The Industrial Revolution marked a significant turning point in marketing.

the father of modern economics

With the end of World War I, the USA experienced overproduction and surplus.

The product-oriented approach dominated during this period.

Modern marketing evolved with a broader understanding of consumer needs and the importance of delivering value.

It is characterized by focusing efforts on producing goods or services.

The transition from sales to marketing orientation

planning and decision making center on customer needs having due regard to competitors and distributors.

Involves analysis, planning, implementation, and control.

responsible for strategic direction.

not necessarily full-time employees and in larger companies

the person who translates policy into tactics and is responsible for day- to-day operations.

his classic article marketing myopia

responsible for legal and administrative matters as well as serving as secretary to the board.

ensures there are no mismatches

Attempting to pinpoint the exact origins of marketing as a business function is challenging, as there is no single, universally agreed definition.

responsible for translating strategy into tactics in terms of the organization's everyday operations and this includes matters like manufacturing, training and recruitment, design and selling.

one function within business and is the most critical because it interprets customers’ needs and requirements into products and services.

A marketing oriented firm produces goods and services that consumers want to buy rather than what the firm wants to make.'

This requires that staff and financial resources be allocated together with time-scales for action, allocation of responsibilities and authority.

The final element of the management tasks of marketing is monitoring and controlling marketing activities.

proposes this definition of strategy, illustrating both its directional nature and its military antecedents:

the organization are time dependent, designed to achieve shareholder expectations.

It is a systematic internal and external environmental review of the company’s marketing performance for a given period of time.

A potential drawback of planning is that if not careful it can become and end in itself.

this stage should provide a vital strategic contribution to the plan.

An idea first put forward in 1982 provides a useful means of applying SWOT analysis principles to form marketing strategies.

This part of the plan is concerned with who should do what, where, when, how and why.

will provide the means for quantitative achievement and control.

A marketing plan cannot be operated without some element of control to monitor and measure progress.