Orientation of firms
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The document outlines different concepts in marketing orientation over time: 1. The production concept focused on efficiency and supply without considering customer needs. 2. The product concept emphasized product quality but neglected understanding customer wants. 3. The selling concept used promotional techniques to push products without customer input. 4. The marketing concept placed customers at the center of all planning and activities to achieve objectives. 5. The societal concept gave equal weight to customers, company profits, and social welfare when framing policies. 6. The relationship marketing concept builds long-term trusting relationships with customers and partners through ongoing innovation and relationship management.
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Similar to Orientation of firms
Unit I Intro.pptx
Here are some ways the attitude that "meal preparation should take as little time as possible" could affect the sales of frozen foods:
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This document discusses various marketing concepts, including traditional and modern concepts. The traditional concepts focused on product and selling, with the goal of profit maximization. The modern marketing concept, which is considered the dominant philosophy today, focuses on understanding customer needs and wants in order to satisfy customers. It has dual goals of customer satisfaction and profitability. Key features include identifying customer needs, producing goods to meet those needs, minimizing costs, focusing all activities on satisfying customers, and taking an integrated approach to coordinating marketing functions.
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This document provides an overview of key topics in consumer behavior, including:
1. It defines consumer behavior as how individuals search for, purchase, use, and dispose of goods and services.
2. Emerging challenges to marketing like technological changes and shifting consumer preferences are discussed.
3. A simplified model of consumer decision making is presented, involving inputs, a decision process, and outputs.
4. The evolution of marketing concepts from production to relationship marketing is outlined, emphasizing a shift to customer-centric approaches.
Marketing Management - BBA II Year.ppt
The document discusses Dove's marketing director Stacie Bright having a moral problem with how Dove marketed its soap using models that promoted unrealistic beauty standards. In 2006, Bright realized this was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the girls did not feel beautiful. Bright showed this to executives, who approved completely overhauling Dove's marketing strategy to focus on realistic beauty standards. This increased Dove's profits from £1 billion to £2 billion by turning soap selling into a moral campaign.
marketing
This document discusses various marketing concepts, including traditional and modern concepts. It defines marketing concepts as philosophies that guide a firm's goals through identifying and satisfying customer needs. Traditional concepts focused on product and sales, while modern concepts emphasize understanding customer wants to satisfy them. The marketing concept is described as the modern philosophy where all company activities aim to satisfy customers. Other modern concepts include social responsibility and holistic marketing. The document compares traditional and modern concepts, noting modern concepts take a broader, long-term approach oriented around customer needs rather than just products or profits.
Marketing Concept.pptx
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Marketing Management.ppt
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
INTRODUCTION OF MARKETING
This document provides an overview of key marketing concepts and frameworks. It discusses the evolution of marketing orientations from production to societal marketing concepts. The marketing process is defined as understanding customer needs, designing a strategy, constructing a program, building relationships, and capturing value. Key concepts covered include the marketing mix, customer relationship management, perceived value, customer satisfaction, loyalty, and lifetime value. The document also outlines challenges in today's digital landscape of globalization and ethics.
Chapter 1.pptx
1. The document discusses key concepts in marketing such as defining marketing as satisfying customer needs profitably and identifying customer needs to help achieve company objectives.
2. It provides definitions of marketing from the American Marketing Association and other sources, emphasizing creating value for customers and building strong customer relationships.
3. The marketing concept and marketing management are introduced, with the marketing concept focusing on identifying customer needs and satisfying them to achieve company goals.
Chapter 1. marketing
Marketing involves satisfying consumer needs and wants through an exchange process. It is consumer-oriented and focuses on identifying consumer needs before satisfying them. The main goal of marketing is balancing consumer satisfaction, social welfare, and profit, rather than just profit maximization. It is a process that coordinates with other business functions to achieve organizational objectives and considers the target market.
NATURE AND SCOPE OF MARKETING
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
5.1. EMERGING CONCEPTS IN MARKETING.pdf
This document discusses several emerging concepts in marketing, including personalization, experiential marketing, influencer marketing, purpose-driven marketing, omnichannel marketing, and voice search optimization. It also covers vertical and horizontal marketing approaches, strategies for marketing to rural areas, key aspects of consumerism, strategies used in industrial marketing, and important considerations for global marketing.
