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.

1. MARKETING
 According to charted institute of marketing, Marketing is defined as
management process of Anticipating, identifying and satisfying customer
requirements profitability.
 Marketing is all about identifying human and social needs.
 Stuffs which can be marketed include Goods, services, events, experiences,
persons, places, properties, organization, information and ideas.
 Marketing consist of several objectives including increase sales volume,
increase growth rate, increase market share, increase market penetration,
maximize return on investment, promote social responsibility and
promoting positive company image.

2. MARKETING MANAGEMENT
 Marketing management is defined as the art and science of choosing
targets markets and getting, keeping and growing customers through
creating, delivering and communicating superior customer value
 A good marketing is no accident but a result of careful planning and
execution using state-of-the-art tools and techniques.
 Financial success often depends on marketing ability, Thus finance,
operation, accounting and other business function will not really
matter if there is no sufficient demand for products and services.

3. MARKETING MANAGEMENT ORIENTATION
 Marketing management orientations are different marketing concepts
that focus on various techniques to create, produce and market products
to customers.
 The management usually focuses on designing strategies that will build
profitable relationships with target consumers. Marketing strategies are
guided by philosophy
 Organizations use marketing orientations as a basis for their marketing
campaigns.
 There are five main marketing management orientations which are as
follows

4. 1. THE PRODUCTION CONCEPT
 This is one of the oldest concepts in business. The concept holds
the belief that consumers desire, favours and prefer products at
low prices which are affordable and available.
 The production management needs to create products focusing
on achieving high production efficiency, low costs, and mass
distribution as a marketing strategy.

5. 2. THE MARKETING CONCEPT
 The marketing concept emerged in the mid-1950s as a customer-centered,
sense-and respond philosophy. The marketing concept holds that the key to
achieving organizational goals is being more effective than competitors in
creating, delivering, and communicating superior customer value to the target
markets.
 The job is to find the right products for customers, thus the market strategy
focus on buyer’s needs and producing what a company can sell.
 Implementation of marketing concept focus on three main basic elements of
marketing which are customer orientation, company commitment and goal
orientation.

6. 3. THE SELLING CONCEPT
 The selling concept is based on the belief that consumers and businesses
will not purchase products from companies or won’t buy enough of the
organization’s products without aggressive selling and promotional
efforts.
 The purpose of this concept is focusing on selling what the company
creates rather than focusing on making what the consumer wants (what
the market wants) during implementation.
 Managers usually focus on creating a comprehensive advertisement
campaign to coax consumers into purchasing their products.

7. 4. THE PRODUCT CONCEPT
 The product concept proposes that consumers favor
products offering the most quality performance, or
innovative features.
 Implementation of the product concept focuses on
producing superior products with innovative features that
are normally improved over time to meet the customer
expectation.

8. 5. THE SOCIETAL MARKETING
CONCEPT
 The societal marketing concept focuses on delivering value
to customers in way of maintaining or improving
consumers and society wellbeing. It looks on the interests
and needs of the targeted consumer market.
 So there are three considerations underlying this concept
which are Consumers satisfaction, society’s welfare and
company’s profit.

9. IMPORTANCE OF MARKETING
MANAGEMENT ORIENTATIONS
 1. To meet customer needs more effectively.
 2. To avoid strategic mistakes.
 3. To uncover opportunities before competitors.
 4. To achieve higher customer satisfaction.
 5. To implement emerging technologies in the concept of
marketing orientation.