Managing For Growth
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The company has different types of orientations to manage growth with in the organization. Presentation describes orientation of marketing such as Market, sales, product and Public orientations
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Difference between selling concept and marketing concept
Presentation of Marketing
Differences Between
Selling Concept and Marketing Concept
Selling Concept
If customers are left to themselves, they will not make the effort to buy a company’s product.
Mere sales oriented regardless of consumer want, need and value,
Primary agenda is to earn profit through larger sales volume.
Factory or Product is the initiative point of Selling Concept.
Selling of product through persuasion or different means of selling though the product have detrimental effect,
It focuses on short term as intensive focus on pushing product to the market and clearing the market as soon as possible.
Marketing Concept
Marketing concept is the management process of identifying the need of target customer , and delivering product,
Customer oriented and fosters on customer value,
Primary agenda is to earn profit through Customer Satisfaction
The loyalty of consumer is the ultimate source of profit (focus on creating hard-core loyal customer such as Apple Inc.)
Identification of need of Target market is the initial phase,
Creates wants satisfying goods and services which the consumers will want to buy.
What is offered for sale is determined not by the seller but by the buyers.
Product is the resultant of market research
Differences Between
Selling Concept
Process of selling starts with the creation of product, and pushing it to market through aggressive selling.
Marketing Concept
Process of marketing starts with the identification of customer need, creation of product based on market research, and delivering product in such as way that satisfies consumer need
...............
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The document outlines the evolution of different marketing concepts over time from a production concept to a societal marketing concept. It discusses 5 concepts: 1) The production concept focuses on high efficiency and low costs. 2) The product concept emphasizes product quality but less on customer needs. 3) The selling concept is about persuading customers through promotion. 4) The marketing concept matches customer needs through market research. 5) The societal marketing concept creates long-term customer relationships and benefits society.
New Product Deveklopment
The document outlines the new product development process including:
1. Idea generation from internal R&D and external sources like customers and competitors.
2. Idea screening to evaluate ideas based on factors like market size and development costs.
3. Concept development and testing new product concepts with target customers.
4. Developing a marketing strategy and business analysis to determine if the product meets objectives.
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1. Brand extension is when a company develops a new product as an extension of a well-known product to provide a wider selection for customers and increase business.
2. Positioning is how a target market defines a business in relation to competitors and involves standing out with unique benefits.
3. The marketing mix, including product, price, place, and promotion, can impact how a target market perceives a business and its positioning. Customers may view products differently depending on attributes like where they are purchased.
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Difference between selling concept and marketing concept
Presentation of Marketing
Differences Between
Selling Concept and Marketing Concept
Selling Concept
If customers are left to themselves, they will not make the effort to buy a company’s product.
Mere sales oriented regardless of consumer want, need and value,
Primary agenda is to earn profit through larger sales volume.
Factory or Product is the initiative point of Selling Concept.
Selling of product through persuasion or different means of selling though the product have detrimental effect,
It focuses on short term as intensive focus on pushing product to the market and clearing the market as soon as possible.
Marketing Concept
Marketing concept is the management process of identifying the need of target customer , and delivering product,
Customer oriented and fosters on customer value,
Primary agenda is to earn profit through Customer Satisfaction
The loyalty of consumer is the ultimate source of profit (focus on creating hard-core loyal customer such as Apple Inc.)
Identification of need of Target market is the initial phase,
Creates wants satisfying goods and services which the consumers will want to buy.
What is offered for sale is determined not by the seller but by the buyers.
Product is the resultant of market research
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Selling Concept
Process of selling starts with the creation of product, and pushing it to market through aggressive selling.
Marketing Concept
Process of marketing starts with the identification of customer need, creation of product based on market research, and delivering product in such as way that satisfies consumer need
...............
