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
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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.)
