What Are The Stages In Marketing Evolution?

What Are The Stages In Marketing Evolution?

What are the stages in marketing evolution? Marketing is the process of creating value for a company through the creation and distribution of products or services. It includes the identification, selection, and promotion of products or services to meet the needs of customers. Marketing also encompasses the planning and execution of marketing campaigns, as well as research on consumer behavior. The sphere has come a long way from trade all the way to the entertainment industry and personal branding.

The goal of marketing is to create value for a company through the creation and distribution of products or services. Marketing must identify the needs of customers and then develop a way to meet those needs. To do this, marketing uses research on consumer behavior to understand how customers think, feel, and act. This understanding is used to create marketing campaigns that promote products or services to customers.

Stages of Market Evolution

The market evolution process is the journey that a company takes as it develops and introduces new products or services to the market. It is a process of learning and adaptation, as companies try to find the right mix of features, price, and marketing that will appeal to customers. The four stages of market evolution are;

  • Introduction Stage of Market 
  • Growth Stage, 
  • Maturity Stage, and 
  • Decline Stage

Introduction Stage

The first stage of market evolution is the Introduction stage. In this stage, a new product or service is introduced to the market. In this stage, companies focus on creating awareness for their new product or service. They do this by advertising and promotion. They also try to build interest in the product or service by providing information about it. This is often a time of high uncertainty, as there is little data available on how the product or service will be received by consumers.

Growth Stage

The growth stage is when the company starts to see significant expansion in both revenue and profitability. This is usually accompanied by increased marketing efforts as the company tries to scale its operations. At this stage, the company will also start to invest heavily in research and development (R&D) in order to bring new products or services to market. The goal during the growth stage is to continue expanding the business while maintaining profitability.

During the growth stage, companies will typically see their customer base increase dramatically. As such, it is important to have systems and processes in place to efficiently manage this growth. Additionally, the company will need to continue to invest in marketing and sales in order to keep up with demand. R&D should also be a key focus during this stage, as new products or services can help drive growth. Finally, it is important to begin thinking about exit strategies at this point, as the company will likely be acquired or go public if it is successful.

The growth stage is an exciting time for companies, as they are seeing significant expansion. However, it is important to manage this growth carefully in order to maintain profitability and avoid running into problems down the road. With a strong focus on marketing, sales, and R&D, companies can set themselves up for success during the growth stage. Additionally, exit strategies should be considered from the outset in order to maximize value for shareholders.

Maturity Stage

At the maturity stage, products are well-established in the market and sales growth starts to level off. This is the longest stage of the product life cycle and typically lasts several years. During this stage, companies focus on maintaining market share and profits by managing competition, improving product quality, and developing new uses for the product. Promotional activities are typically designed to build brand loyalty and reinforce customer awareness of the product.

The maturity stage is often divided into two sub-stages: 

  • Early maturity 
  • Late maturity. 

Early maturity is characterized by rapid sales growth as customers become aware of the product and it gains popularity. Late maturity is marked by slower sales growth as the market becomes saturated.

As products enter the late maturity stage, companies may start to see a decline in sales. This is due to a number of factors, including increased competition, saturation of the market, and changing customer tastes. To counteract this sales decline, companies often introduce new versions of the product or offer discounts and promotions.

When products reach the end of their life cycle, they enter the decline stage. This is characterized by a decrease in sales as customers switch to newer and more innovative products. Companies typically stop investing in marketing and promotion during this stage and focus on extracting maximum profits from existing customers. Once profits start to decline, companies will eventually exit the market altogether.

The product life cycle is an important tool for businesses to understand when planning their product strategy. By knowing which stage a product is in, companies can make informed decisions about how to best invest their resources.

Decline Stage

The decline stage of the product life cycle is characterized by a decrease in sales and profitability. This is typically caused by a combination of factors, including saturation of the market, intense competition, new technological developments, and changes in consumer preferences.

As sales begin to decline, companies often respond by cutting prices and increasing marketing efforts in an attempt to boost demand. However, these strategies are often unsuccessful and can actually accelerate the decline. In some cases, it may be necessary to exit the market entirely.

If your product is currently in the decline stage, it’s important to carefully monitor trends and consumer behavior. This will help you determine whether or not there is still potential for growth or if it’s time to move on.

Five Eras of Marketing History 

Source: Marketing Stages Evolution
  1. The Pre-Industrial Era: 

This era spans from before the industrial revolution up to the early 1800s. This is when marketing was fairly simple and most businesses were local. There wasn’t much competition, so companies didn’t need to do much to stand out from the crowd.

  1. The Industrial Era: 

This era began in the early 1800s and lasted until around the mid-1900s. This is when mass production became possible, thanks to advances in technology. This made it easier for companies to produce large quantities of products at a lower cost. As competition increased, businesses started using more sophisticated marketing techniques to reach a wider audience.

  1. The Post-Industrial Era: 

This era began in the mid-1900s and is still ongoing. This is when marketing became more complex, as companies started using a variety of methods to reach consumers. This era is also characterized by the rise of global markets, as businesses increasingly operate on a worldwide scale.