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The document outlines the new product development process including:
1. Idea generation from internal R&D and external sources like customers and competitors.
2. Idea screening to evaluate ideas based on factors like market size and development costs.
3. Concept development and testing new product concepts with target customers.
4. Developing a marketing strategy and business analysis to determine if the product meets objectives.
5. Product development and test marketing in small representative markets before commercialization.
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1. Brand extension is when a company develops a new product as an extension of a well-known product to provide a wider selection for customers and increase business.
2. Positioning is how a target market defines a business in relation to competitors and involves standing out with unique benefits.
3. The marketing mix, including product, price, place, and promotion, can impact how a target market perceives a business and its positioning. Customers may view products differently depending on attributes like where they are purchased.
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1) Definitions of marketing, marketing management, and the importance of marketing for business success.
2) Descriptions of Kraft Canada's customer-focused marketing strategy and how it led to business growth.
3) Explanations of fundamental marketing concepts like the marketing mix, internal marketing, and the societal marketing concept.
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2) Situation analysis assesses the market, customers, strengths, weaknesses and opportunities. Objectives are SMART targets for sales, market share and profits.
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4) Strategies are periodically monitored and evaluated to identify deviations and make necessary adjustments.
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This document provides an overview of advertising, public relations, and consumer sales promotions. It discusses the major types of advertising and the criticisms of advertising. The document describes the process of developing an advertising campaign, including setting objectives, creating the message, pretesting ads, choosing media, and evaluating the campaign. It also explains the role of public relations and the steps to develop a PR campaign. Finally, the document defines sales promotions and describes various types of consumer sales promotion techniques.
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The document describes a research project that aims to model the impact of sales promotions on store profits. It does this in three sentences:
The research develops models to decompose retailer item sales and specify promotional response, models retailer promotion profits at the item, category and store level, and simulates promotion profits under different response patterns to determine the optimal deal discount. Empirical illustrations using scanner data from a supermarket estimate response models for coffee and cereal items to explore the determinants of deal discounts and the costs of myopic optimization.
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Sales promotion consists of short-term incentives to encourage immediate or earlier purchase of products and services. Whereas advertising focuses on reasons to buy, sales promotion emphasizes reasons to buy now. Sales promotion makes up 77% of marketing expenditures on average for consumer packaged goods companies. Popular sales promotion techniques include buy-one-get-one-free offers, loyalty programs, discounts, coupons, competitions, and free samples. Marketers must carefully plan sales promotion programs by determining incentive size, participation criteria, promotion period, and evaluating the program's effectiveness and returns on investment.
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Sales promotion is a marketing technique used to temporarily increase sales. It includes tactics beyond advertising and personal selling like coupons, loyalty programs, and discounts. The goal is to stimulate immediate customer purchases or dealer effectiveness over a limited time period. Common sales promotion techniques provided as examples are price deals, loyal reward programs, cents-off deals, and coupons.
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production concept,product concept,selling concept, marketing concept, basic difference between Selling and Marketing
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The document discusses marketing objectives and how they should be SMART (Specific, Measurable, Achievable, Relevant, Time-bound). It also outlines different types of marketing objectives an organization may have, including retaining current customers, increasing purchases from current customers, gaining trial among new customers, and retaining new customers after trial. Key considerations in developing marketing objectives include reviewing situational analysis, sales objectives, and target markets to establish objectives that are realistic and will help the organization meet its broader goals.
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This document provides an overview of promotion mix strategies. It defines promotion as communicating with customers to inform them about a product and persuade them to purchase it. The document then discusses various promotion techniques including advertising, sales promotion, personal selling, publicity, direct marketing, and public relations. It provides details on each technique, such as the objectives and examples. The factors that influence a company's promotion mix are also reviewed.
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This document outlines the key tasks for successful marketing management, including developing marketing strategies and plans, capturing marketing insights, connecting with customers, building strong brands, shaping market offerings, delivering value, communicating value, and creating long-term growth. It discusses monitoring the marketing environment, specifying tactics, anticipating competitors' moves, providing additional services, determining how to deliver value to the target market, using an integrated marketing communications program, and initiating new product development. The document concludes by recapping the main marketing management tasks.
