Question

It's for Marketing Class

Choose a product that you like, and explain how it would be marketed in each of The Marketing Eras (Production era, Sales era, Marketing era, Societal Marketing era)  

Answer 1

Let's imagine that you want to open a pizza shop. You live in a suburban area with lots of families, so you know that the potential market is good. You've got some savings with which to start your business, and soon, you are the proud owner of a little shop in the center of your town. We'll call it Pizza Pizzazz.

Fast-forward three months. Your shop is still open, but with each month, your savings are dwindling because you are not yet making enough profit from your small business to cover all the expenses. You knew it usually takes about six months to get a business off the ground, but now that the shop has hit its stride, you have some time to devote to the question at hand: How can you best market Pizza Pizzazz to bring in new business and generate a profit.

Mass Production Era (1860s-1920s): The production era began during the Industrial Revolution. Products were produced in mass and at a low cost. Typically businesses only produced one product at a time. Also during this era, businesses had the mindset of, “if produced, someone will buy” and thus increase profitability. Due to the current market, businesses could sell anything they produced.

Sales Era (1920s-1940s): As the market continued to become more saturated and intensify, competition increased among businesses. This created a need for marketing and sales techniques. Companies hoped through persuasion techniques that they could convince customers to purchase their products. However, companies were concerned with selling products simply to get rid of them for a profit, not because it would fulfill the needs of their customers. Everything in the sales era was about the price, not the quality of the products or the customer needs.

Marketing Department Era (1940s-1960s): The marketing department was defined during this era. We see advertising, sales, promotions, and anything marketing related all grouped into one department.

Marketing Company Era (1960s-1990s): This is an era when the marketing department takes control. We see the marketing department help guide a company’s direction. All employees are also involved in marketing, making it important for the success of the company.

In addition, there is a shift from mass production to the need to satisfy customers. The customers become king and are now the main focus. Businesses survive because they are here to fulfill the needs of customers. Distribution channels and pricing strategy are also defined during the marketing company era.

Social/Mobile Marketing Era (2010-Present): Businesses focus on being social and connecting with clients in real-time. Due to technology, businesses and customers can communicate 24/7. The customer is in the driving seat now, not businesses.

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