Ch1-2:History of Marketing Eras and Concepts

This set of vocabulary flashcards covers the historical evolution of marketing strategies from production-focused beginnings to modern relationship-based approaches.

Production Orientation

A business philosophy prior to the 1920s focused on efficient processes and production to create quality products and reduce unit costs, based on the belief that quality products sell themselves.

Sales Orientation

An era from the mid-1920s through the end of World War II where firms used personal selling and advertising to persuade consumers to buy products, especially during the Great Depression.

Marketing Concept

The idea that emerged in the 1950s stating that a firm's long-term success must include a companywide effort to satisfy customer needs.

Customer Orientation

A characteristic of the marketing concept that stresses the idea that everyone in a firm should assess and then satisfy a consumer's needs.

Relationship Marketing

A strategy focused on attracting, maintaining, and enhancing customer relationships through the use of technology and data.

Goal of Marketing

To create, communicate, and deliver value by using tools and strategies to satisfy the needs and wants of customers.