The bases of the Modern Marketing concept.

1. Development of the Modern Marketing Concept
Dr Brian Monger
Copyright January 2013.
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• MAANZ International, is a Not for Profit,
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Memberships;
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• www.marketing.org.au
Marketing In Black and White
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3. Dr. Brian Monger
• Brian Monger is the CEO of MAANZ International and a
Professional marketer and consultant with over 40 years
experience.
• He is highly active on social media – including Linked In,
where he owns, manages and moderates groups with about
1 million members
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4. Development of the Modern Marketing
Concept
• When WW II ended, marketers found they could sell
almost anything they could produce.
• In the late 1940's, after WW II, as goods became more
readily available and competition intensified, some
marketers adopted product orientation, while others
followed a selling orientation.
• The assumption underlying product orientation is that
buyers will buy the product that offers them the highest
quality, the best performance, and the most features.
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5. Development of the Modern Marketing
Concept
• In the early 1950's, many marketers began to realise that
they could sell more goods, more easily, if they produced
only those goods they had pre-determined that buyers
would buy. This philosophy, which was introduced
initially, by General Electric, came to be known as the
marketing concept.
• The key assumption underlying the marketing concept is
that a company must determine the needs and wants of
target markets, and deliver the desired satisfaction better
than the competition.

6. Development of the Modern Marketing
Concept
• The modern marketing concept is based on the premise
that a marketer should make what it can sell, instead of
trying to sell what it has made- focussing on the needs of
the buyer rather than the seller – and leading to the need
for the study of buyer behaviour.
• The assumption underlying selling orientation is that
buyers are unlikely to buy a product unless they are
actively and aggressively persuaded to do so.

7. Development of the Modern Marketing
Concept
• Many marketing writers took up the concept and have
promoted the modern marketing concept.
• Best known among them are:
• Philip Kotler
• Eugene McCarthy
• Theodore Levitt
• David A. Aaker
• Peter Drucker

8. The Societal Marketing Concept
• The societal marketing concept requires that marketers
endeavour to satisfy the needs and wants of their target
markets in ways that preserve and enhance the wellbeing of buyers and society as a whole.
• This requires a longer-term perspective which; is difficult
for many practicing marketers, given that companies and
shareholders are often seeking short-term profits.
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9. Segmentation, Targeting and Positioning
• The focus of the marketing concept is buyer needs. In
order to satisfy buyer needs, marketers must segment
the market and position their products and services so
that they are more attractive to buyers than competing
brands.
• Market Segmentation is the process of dividing a market
into subsets of buyers with common needs or
characteristics.
• Positioning is developing a distinct image for the product
or service in the mind of the buyer.
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10. Modern Marketing Emphasises Customer Value,
Satisfaction and Retention
• Modern marketing emphasise value and value creation,
to benefit of the buyer, which translates to the marketing
organisation
• Customer value is defined as the ratio between
customer’s perceived benefits and the resources to
obtain those benefits.
• Perceived value is both relative and subjective.
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11. Customer Value, Satisfaction and
Retention
• Customer Satisfaction is the individual’s perception of
the performance of the product or service in relation to
his or her expectations.
• Customer retention is important because it is more
expensive win new customers than keep existing ones.
• The concerns of value, customer satisfaction means
marketing has evolved to a more relationship focus than
was the case in the past .

12. • For more information about MAANZ International and articles
about Marketing, visit:
• www.marketing.org.au
• http://smartamarketing.wordpress.com
• http://smartamarketing2.wordpress.com
• . http://www.linkedin.com/groups/MAANZSmartaMarketing-Group-2650856/about
• Email: info@marketing.org.au
• Link to this site - - http://www.slideshare.net/bmonger for
further presentations
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13. END
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