Marketing Concepts

The relevance of Marketing

Which different functions in

organizations do you know?

What types of organizations adopt

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marketing strategies?

Have you ever participated in a

marketing process?

Inês V. Pereira

MARKETING EVOLUTION

Marketing = Market + ing

from latim mercare

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Since when does Marketing exist?

Inês V. Pereira

MARKETING EVOLUTION

3 Phases

1st Phase

PRODUCTION (1870-1930)

2nd Phase

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SALES (1930-1950)

3rd Phase

IMPLEMENTING AND DEVELOPING MARKETING

(1950 USA-…)

Inês V. Pereira

MARKETING EVOLUTION

1st Phase: PRODUCTION ORIENTED:

Raise production

Demand higher than Supply

To look for costumers was not important

2nd Phase: SALES ORIENTED

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2 Big depression EUA (during the 30’s)

A quality product was no longer a warranty of success

Raise of promotion to sell production

Aggressive Sales and unethical tactics.

ISCAP PORTUGAL