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.)