The Changing Role of Marketing
Marketing Today and Tomorrow
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Goals for this Lesson
• Describe the changing role for
marketing
• Summarize how marketing is changing
and why marketing is important
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The Changing Role of
Marketing
• Production emphasis
• Sales emphasis
• Marketing department emphasis
• Marketing concept emphasis
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Production
Era
1900’s1920’s
Sales Era
1930’s-1940’s
Marketing
Department
Era
1950’s1960’s
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Marketing
Concept Era
1970’s Today
Production Era
• 1900s – 1920s
• Emphasis on producing and
distributing new products
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Sales Era
• 1930s – 1940s
• Emphasis on using advertising and
salespeople to convince
customers to buy a company’s
products
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Marketing Department Era
• 1950s – 1960s
• Emphasis on developing many
new marketing activities to sell
products
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Marketing Concept Era
• 1970s – Today
• Emphasis on satisfying customers’
needs with a carefully developed
marketing mix
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The Progress of Marketing
• Marketing as a variety of activities
• Marketing as promotion
• Marketing as selling
• Marketing as distribution
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Assignments
• Sales Associate Assignment
• Four Eras of Marketing Project
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