The Evolution of Modern Marketing Essay

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In order to understand marketing one must first analyze the history of production and sales as it advanced into a marketing based approach to customer satisfaction. By definition according to rdi, “marketing is a business philosophy, the process responsible for anticipating, identifying and satisfying customer current and future needs”(rdi, 2011). To appropriately cognize marketing, one must acknowledge the evolutionary progression that transpired allowing the concept of marketing to establish existence. This progression began from trial and error initially focusing on product, and then sales, then the customer’s wants and needs; which brings us to our purpose for this dialog. Marketing is simply an advancement of two other philosophies the product philosophy, and the sales philosophy.
Product Philosophy
According to Henley, (2011) this philosophy predates the Industrial Revolution (Henley, 2011) and, bases itself on the assumption that if one creates a high quality product it will sell itself irrespective of customer wants, and needs. This concept excludes the customer from the decision and solely revolves around the manufacturer’s credence that the product is what the public needs, therefore the creation will only require the manufacturer pushing the product to create sales. Within this approach, the customer is limited to what the manufacturer creates thereby constraining the customer to react to the manufacturer’s decisions. In addition, it confines stock levels set by production and only permits profit through manufacturing efficiency. Furthermore, in advertisement, instead of benefits to the customer as seen in a marketing approach, the manufacturer is restricted only to the product’s features (RDI, 2...

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Abrams, R. M., & Vallone, J. (2008). Successful marketing: secrets & strategies. Palo Alto, Calif.: Planning Shop.
Henley, J. (n.d.). Marketing Concept and Philosophy: Encyclopedia of Management. ENotes - Literature Study Guides, Lesson Plans, and More. Retrieved August 7, 2011, from

Kotler, P. (n.d.). Marketing Management by Philip Kotler (719 Slides). Upload & Share PowerPoint presentations and documents. Retrieved August 7, 2011, from

Marketing Philosophy. (n.d.). RDI. Retrieved August 7, 2011, from

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