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Marketing Management Philosophies

Marketing Management Orientations

Production concept

Product concept

Selling concept

Marketing concept

Societal concept

Inward looking orientation

Profits by Low prices, High sales volume

PRODUCTION CONCEPT

Focus on reducing cost of production

Achieve Economies of scale

Focus on continuous product improvement

MARKETING MYOPIA

Keep track of peripheral developments

Product merely means of satisfying customer need

Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.

Sell what is made Aggressive persuasion and heavy promotional expenditure

Marketing makes selling redundant

SELLING CONCEPT

Selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort

Every employee is a marketer

Customer needs central to company Customer satisfaction companys ultimate goal

Marketing should champion cause of customer

Meet customer needs better than competition

MARKETING CONCEPT

Communicate customer needs to other departments

Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do

Customer Delivered Value


Starting point
Factory

Focus
Existing products

Means
Selling and promotion

Ends
Profits through sales volume

(a) The selling concept


Market

Customer needs

Integrated marketing

Profits through customer satisfaction

(b) The marketing concept

Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consumers longterm interests, and societys long-run interests

Evolving Views of Marketings Role

Production
Marketing

Finance
Human resources

Production

Finance Human resources

Marketing

a. Marketing as an equal function

b. Marketing as a more important function

Evolving Views of Marketings Role


Production

Marketing

Customer

c. Marketing as the major function

d. The customer as the controlling factor

Evolving Views of Marketings Role


Production Marketing
Customer

e. The customer as the controlling function and marketing as the integrative function

PERFORMANCE MARKETING

INTERNAL MARKETING

RELATIONSHI P MARKETING

INTEGRATED

HOLISTIC MARKETING CONCEPT

MARKETING