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Sales promotion is defined as short-term marketing tactics used to stimulate immediate sales or trial of a product. The objectives of sales promotion include rewarding loyal customers, persuading consumers to try new products, and increasing sales during off-seasons. There are several types of sales promotion targeted at consumers, trade partners, and the sales force, such as coupons, premiums, contests, and trade shows. While sales promotion can increase market share and sales in the short-term, it also carries disadvantages like high costs and potentially damaging retailer relationships if overused.
Kotler fmm ce_ppt_ch01
This document provides an overview of marketing concepts and frameworks. It includes:
1) Definitions of marketing, marketing management, and the importance of marketing for business success.
2) Descriptions of Kraft Canada's customer-focused marketing strategy and how it led to business growth.
3) Explanations of fundamental marketing concepts like the marketing mix, internal marketing, and the societal marketing concept.
4) An outline of common marketing management tasks such as developing strategies, understanding customers, and communicating value.
Sales Promotion-Marketing Management ppt
Sales promotion refers to marketing activities used to boost short-term sales. The objectives of sales promotion include introducing new products, attracting new customers and retaining existing ones, and maintaining seasonal product sales. Some common tools of sales promotion are free samples, coupons, price discounts, money-back offers, and scratch and win contests. Sales promotion is important for both manufacturers and consumers - it helps increase profits for manufacturers and provides financial benefits and cheaper products for consumers.
Promotion and other tools
The document discusses various sales promotion tools including consumer promotions using samples, coupons, and premiums; trade promotions like price discounts and free goods; and business promotions such as trade shows, sales contests, and specialty advertising. It also covers objectives of sales promotion like stimulating trials, increasing repurchase rates, and adjusting to supply and demand variations. Public relations tools mentioned include press releases, product publicity, corporate communications, and sponsorships to promote products, services, and corporate image.
Market opportunity analysis and consumer analysis
1) The document outlines the 5 steps of the strategic marketing process: mission identification, situation analysis, objective setting, marketing strategy development, and strategy evaluation and control.
2) Situation analysis assesses the market, customers, strengths, weaknesses and opportunities. Objectives are SMART targets for sales, market share and profits.
3) Marketing strategies can include cost leadership, differentiation, or focus. They are implemented through subcategories like forward integration, backward integration, market penetration, and product development.
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This document provides an introduction to marketing concepts. It defines marketing as the process of creating and exchanging products of value with customers. The objectives of marketing are increasing sales, targeting audiences, launching new products, and building relationships. Marketing functions include product development, promotion, sales, and market research. New realities like technology and globalization impact marketing approaches. The document discusses concepts like marketing myopia and customer versus product orientation. It also outlines different orientations companies can take toward the marketplace like production, product, and marketing concepts. Finally, it introduces the marketing environment and its importance in identifying opportunities and threats.
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In the intricate world of business, understanding the various types of business orientation is paramount for organizations seeking a strategic approach that aligns with their goals and values.Marketing management orientations
Marketing involves anticipating customer needs and satisfying them profitably. It includes identifying target markets and creating value for customers. Marketing management orients a company around different concepts like production, marketing, selling, product, and societal marketing. The production concept focuses on efficiency and availability, while the marketing concept is customer-centered. The selling concept relies on promotion, and the product concept emphasizes quality. The societal marketing concept considers customer, social, and company welfare. Understanding different orientations helps companies meet customer needs, avoid mistakes, uncover opportunities, and implement emerging technologies for higher satisfaction.
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The document discusses marketing and marketing management orientations. It defines marketing as anticipating customer needs and satisfying them profitably. Marketing management is choosing target markets and keeping/growing customers through superior value. There are five main orientations: production focuses on efficiency; marketing focuses on customer needs; selling uses promotion; product focuses on quality; and societal considers customers, society and profits. The orientations help companies meet needs, avoid mistakes, uncover opportunities and achieve satisfaction.
