and being a good corporate citizen.
9. Customer Relationship Era continued…
• Three goals: Company profitability and growth, customer satisfaction,
and contribution to society.
• Companies believe they have a societal duty to give back to their
surrounding environment.
