Assignment Marketing
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Assignment Marketing

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Identify the single biggest difference between the marketing concept and the production concept, and selling concept. Discuss which concepts are easier to apply in the short-run. Which concept offers ...

Identify the single biggest difference between the marketing concept and the production concept, and selling concept. Discuss which concepts are easier to apply in the short-run. Which concept offers the best long-run success? Why?

Which orientation do you believe apple follows when marketing products such as the iPhone and ipad?

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Assignment Marketing Assignment Marketing Document Transcript

  • ASSIGNMENT - 1 PRINCIPLES OF MARKETING SUBMITTED TO: MS. ANUM TANVEER March 12, 2013 SUBMITTED BY: SAJID NADEEM - 12002001004
  • Identify the single biggest difference between the marketing concept and the production concept, and selling concept. Discuss which concepts are easier to apply in the short-run. Which concept offers the best long-run success? Why? MARKETING CONCEPT PRODUCTION CONCEPT SELLING CONCEPT According to this concept a company focuses on satisfying the needs and wants of customers, at the same time making a profit for the company. According to this concept, the needs of customers are secondary compared with the need to increase output and hence increasing the profit. The Selling Concept proposes that customers will not buy enough of the organization’s products unless they are persuaded to do so throughpromotion of their products. They assume that consumers are primarily interested in product availability and low pricesthan features. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. In short-run: The production, and seller-based concepts are the best to apply in the short-run because in this case the company does not need to redefine its business, it just works more efficiently in creating and promoting a better product than the company’s competitors. In long-run: The marketing concept is more effective in long-run.The marketing concept focuses on the needs of the buyer. It requires careful study and flexibility to meet the needs of sometimes fickle consumers.That means companies identify the needs of customers and produce accordingly. This may require a business to rethink its 1|Page
  • entire mission. But if consumer needs and wants are not met, the business will eventually fail. Which orientation do you believe apple follows when marketing products such as the iPhone and ipad? Apple basically uses all the marketing orientations i.e.      Production concept Product concept Selling concept Marketing concept Societal concept Apple follows all the above orientations when marketing products such as iPhone and iPad but it mostly emphasizes on the “Marketing concept” as it 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.Apple is following the marketing concept because the product is wildly successful, so it must be satisfying consumers’ needs. Societal concept is also very relevant because societal marketing concept refers the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. Apple is definitely doing so by its innovative and quality products. 2|Page