Approaches - Production, Sales, Marketing

The activities of marketing have changed over time:

Production Approach: 

Industrial Revolution—mass production. 

Demand for goods was greater than supply.

Therefore, no real need for ‘marketing’ to attract sales. Everything made was sold without a sales team.

No consideration of customer in process.

Sales Approach:

More competition leading to sales pitch approach; tactics to persuade customer to purchase. 

Investments in advertising. One way messaging. Make it and then 'hock' it approach.

Still no consideration for customer preferences or needs at front-end of process.

Marketing Approach:

Customer preferences and needs factored into the design and delivery of each product / service offering. 

Research used to determine needs / test consumer reactions / make adaptations to the product / service prior to production. 

Completely customer-oriented. Integrated marketing plan centred upon customer satisfaction (leading to higher sales / profitability). 

High levels of competition, forcing businesses to be more consultative in approach.