L1 Intro.ppt
This document provides an introduction to marketing. It defines marketing as identifying and satisfying consumer needs profitably. It discusses that marketing involves a variety of activities including determining segmentation, targeting, and utilizing the four P's (product, price, place, promotion). The key goal of marketing is customer satisfaction in order to help businesses meet their objectives and survive within a dynamic competitive environment. Regular review and adaptation of marketing strategy is important to changes in customer needs and the business landscape.
Consumer Behavior
Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. There are two types of consumers - personal consumers who buy for individual use, and organizational consumers who buy for business use. Marketers have shifted their focus over time from the production concept of making what they can to the marketing concept of determining customer needs. The marketing mix of product, price, place, and promotion aims to create value and satisfaction for customers. Marketers also use digital technologies, customer research, segmentation, targeting, positioning, and relationships to better understand and serve consumers.
Marketing
This document discusses marketing concepts and the marketing process. It defines marketing as managing profitable customer relationships by attracting new customers and retaining existing customers. The marketing process involves understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, and building relationships to capture value. It outlines five steps - understand the marketplace, design a strategy, construct a program, build relationships, and capture value. It also discusses key marketing concepts like customer value, exchanges, markets, and different orientations like production, product, selling, and marketing concepts.
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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Modern marketing
The document summarizes the development of the modern marketing concept from the 1940s onwards. It describes how early marketers focused on product orientation or selling orientation after World War 2, but in the 1950s the marketing concept emerged, focusing on determining customer needs and wants. Major marketing writers like Kotler and Levitt promoted this concept. More recently, the focus has shifted to customer value, satisfaction, and retention through a relationship approach. The document was created by Dr. Brian Monger of the Marketing Association of Australia and New Zealand.
Societal marketing concept
Marketing involves more than just advertising and sales - it includes analysing trends, determining markets, researching consumer behavior, and designing integrated marketing mixes. Societal marketing holds that companies should consider consumers' wants, their own needs, and society's long-term interests when making marketing decisions. It emphasizes social responsibilities and suggests companies develop strategies to provide more value to customers and improve customer and societal well-being over competitors. Societal marketing aims to create a favorable company image and increase sales while being ethical and addressing social needs.
Marketing management refers to the control and operations of various marketin...
Marketing management refers to the control and operations of various marketing activities and the people involved in those activities
Similar to Orientation of firms (20)
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Difference between selling concept and marketing concept
Difference between selling concept and marketing concept
Marketing management refers to the control and operations of various marketin...
Marketing management refers to the control and operations of various marketin...
More from Vaibhavi Dalvi
Channel of distribution
This document discusses distribution channels, which provide a way for manufacturers to get products to customers through intermediaries. An effective distribution channel creates a formalized program to sell and service products through a comprehensive network. It is part of a company's business policy and aims to build relationships while ensuring products have wide exposure and customers' needs are satisfied by making products reliably available through a safe and efficient channel.
Channel of distribution
This document discusses distribution channels, which provide a way for manufacturers to get products to customers through intermediaries. An effective distribution channel creates a formalized program to sell and service products through a comprehensive network. It is part of a company's business policy and aims to build relationships while ensuring products have wide exposure and customers' needs are satisfied by making products reliably available through a safe and efficient channel.
Fybaf social audit & carbon credit
The document discusses how the Delhi Metro Rail Corporation in India earned carbon credits by implementing energy efficient technologies on its metro trains. The metro trains used regenerative braking to generate up to 30% energy savings. This allowed Delhi Metro to claim over 20 million rupees worth of Certified Emission Reductions, also known as carbon credits, under the Clean Development Mechanism of the United Nations. The money earned from selling these carbon credits offsets the investment and operational costs of Delhi Metro's network expansion and climate change efforts.
Growth strategies
International Environment
Strategies to go global
This document discusses various internal and external strategies that companies can use to expand their business globally. Internal strategies include intensification through market penetration, market development, and product development. External strategies involve diversification such as horizontal, conglomerate, and vertical diversification. The document also discusses external growth strategies like foreign collaboration, mergers and acquisitions. Multinational corporations and transnational corporations are defined and their features and methods of global expansion are explained.