SMM
Strategic marketing management involves making decisions around product, price, promotion, and distribution to achieve business goals. This includes segmenting customers, identifying target segments, and positioning products to create value for customers, companies, and collaborators. Managing elements of the marketing mix at the strategic level also requires considering factors like new product development, branding, pricing approaches, promotional strategies, and distribution channel design. The overall aim is developing marketing strategies and plans that lead to gaining market share, defending market position, and achieving profitable growth.
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The document discusses different marketing orientations that companies can adopt. It describes production, product, sales, societal, and market orientations. Production orientation focuses on lowering costs, while product orientation focuses on product quality. Sales orientation prioritizes selling existing products. Societal orientation considers environmental and social impacts. Market orientation researches customer needs and designs products to meet those needs, taking a customer-first approach.
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Marketing is a system of business activities designed to plan, price, promote, and distribute products and services to target markets to achieve organizational objectives. It involves identifying consumer needs and fulfilling them through coordinated marketing activities. Implementing the marketing concept requires being customer-oriented through long-term relationships and mass customization, coordinating all marketing activities, and achieving organizational performance and societal responsibility objectives.
Question 1
The document discusses key differences between marketing and selling concepts, philosophies of marketing, and marketing analysis and environment forces.
The marketing concept focuses on understanding customer needs and wants to produce products that satisfy them, while the selling concept focuses more on selling goods produced regardless of customer wants.
Marketing philosophies include production, product, selling, and societal concepts. Marketing analysis involves a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats, and match strengths to opportunities while mitigating weaknesses and threats.
Microenvironment forces close to the company like customers, suppliers, and departments must work together to create value. Macroenvironment forces from broader society like demographics and environment trends also influence companies and markets.
B.Com 07-11, Slides.3 Marketing Management Current
Subject: Marketing
Teacher: Hafiz Ahsan
Class: Bcom 5th (2007-2011)
Uploaded by: Saad Ahmad (BC07002)
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This document discusses various aspects of marketing strategy and competitive advantage. It defines key terms like strategy, competitive advantage, and core competence. It explains that a good strategy answers questions about what needs to be achieved, how it will be achieved, and helps a business develop, sustain advantages, and define its market position. The document also discusses determining a company's scope, goals, resource allocation, and synergies. It explores focusing on products, markets, or functions, and gaining advantages through customer focus, needs analysis, identifying gaps, and building competence.
Philosophies of marketing (Concepts)
The document discusses 5 concepts that guide marketing efforts: production, product, selling, marketing, and societal marketing. The production concept focuses on efficiency and availability, while the product concept emphasizes product improvements. The selling concept relies on promotion to drive sales. The marketing concept prioritizes customer needs and satisfaction over short-term sales. Finally, the societal marketing concept considers customer and societal well-being, not just wants. It questions if satisfying immediate wants benefits consumers and society long-term.
Marketing management introduction - unit i - EMBA - purbanchal university
Strategic market management involves analyzing a company's situation, assessing opportunities, identifying target markets, setting goals and strategies, and implementing a timeline and budget. The process includes planning, implementation, and control. Planning involves a SWOT analysis, goal setting, and deciding on the marketing mix. Implementation puts the plan into action through programs, schedules, and product availability. Control compares results to goals and benchmarks to evaluate performance and make adjustments. Strategic market management takes a holistic, integrated approach to create superior customer value.
3_Q2-Entrep.pptx
The document discusses key concepts related to developing a business model for a startup home-based business. It defines terms like business model, value proposition, startup costs, and marketing strategy. It explains that a business model identifies how a company will make a profit by selling products/services to target customers. The business model covers costs, marketing, competition and financial projections. Successful business models fulfill customer needs at a competitive price and sustainable cost.