  1. The Digital Era: 

This era began in the late 20th century and is still ongoing. This is when digital technologies began to revolutionize marketing. These technologies have made it easier for companies to target specific audiences and track results. They’ve also allowed businesses to connect with consumers in new and innovative ways.

  1. The Social Era: 

This era is characterized by the rise of social media. Social media platforms like Facebook, Twitter, and Instagram have changed the way businesses communicate with consumers. These platforms provide companies with a way to connect with customers on a more personal level. This is also when practically anyone can research what to sell on Shopify and start a business. In this era, marketing is all about building relationships and engaging with customers on a human level.


What are the twin pillars of marketing?

There are two key pillars of marketing: product and promotion. Product refers to the goods or services that a company offers, while promotion encompasses the various ways in which a company raises awareness of its products or services and encourages customers to buy them.

Product is the first and most important pillar of marketing because it is the foundation upon which you build all other marketing efforts. If a company does not have a strong product, then no amount of promotion will be able to sell it. Conversely, even the best products will not sell without proper promotion.

Promotion is the second pillar of marketing and is just as important as product. The goal of promotion is to create demand for a company’s products or services by generating interest and awareness among potential customers. There are many different ways to promote a product or service, including advertising, public relations, and marketing.

Both product and promotion are essential to the success of any marketing effort. Companies must carefully balance both pillars in order to create a successful marketing strategy. If you neglect one pillar, it can jeopardize the entire marketing campaign. By carefully balancing both pillars, companies can create a successful marketing strategy that will generate interest, awareness, and demand for their products or services.

Which of the following statements about marketing is most accurate?

  1. Marketing requires creativity. You either have it or you don’t.
  2. You will never know everything about marketing, untill you take a marketing class.
  3. Only if you’ve sold anything may you call yourself a marketer.
  4. If you’re making marketing-related decisions on a daily basis, you are already an expert in the field.
  5. It’s all about common sense when it comes to marketing.

Answer: Option (D) is correct.

What is the general purpose of the marketing functions?

The marketing functions of a business are responsible for creating and delivering value to customers. They do this by identifying customer needs and desires, and then creating and executing plans to meet those needs. The marketing mix is a key part of the marketing functions, and includes the four Ps: product, price, place, and promotion. Marketing must also be strategic, aligning with the overall business strategy. And finally, marketing efforts must be constantly monitored and adjusted to ensure that they are achieving the desired results.

The marketing functions of a business are vital to its success. Without marketing, a business would have no way of attracting customers or delivering value to them. Marketing must be strategic, aligning with the overall business strategy. And finally, marketing efforts must be constantly monitored and adjusted to ensure that they are achieving the desired results.

Which of the following statements is true about marketing?

  1. Marketing is the process of creating value for a company through the creation and distribution of products or services.
  2. Marketing is the process of identifying, anticipating and satisfying customer needs.
  3. Marketing is the process of selecting target markets and then designing and implementing marketing programs to reach these markets.
  4. All of the above statements are true about marketing.

Answer: Option (D) is correct.

Which of the following statements about marketing activities is most accurate?

  1. Marketing is creating a product that people need, not just want. You have to make sure that the product is good and that people will want it. Then you have to convince them that they need it.
  2. The marketing department works with both internal and external groups to create and share information about the company.
  3. Marketing is affected by society but it usually doesn’t have a big impact on society as a whole.
  4. As long as a firm monitors its environment closely through rigorous market research, environmental forces will not affect its marketing activities.

Answer: Option (B) is correct.

Marketing has evolved over which general eras?

Marketing has evolved over four general eras: production, sales, marketing, and Relationship marketing.

  1. Production Era: 

The focus was on increasing production efficiency to bring down costs and make mass production possible. This era is associated with significant developments such as the rise of assembly line production and Taylorism (scientific management).

  1. Sales Era: 

With more products available at lower prices, businesses turned their attention to selling them. The goal was to increase sales by any means necessary, including aggressive and sometimes misleading marketing techniques. This era is often referred to as the “Mad Men” era, due to the prevalence of hard-selling advertising executives like those portrayed in the television show Mad Men. This is also when “Terms of Sale” policies took shape.

  1. Marketing Era: 

With the development of marketing as a discipline in the mid-20th century, businesses began to take a more strategic and scientific approach to selling their products. The focus shifted from simply increasing sales to creating long-term relationships with customers. This era is characterized by the development of important marketing concepts such as market segmentation, target markets, and positioning.

  1. Relationship Marketing Era: 

In recent years, there has been a shift from transaction-based marketing to relationship-based marketing. The goal is no longer simply to increase sales, but to create long-term relationships with customers that are based on trust and loyalty. This era is characterized by the development of important relationship marketing concepts such as customer satisfaction, customer retention, and customer loyalty.


It should be clear by now that marketing has come a long way since its earliest days. What started as a simple process of exchanging goods and services for other goods and services has evolved into a complex system involving multiple stakeholders, channels, and objectives. As the field of marketing continues to evolve, so too will the stages through which it passes. The key for marketers is to stay ahead of the curve and be prepared to adapt their strategies and tactics to meet the ever-changing needs of consumers and businesses.

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