Growth strategies
International Environment
Strategies to go global
The document discusses various strategies for companies to expand their business globally, including internal and external growth strategies. Internal strategies include intensification through market penetration, market development, and product development. External strategies include diversification, mergers and acquisitions, collaboration, and establishing multinational/transnational corporations through foreign direct investment in multiple countries. MNCs/TNCs help integrate the world economy but can also negatively impact local industries and communities.
Sustainable development
Sustainable development aims to meet human needs while preserving the environment for current and future generations. It involves integrating environmental concerns into business practices, conceptualizing development from a sustainability perspective, and ensuring equity. The key elements of sustainable development are environmental integration, proper perspective, and equity. Achieving sustainability requires considering social, economic, and environmental dimensions.
Brand strategy
Branding provides benefits to both businesses and customers. For businesses, strong brands can provide marketplace power and financial returns as leading brands tend to sell better. For customers, brands make it easy to identify product benefits and differentiate among competitive options. Effective branding can lead to three key outcomes: 1) establishing a clear brand position that emphasizes differences from competitors, 2) developing brand equity which enhances the product's value beyond its functional benefits, and 3) fostering brand loyalty that leads to repeated purchases over time. There are four main branding policies that companies use: individual branding of single products, brand extensions that leverage an existing brand name for new products in the same category, family brands that use one name across multiple unrelated categories, and co-
What is business environment
The document defines and describes business environment. It can be summarized as:
Business environment refers to internal and external factors that influence a business's operations. The internal environment includes factors within a business's control, while the external environment includes uncontrollable social, political, economic, technological, legal, and environmental factors. A business must understand its environment to make rational decisions and adapt to opportunities and threats.
The document then classifies business activities as primary (extracting raw materials), secondary (manufacturing), or tertiary (services). It also outlines the key components of a business's micro environment (suppliers, customers, competitors etc.) and macro environment (economic, political, social/cultural, technological factors
Social audit
This document provides an overview of social audits, including:
- Social audits measure an organization's social and ethical performance by evaluating areas like community service, employee welfare, and environmental impact.
- They help close gaps between goals and reality by incorporating stakeholder voices, especially marginalized groups.
- Social audits are conducted regularly to systematically evaluate social performance and guide improvements in areas like local governance transparency and accountability.
What is business
This document provides an introduction to business environment. It defines business environment as all external factors that influence business operations and discusses its key characteristics. The document also outlines the importance of studying business environment, which includes helping businesses recognize opportunities and threats, ensure optimal resource use, and adapt to changing dynamics in order to achieve stability, growth and survival. Finally, the document briefly mentions different classifications of business environment.
Corporate+governance[1]
Corporate governance is a system that directs and controls management with accountability and integrity to serve shareholders and stakeholders. It encompasses policies, processes, and people. Sound corporate governance relies on external market forces and legislation as well as strong internal policies and board culture. Principles of corporate governance include transparency, board oversight, integrity, and protection of shareholder rights. Institutional investors believe good governance leads to higher returns and better access to financing. Surveys show investors place a premium on well-governed companies.
Educational environment &_biz
The document discusses the historical background of education in India, from ancient systems like Gurukul to the current structure. It outlines the key stages of education in India and the roles of organizations like UGC. Literacy rates have increased but there is still work to be done to achieve 100% literacy. Education is closely tied to business, providing skilled labor and specialists. It impacts business positively by enabling flexibility, innovation, and technology adoption. Business also impacts education by creating more specialized roles and an entrepreneurial culture. Measures are needed to improve standards and keep education relevant to industry needs.
Buisness objectives
Business objectives provide clear direction and goals for an organization. They indicate where the business wants to move in the future. Objectives are broad statements of values that a company aims to achieve over time. Objectives must be specific, measurable, challenging and relate to a specific timeframe. They are important for justifying a business's existence, facilitating planning, defining relationships, motivating achievement, and ensuring uniform operations and appropriate decision making. Objectives are categorized as organic, economic, social, human, and national and consider environmental factors, enterprise resources, individual roles, values, and past objectives.
Marketing plan- NET DOWNLORD
The document provides guidance on how to write an effective marketing plan in 3 stages:
1) Research and planning to understand customers and opportunities.
2) Developing objectives and strategies to exploit opportunities identified in stage 1.
3) Determining actions, measurements, and controls to implement strategies and track success.
