2. Marketing Management Orientations
• Marketing management wants to design strategies that will built
profitable relationship with target consumers .
• There are five alternative concepts under which organizations design
and carry out their marketing strategies. Name of these concepts are
given below.
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
marketing
concept
3. Marketing Management Orientations (Continue)
1) Production Concept
The idea that consumer will favor products that are available and
highly affordable and organization focus on improving production
()پیداوار and distribution ()تقسیم efficiency.
This concept is the oldest of the concepts in business. It holds that
consumers will prefer products that are widely available and
inexpensive. Managers focusing on this concept concentrate on
achieving high production efficiency, low costs, and mass
distribution. For example standard raw materials and components,
CD , LCD.
4. Marketing Management Orientations (Continue)
2. Product Concept
The idea that consumer will favor products that offer the most
quality, performance and features and company focus continuous
improvement.
For example mobile phones (Apple and Samsung) and Laptops
(Apple and HP) etc.
3. Selling Concept
The idea that consumer will not buy enough of the firm products
unless it undertake large scale selling and promotion efforts.
For example insurance policies and funerals plots.
5. Marketing Management Orientations (Continue)
4. Marketing Concept
The marketing philosophy that achieving organization goals depend
on knowing need and wants of target market and satisfying them
better than competitors.
For example Dell.
5. Societal Marketing Concept
The idea that a company marketing decision should consider
consumers wants, the company requirements, consumers long run
interest and society long run interest.
For example Adidas is one of the top leading sportswear companies
in the world. Adidas is committed to manufacture its products that
could be reused over and over again.