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.

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.
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.
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

2. 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.
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.
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.

3. 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.
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.
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.

4. REFERENCES
http://www.ehow.com/info_8469688_five-different-marketing-management-orientations.html
(Accessed on 15th Nov 2014)
http://thinkcreative30.wordpress.com/2012/08/25/how-important-is-a-market-orientation-
in-the-digital-age/ (Accessed on 15th Nov 2014)
Marketing management (14th edition) by Philip Kottler
BWEMELO S.G: Marketing management student learning guide