The plan should be a written document that provides direction and is referred to throughout the year.
Industrial buying
The document discusses industrial buying behavior and processes. It begins by explaining how industrial buying differs from consumer buying in that it involves the purchase of machinery, materials, and services for organizational use rather than direct consumption. Industrial buying is a complex process that typically involves multiple participants in the buying center, including initiators, users, influencers, and gatekeepers. There are three main types of industrial buying situations: straight rebuy, modified rebuy, and new tasks. The buying process generally involves recognizing needs, specifying requirements, searching for suppliers, analyzing proposals, selecting suppliers, and post-purchase evaluation. Decision making power is shared among a decision-making unit (DMU) comprising various roles within the organization. Key factors that influence
Product management & PLC
The document discusses key concepts related to product management including definitions of a product, components of a product, product mix, product life cycle, and new product development. It defines a product as a bundle of benefits that satisfies customer needs and discusses the core benefit, actual product, augmented product, and future product. It also outlines the stages of the product life cycle as introduction, growth, maturity, decline, and withdrawal. Finally, it lists the steps in new product development as generating ideas, screening, testing, development, market testing, and commercialization.
Consumer behavior
Consumer behaviour is the study of how consumers make decisions to spend their available resources (time, money, effort) on consumption-related items. It examines how emotions, attitudes and preferences affect buying behavior. Understanding consumer behaviour is important for marketers to design effective strategies. The document discusses the consumer decision process, factors that influence consumer behaviour like culture and marketing activities, and how segmentation and targeting are used to develop marketing strategies tailored for specific consumer groups.
Factors affecting consumer behavior
This document outlines the key factors that influence consumer behavior: social factors including reference groups, family, and social roles; cultural factors such as culture, subculture, and social values; economic factors like income, family size, savings, and credit availability; and personal factors such as age, life stage, occupation, personality, and self-concept. It also notes that psychological factors such as motivation, perception, learning, and attitudes play a role in shaping consumer decisions.
Market segmentation positioning
The document discusses the process of segmentation, targeting, and positioning (STP) in marketing. It defines market segmentation as dividing a large market into smaller subgroups with similar needs and characteristics. The key steps are:
1. Segmentation - Dividing the market into homogeneous subgroups.
2. Targeting - Developing specific marketing strategies targeted at each segment.
3. Positioning - Creating a brand image and perception within the minds of consumers in the targeted segments.
The goal of STP is to design tailored marketing mixes that precisely meet the needs of customers in targeted market segments.
Brand mgmt ppt- FROM BAJAJ COACHING CLASS ROKTAK
This document discusses branding concepts including what a brand is, brand equity, and key branding decisions. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the positive effect of a known brand on customer response. Key branding decisions include whether to brand, what the brand name should be (individual, family, or combined with product), brand strategy (line extensions, brand extensions, multiple brands, or co-brands), and potential repositioning over time. The document uses examples like Mercedes, Himalaya, Bajaj, and others to illustrate branding concepts.
More from Vaibhavi Dalvi (20)
Orientation of firms
- 1. Orientation of firms 1. Production concept: • Treats large scale production as base for marketing • Max importance to production • Focus one improving production efficiency, reduce cost, larger supply • One sided concept as production without considering needs& expectation • Idea –purchase bcoz its easily available 2. Product concept : • Focus on quality and performance • Stress on product excellence • Idea-large scale marketing possible by providing quality product • Ignores study of consumers expectation & need, likes & dislikes • Attention to product innovation but neglects needs of target 3. Selling concept: • Believes product cannot be marketed unless consumers support product • Push product through sales promotion techniques includes massive advertising, personal selling, discounts, gifts, attractive packaging. • Sales orientation to marketing • Co.s having mass production capacity or facing tuff competition use sales concept
- 2. • Only focus on sales – pushing product in market 4. Marketing concept: • Came into existence in 1950 • Consumer at the beginning & at the end of marketing process • Concentrates on service over profits n customer over production • Based on three factors: • All planning & operation rotate around customer • Marketing activities must be combined under one executive • Customer oriented approach must to achieve overall objectives 5. Societal Concept: • In 1980’s marketing concept was replaced by a progressive concept ie societal concept • Supporting philosophy social orientation • While framing policy marketer must give equal weightage to parties a) