This document outlines different concepts companies use to orient themselves in the marketplace. It discusses production, product, selling, and marketing concepts as well as more modern holistic concepts like relationship marketing, integrated marketing, internal marketing, and socially responsible marketing. The marketing concept emphasizes understanding customer needs and integrating marketing activities to satisfy customers profitably.

1. Company orientations
towards the marketplace

2. Marketing Concepts
 Production concept
 Product concept
 Selling concept
 Marketing concept
 Holistic marketing concept
 Relationship marketing
 Integrated marketing
 Internal marketing
 Socially responsible marketing

3. Production Concept
 Consumers favor products that are
available and highly affordable
 Improve production and distribution
 Focus On Manufacturing (D>S)
 Goal: Produce All That Is Possible

4. Product Concept
 Assumption: Consumers favor products that
offer the most quality, performance, and
innovative features
 Focus on Manufacturing (D>S)
 Means: Make quality products
 “You can have any color you want as long as
it’s black.”
 “Make the best product you can and people
will buy it.”
 “Build a better mousetrap”

5. Selling Concept
 Mid-1920s–early 1950s: weakened demand
required that products would have to be
“sold.” (personal selling, advertising, and
distribution was the focus)
 Focus on selling existing products (D=S)
 Means: Aggressive Sales & promotion
 Goal: Maximize Sales
 “Sell this inventory no matter what it takes.”
 “You don’t like black? I’ll throw a set of
glassware.”

6. Marketing Concept
 Early 1950s–2000s: adopting a customer
focus means a commitment to researching
and responding to customer needs.
 Long-Run View
 Consumer want focus
 Integrated planning and feedback
 Adapt to the environment

7. Selling versus Marketing
SellingSelling
FactoryFactory ProductProduct Selling &Selling & Profits throughProfits through
promotingpromoting sales volumesales volume
FactoryFactory ProductProduct Selling &Selling & Profits throughProfits through
promotingpromoting sales volumesales volume
StartingStarting
pointpoint FocusFocus MeansMeans EndsEnds
MarketingMarketing
TargetTarget CustomerCustomer IntegratedIntegrated Profits throughProfits through
marketmarket needsneeds marketingmarketing customer satisfactioncustomer satisfaction
TargetTarget CustomerCustomer IntegratedIntegrated Profits throughProfits through
marketmarket needsneeds marketingmarketing customer satisfactioncustomer satisfaction
Marketing is not synonymous with “sales” or “advertising”.

8. Holistic Marketing Concept 1
 Relationship Marketing
 Developing Marketing Networks
 Using CRM
 is “the overall process of building & maintaining
profitable customer relationships by delivering superior
customer value and satisfaction.” (Kotler, 13ed 2006)
 Using information to create marketing strategies that
develop and sustain desirable customer relationships
 Establishing long-term, mutually satisfying buyer-seller
relationships allowing for mutual dependency

9. Holistic Marketing Concept 2
 Integrated Marketing
 is a comprehensive plan that communicates and
delivers the intended value to chosen customers
 a set of coordinated cross functional activities (a
unity of purpose)
 traditional approach- McCarthy 4P’s
 Robert Lauterborn- 4C’s

10. Holistic Marketing Concept 3
 Internal Marketing
 External Customers
 Internal Customers
Marketing ImplementationMarketing Implementation
Marketing StrategyMarketing Strategy
Internal MarketingInternal Marketing
ProgramProgram
Marketing MixMarketing Mix
External MarketingExternal Marketing
ProgramProgram
Marketing MixMarketing Mix
Target Groups WithinTarget Groups Within
the Organizationthe Organization
Customer Groups orCustomer Groups or
Target MarketsTarget Markets
Marketing ImplementationMarketing Implementation
Marketing StrategyMarketing Strategy
Internal MarketingInternal Marketing
ProgramProgram
Marketing MixMarketing Mix
External MarketingExternal Marketing
ProgramProgram
Marketing MixMarketing Mix
Target Groups WithinTarget Groups Within
the Organizationthe Organization
Target Groups WithinTarget Groups Within
the Organizationthe Organization
Customer Groups orCustomer Groups or
Target MarketsTarget Markets
Customer Groups orCustomer Groups or
Target MarketsTarget Markets

11. Holistic Marketing Concept 4
 Social responsibility Marketing
 Act socially responsibly; consider
 the ethical consequences of one’s actions;
 Focus on satisfying customer needs and
wants while enhancing individual and
societal well-being
 Consider the collective needs of society as well as
customer desires and the organization’s profits. (Bell&
Emory,1971 JM)
 Society..…… #1 (Human welfare)
 Consumers ..#2 (Want satisfaction)
 Company ….#3 (Profits)

12. Green Marketing

13. Green Marketing
 According to the American Marketing
Association, green marketing is the marketing of
products that are presumed to be
environmentally safe.
 It incorporates a broad range of activities,
including product modification, changes to the
production process, packaging changes, as well
as modifying advertising
 Other similar terms used are Environmental
Marketing and Ecological Marketing

14. Green Marketing
 "Green Marketing" refers to holistic marketing
concept wherein the production, marketing
consumption an disposal of products and
services happen in a manner that is less
detrimental to the environment with growing
awareness about the implications of global
warming, non-biodegradable solid waste,
harmful impact of pollutants etc

15. Green Products & Its Characteristics
 The products those are manufactured through
green technology and that cause no
environmental hazards are called green
products
 We can define green products by following
characteristics:
 Products those are recyclable, reusable and
biodegradable
 Products contents under approved chemical
 Products that do not harm or pollute the environment
 Products that will not be tested on animals