Speech on Marketing !
Marketing is a vital function of any business. An enterprise in which marketing is absent or marketing is incidental is not a business. The origin of marketing can be traced to the oldest use of the exchange system i.e., the barter era.
Industrialization is important for marketing evolution. With the onset of mass production, better transportation, and more efficient technology, goods and services could be made in large volume and marketed at optimum prices. This is the production era of marketing.
With more and more companies taking up manufacturing activities and expanding production capabilities, many of them employed, Sales-force and used advertising for the sale of their products. This is the beginning of the sales era of marketing. This stage commenced in the advanced countries in the early 1800ad and for a developing country like India it started in the early last century.
As the competition grew and supply outstripped demand, the business units created marketing departments to conduct consumer research and advise the management on how to price, distribute and promote their products. This is the onset of the marketing department era when research was used to determine consumer needs.
Subsequently the marketing company era commenced and integrated consumer research and analyzes into marketing concept, marketing philosophy, customer service, customer satisfaction j and relationship marketing.
The above five elements of the marketing concept are very important for the success of any business organization.
A consumer orientation means caring for consumer satisfaction and goal-orientation aims at achieving company goals.
A market driven approach means being aware of the structure of the market place and the value-based philosophy means offering goods and services for customer satisfaction.
A company co-ordinates all the activities relating to goods and services with an integrated marketing focus for production, finance, human resource and marketing functions.