Introduction to marketing
The document defines marketing as identifying and satisfying customer needs profitably. It discusses the evolution of marketing from a production orientation to a sales orientation to a modern marketing orientation focused on customer wants. Key aspects of marketing include identifying parties that can exchange value, communication between parties, and parties having the freedom to reject exchanges. The document also outlines external factors like the political, economic, social and technological environment that influence marketing decisions.
Marketing
The document provides an introduction to marketing concepts. It defines marketing and discusses key aspects of the marketing process including marketing strategy, planning, implementation, monitoring and analysis. The marketing strategy section covers developing strategic plans, conducting SWOT and portfolio analyses to evaluate strengths, weaknesses, opportunities and threats. Different marketing orientations such as production, product and marketing concepts are also outlined.
Marketing philosophy
The document discusses different marketing philosophies: production, sales, marketing department, marketing concept, and societal marketing. It compares the marketing department philosophy with the marketing concept philosophy. The marketing concept philosophy defines the firm's mission in terms of customer benefits and satisfaction rather than just the products it makes. It emphasizes identifying customer needs through two-way communication and developing products to meet those needs. The marketing concept requires long and short-term planning to achieve profit through satisfying customer needs.
Mkt stgy 1
Marketing strategy involves understanding customers' needs and wants so well that products sell themselves. It also involves adapting to changing business environments. An effective strategy helps organizations achieve goals, build competitive advantages, and define their market positions. It specifies the scope of a business, goals, resource allocation, sources of competitive advantage, and how different parts will work together.
Mkt stgy 1
Marketing strategy involves understanding customers' needs and wants so well that products sell themselves. It also involves monitoring the business environment constantly and modifying the strategy accordingly. A strategy helps organizations achieve long-term goals by specifying what needs to be achieved, how, and through optimal resource allocation to gain sustainable competitive advantages. Competitive strategies focus on how a company competes in its industry to gain an advantage through its distinctive approach.
Report on marketing strategies of Amazon
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
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Managing For Growth
- 1. Why Do Firms Have Several Business Orientation? Name :Vishal Desai E mail : desaivis@gmail.com
- 2. What is business orientation ? An orientation refers generally to a firm’s perspective or worldview with respect to aspects of reality
- 3. Types Of Business Orientations
- 4. Orientation in Organizations Different business apply different orientations based on their individual goal and strategy Marketing perspective orientation Marketing Orientation Sales Orientation Production orientation Product orientation
- 5. Marketing Orientation Marketing orientation is a philosophy of organization focused on discovering and meeting the needs and desires of its customers through its product mix They focuses on providing products that respond to both the want and need of a target customers Example 1: If a car company who engages in market orientation will research what consumers most want and need in a car , not produce models which meant to follow trends of other car company do Advantage : Marketing advantage, long term value
- 6. Sales Orientation Sales orientation focuses on promoting and providing sales to a target audience. Features of Sales Oriented company 1. Heavy reliance on promotional activity to sell products. 2. Aggressive in selling tactics 3. Promotion consumes a big shares of the company's total budget Example 1 : Internet Marketing – Number of products Example 2: Business to business sell – Advertising sales and point of sales software Advantage : Short term profit, Build good selling team
- 7. Production Orientation Company ignore customer's needs and focus only on producing a quality product Company believes that if they can make the best 'mousetrap,' their customers will come to them Production orientation is a general approach to business that focuses minimizing manufacturing cost and maximize production Features of Production Oriented Comp 1. Based on monopoly and Emphasize on mass production 2. Assume that customer will surely buy product 3. Focus on profit from mass production Example : McDonalds in Pushkin square, Russia producing 30000 burger a day Advantage : Purchasing & financial
- 8. Product Orientation Exists when management is concerned with capacity of a production and good quality. Company believes about product is unique and it offer distinct benefits Focus on continuous improvement of product Example : ‘Walkman’ of Sony company. It was introduce based on sale , not based on want or need. Advantage : Focus quality, Technological & Outsourcing advantage
- 9. Contact Information : Vishal Desai E mail : desaivis@gmail.com