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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.
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