Evolution of Marketing Concept Discussion

The real understanding of the marketing concept refers to its fundamental study: merging modern marketing with marketing management. As in practical life, whatever one does reflects their preceded thinking. The way one uses to think determines the same course of action taken by them. This terminology refers to a concept as a philosophy, a course of thinking, an idea, a viewpoint, etc., that reflects the notion relating to any aspect of human creations. The utilization of such philosophical contexts by the organizations in the dynamic arena of marketing is termed a marketing concept. Thus, marketing concepts are more like orientations to the marketers who utilize philosophical tendencies into their evolutionary concepts.

Such philosophical marketing concepts indicate that marketing organization is future-oriented, value-oriented, customer-oriented, and profit-oriented. Their sales, distribution, promotion, and other marketing functions tend to apply evolutionary management practices. Since the great Industrial Revolution, these marketing concepts have changed by undergoing a thorough and gradual study. The Indian Revolution took place between the 18th and the 19th century. The gradual changes that the marketing concept faces have been traced within four periods and captions. Those periods are being known as the production, sales, customer, and social orientation period.

Production Orientation Philosophy
Market belief prevailed until the 1930s that whenever a firm produces a good product, it automatically attracts consumers, resulting in good consumer response. While performing under such market belief, companies require little or no promotional efforts. Built the marketing concept of production orientation on the “Good wine needs no push” philosophy. This describes as a well-featured product at a reasonable cost that requires no additional or special marketing efforts. The production orientation philosophy of marketing concept had various assumptions that the market slowly accepted for the evolution:

Anything that produced well can be sold.

The major task that management follows is to keep lower production costs.

A production unit has to produce some specific basic products.

Sales Orientation Philosophy
The 1930’s production orientation philosophy’s downfall enables change during 1940 in the marketing concept’s outlook. The evolutionary philosophy speaks sales-orientation that companies even follow today by allowing focusing goods to a great extent. The concept denotes that mere making good products available is not appropriate to reach market goals. It reflects results when businesses involve aggressive salesmanship in their marketing efforts.

The major factors of working within sales orientation philosophy describe the effectiveness of product advertising, sales promotions, and public relations. To move a firm’s goods, it is essential to involve high-pressure salesmanship with effective high-end advertising. The human life philosophy that sales orientation appraises is “goods are sold, not just bought”. Their products must be the best of the market for the makers, but he/she fails in sales if he/she remains silent about it. The evolution of marketing concept in sales orientation philosophy came as per the following assumptions:

Considering the production of the best product.

Searching buyers for the product.

The major task of the management is to evolve high-pressure tactics to convince the buyers.

Customer Orientation Philosophy
The customer orientation philosophy considered during 1950 points out the fundamental task of a business undertaking. It denotes the importance of research and understanding the value of consumer needs, wants, and desires. This will guide firms to produce the goods according to these findings; in this way brand or product can completely meet consumer specifications.


The marketing concept rather focuses on the consumer than the product. The enterprise processes should start with the consumer and end with the requirements of the product found from the consumers. It includes well-proposed marketing before commencing product availability in the marketplace. This philosophical concept also includes various marketing assumptions, likewise:

The firm tends to produce only consumer desired goods.

The management works on factor integration for all its activities to develop consumer satisfying marketing models only.

The management requires guidance on goals for long-term profit rather than focusing on quick sales.


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