MARKETING ORIGINS, EXCHANGE, AND

VALUE
At the end of the lesson, the learners should be able to;
1. Understand the evolution behind the principles of marketing; and
2. Know the difference between marketing and non-marketing-based
sales techniques.
STAGE 1: SUPPLY < DEMAND
• This is what is typically called a sellers’ market
and the sellers have the upper hand in these
situations. The market is hungry for the product
and has a disposable income to pay for it.
STAGE 2: SUPPLY < DEMAND, COMPETITION
GROWING
• This mindset is called product orientation and it
is often colloquially referred to as “building a
better mousetrap.”
STAGE 3: SUPPLY > DEMAND
• Using sales organizations to push your product
is called sales orientation.
STAGE 4: SUPPLY > DEMAND, CUSTOMER-
CENTRIC STRATEGIES EMERGE
• As competition becomes fierce, firms soon
realize that a better way to compete would be by
prioritizing customer needs more than their own.
When the mindset moves to this sphere, then
this is the starting point for a marketing
orientation.