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The Evolution Of Marketing And How It Has Affected Business Development.
May 1st, 2010 | Posted in SEO.Marketing, by definition, is simply a process that businesses use to help determine which of their products or services customers are interested in. It also is used to determine a strategy for sales and communications and business development. Marketing integrates all of these functions to create value and build stronger customer relationships. By understanding this definition it enables us to determine why marketing is important to business development.
Setting up your marketing process efficiently will enable you to identify, satisfy and keep your customers happy. The key to this process is customer centered process. To be able to properly manage your business you will have to first manage your marketing. In past years the focus of business management was primarily on production but that changed to marketing in more recent times. Looking at the evolution of orientation of companies for a marketing viewpoint overtime would be helpful.
In its infancy, marketing had a production based focus. This meant that companies would specialize in the production of a given product or service. This meant that they were going to base profit on the use of economies of scale. This approach is most useful when there is a high demand for a product or service. In order to continue to be effective it is also important that there is a high probability that customer demand or desire for the product or service will not change. This approach was most popular until the 1950’s.
The focus underwent some change in the 1960’s. Rather than production oriented, it went to product oriented. Companies were far more concerned with the quality of their product or service. Awareness was raised to search for innovations to better the superiority of their service or product. The thought was the more enhanced the quality standards were then people would buy and use your product or service. Of course maintaining those high standards only raised the demand for that product or service.
Selling became the way for a company to develop its business model. The sales approach was used in both the 1950s and 60s.This was a natural progression and it led to the next step in the evolution of the orientation of companies. This approach is a little different. The focus in not on determining what the customer desires. As an alternative the focus is on encouraging an existing product or service. The aim is to achieve the optimum sales possible. This usually works to the best advantage in situations where a company has a surplus of merchandise that is no longer moving at a rate that is acceptable. This is also used in cases much like the production orientation mentioned before. Once again, product orientation is when there is high demand for a product and little chance of a change in customer desire for the product.
The marketing approach is the most commonly used in today’s setting. It is also the most effective orientation. This is what happens when a company bases its marketing strategies on supplying the products or services around consumer needs or wants. Firms will often turn to this research to help figure out what the customer wants. The next step is to use this research and development to adjust the products to meet those customer wants. Finally, the next step is to use promotions in order to make the consumer aware the product is available for them. This approach is used most often because of its extreme effectiveness.
Business Development Marketing is a resource that is available to those who are looking to improve their business. Business owners have used Business Development Marketing to imporove their marketing plans for years.
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