Marketing evolves from time to time. It is not fixed by 4 p’s before. Because of lots of discoveries innovation comes, and it results to the evolution of marketing orientation.
- First stage of marketing orientation is production concept, this concept happens in an old time where in people tend to create and create anything. Invention about products happens in this time. They concentrate on achieving high production efficiency with low cost and mass production. Which means they concentrating in building and creating products.
- Next stage is product concept, this stage focuses on products. The industrial business grown on this stage but still they focus on creating specific products. They do research in order to improve the quality of the product up to its maximum limits. Selling the created products is still not a problem in this era. Competition is not that immense. The strength of the business depends on the quality of the product they produce.
- Third stage is sale concept in this stage competition arise. In this stage aggressive selling and promotion effort is needed. Because of competition with low scale of market you should think of better way in order to sell your product in a reasonable price which can be profitable but still affordable for the customers. The scarcity of product converts into scarcity of market. Because of business enterprise that emerges selling the same type of product that others sell too. They can create a lot of product for short period of time but it will be sold too late. Because you have selling the same product. Why do I have to buy on you if your competition had what have? There is no uniqueness in this era. They just focus on selling not on the needs and wants of their customer.
- Final stage is marketing concept, this marketing concept is the concept most marketer does up to now. They considering the needs and wants of their customer. Advertising is imminent on this era, Competition is still powerful, and there is a classification of product depends of the ability of the buyer. Every enterprise has their unique feature it’s up to you whether you like to buy some products depends on the feature. Promotion is excellent in this era.
Goals of Marketing System
- Maximize consumption, according to Kotler and Armstrong marketers should stimulate consumptions which will make a maximum employment and wealth and maximum productions. Which means the more people buy the product the happy they are. The more people consume your product the more customers you satisfy and more products are sold at the same time.
- Maximize consumer satisfaction, according to Kotler and Armstrong to them chewing more gum, owning more clothes counts only if this results to more consumer satisfaction. But it is hard to measure consumer satisfaction, because other wants the products while others hate, it will be beneficially to the customers but it can harm the environment. Therefore, there is no such tool in order to measure the customer satisfaction.
- Maximize choice, according to Kotler and Armstrong the system would enable consumers to find goods that really satisfy their needs, consumer can maximize their lifestyle and their satisfaction as well. But we can only achieve maximizing consumers choice if the product will be more expensive because of high inventory costs, greater variety requires greater consumption search and effort (they need to consume lots of time), More products will not necessarily give consumer choice for example brands of milk but most of them taste the same. Therefore, great variety is not always good, because in can cause confusion to the customers.
- Maximize life quality, we can agree that quality of life must be a goal of marketing system, but it is not easy to measure the satisfaction that is created, but also it has an impact to the quality of the physical and cultural environment – Kotler and Armstrong
