Marketing Philosophies/ Marketing Orientation /Marketing Concepts

04. The Marketing Orientation

In shortly the marketing concept is that, to be successful, a company must determine needs and wants of specific target markets, and deliver the desired satisfaction rather than the  competitors. The marketing concept rests on four main pillars

A. Market Focus

market focus is concerned about the target customers are profitable or not to company.

B. Customer Orientation

Precisely understanding of needs of target market customer’s

C. Coordinated (Integrated ) Marketing

all department ,department members are should be work effectively ,efficiently and inter - relatively to satisfy customers an also company profit.

D. Profitability

company profit should be earned as a side effect of satisfying customers bettors than competitors can. Furthermore , marketers must be in analyzing the profit potential of different marketing opportunities .

Marketing Philosophies/ Marketing Orientation /Marketing Concepts

02. The Product Orientation

The assumption under this orientation is that consumers will buy the product that offers them the highest quality and the best performance. A product orientation leads a company to strive constantly to improve the quality of its product, with a result often referred to as “marketing myopia”(a focus on the product rather than on the consumer needs it presumes to satisfy).

A marketer in love with its product may improve it far beyond its worth to the customer, passing the unneeded quality or special to the public. However, “the organization must learn to think of itself not as product goods or services but as buying customers, as doing the things that will make people want to business with it.

03. The Selling Orientation

The implicit assumption in the selling concept is that consumers are unlikely buy product  unless they are actively and aggressively persuaded to do so. The problem of the selling orientation is that it does not take customer satisfaction into account. Its aim is what it makes rather than make what the market wants, if customers are induced to buy a product that they don’t want or need, their unhappiness is likely to be communicated through negative word of mouth that may discourage other potential customers.

Ex selling concepts mean sell their product  using

1. Product strategy (variety product, by quality, design of the product and packing ,features etc..  )

2. Price strategy (list price, competitive price rate and discount etc..  )

3. Promotion strategy (advertising about the product, personal selling, sales promotion etc.. )

4. Placing strategy (  by channeling, covering area ,transportation of product.) 

Marketing Philosophies/ Marketing Orientation /Marketing Concepts

Marketing Philosophies/ Marketing Orientation /Marketing Concepts

 Orientations of Marketing

An orientation is an assumption or belief, often unconscious, about the world. There are seven competing orientations under which organizations carry out their marketing activities. In a way these orientations represent as to how firms view their markets

   

In these concepts customers haven’t any choice to select products for their own needs also in this occasion sellers are king in the market so customers have to buy sellers products without any objections.

Marketing Management As Demand Management

01.15 Marketing Management As Demand Management

Marketers are skilled in stimulating demand for a company’s products. But this is too limited view of tasks marketers performs. Just as production and logistics professionals are responsible for “supply management: marketers are responsible for “Demand management.”

MARKETING MANAGEMENT

01.14 marketing management

The American marketing association offers a managerial definition for marketing as follows:

“Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals”

Marketing Environment

01.13 Marketing Environment

Marketing environment consist of the task environment and the broad environment. The Task environment includes the immediate actors involved in producing, distributing, and promoting the offer. The main actors are the company, suppliers, distributers, dealers, and the target customers.

The Broad environment includes larger forces which effect the entire task environment. It consists of six components.

Competition

01.12 Competition

Competition includes all the actual and potential offerings and substitutes that a buyer might consider. Based on the degree of product substitutability, we can identify four levels of competition.

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