In the early 18th century, the production concept of marketing prevailed, wherein the firms focused on production efficiency and assumed that customers will purchase products that are inexpensive and readily available to them. The production concept gradually shifted to the product concept which then deviated to selling concept.
Up until the selling concept, needs of customer were never the focal point of the marketing operations of the firm. However, with the onset of the marketing concept in the mid-1950s the scenario began to change. It was recognized that for the long term survival of the company, customer needs should be prioritized.
Instead of merely manufacturing products and convincing the customer to engage in transactions all the while disregarding their need, experts highlighted that companies should be more active in creating value for customers. Before the marketing concept gained transaction, once the transaction was done customer ceased to be of any importance to the firm.
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