The Evolution of Marketing and How it Has Affected Business Development

To first define marketing is the best way to determine why marketing is necessary to business development. Businesses will often use the marketing process in an effort to determine which products or services a customer or client might be interested in. It is also a tool to determine a strategy for communication, business development or sales. In an effort to create value and build stronger customer relationships, marketing integrates all of these functions.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.At its conception, marketing had a production based focus. What this meant for business is that companies would specialize in the making or production of a given product or service. The use of economies of scale was what they were going to use to base profit on. When there is a high demand for a product or service this approach is often the most useful. This approach was most popular until the 1950′s. For this approach 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.The focus changed some in the 1960′s and went from production to product orientation. Companies were far more focused on the quality of their product or service. They tended to search for innovations to enhance the quality of their service or product. The thought was the higher the quality standards were then people would naturally buy and use your product or service. Of course continuity of those high standards even increased 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 next part of the process is to use research and development to perfect products to meet a customer’s desires. Firms will use research to help reveal customer desires. The marketing approach is the most commonly used and most effective orientation in today’s environment. This is when a company establishes its marketing plans on delivering the products or services around consumer tastes or desires. The final step is to use promotions to make sure that the consumer is aware the product is available. The effectiveness of this approach is why it is the most used in marketing.By Sharon Denise Talbot.