The History of Customer Orientation and Marketing tools used over the years and the challenges for the future marketeers!

1. Tejas Jadhav – 22
Swera Modi – 29
Swapnil Pawar – 40
Aditya Shetti – 50
Evolution of Marketing and
Customer Orientation

2. What is Marketing?
Marketing is a societal and managerial process
where people and organizations ( customers)
obtain what they need and want by exchanging
products and services of value with each other
Marketing focuses on the needs and wants of
customers.
It is concerned about satisfying customers
through supply of goods and services.

3. Concepts of Marketing
The Exchange Concept
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Concept
The Relationship Marketing Concept
The Holistic Concept of Marketing

4. The Exchange Concept
According to this concept, marketing involves the
exchange of a products between the seller and
the buyer. This concept assumes :-
Customers will accept products of any quality
available in the market.
Characteristics:
- Lack of market research, emphasis only on
profits, no after sales service.

5. The Production Concept
This concept assumes:-
Customers will prefer those products that are
widely available and are of lower price.
Characteristics:
Produce as cheaply as possible
Keep prices low
“People will buy anything as long as it’s cheap
enough”

6. The Product Concept
This Concept assumes:-
Consumers will prefer those Product that offers
best quality and performance.
Characteristics:
Products are designed to have a lot of features that
meet the needs of a large number of customers
Takes the view that if the product is right it will sell
itself

7. The Selling Concept
This concept assumes:-
Consumer will prefer those products which are
aggressively promoted with the help of publicity,
advertising, salesmanship and sales promotion.
Characteristics:
People will buy only if they are sold to
High pressure sales pitches

8. The Marketing Concept(Customer
oriented Concept)
This concept assumes:-
The success of the organization largely depends
on Customer Satisfaction.
Characteristics:
Look at what the customer wants/ needs
Acts accordingly
The customer is at the centre of everything the
organisation does- activities are co-ordinated
around customer needs

9. The Societal Concept
This concept assumes that a company can prosper,
if it strikes balance between;
Society’s welfare + Customer Satisfaction +
Company’s profits.
The Relationship Marketing
Concept
Assumes that:-
Company will prosper and progress, if it maintains
excellent relationship with various stakeholders.

10. The Holistic Concept of
Marketing
Philip Kotler introduced the Holistic concept of
marketing, which gives competitive advantage to
business firms.

11. Marketing : Over the years

20. Present & Future
Usage of Big Data
Inbound Marketing _ Narrowcasting
Amazon Fire (Firefly)
Apps
Social Media
Location based marketing (Foursquare)
Twitter and Amazon (#AmazonCart )
Amazon Drones
Mobile Consumers
Google Glass
Wearable Technology (Fuel bands, Gear, iWatch)
3D Printers