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Abstract
The development of a modern marketing philosophy began in the early part of the 20th century and has gone through the following stages: 1. a production orientation (1900-1930), 2. a sales orientation (1930-1950), and 3. a market orientation (1950 onward). With the rise of the marketing concept came the counterforce of consumerism, seeking to expand the rights and power of buyers in relation to sellers. One result of the marketing discipline's evolution during this time is the societal marketing concept, which recognizes profit as a major business motive but also encourages firms to market products that satisfy customers and have no deleterious consequences for society. This concept is grounded in 2 broader areas of business philosophy: social responsibility and business ethics. Rather than denying that the ultimate goal of business is long-term survival and profitability, the limits within which these goals should be pursued are defined.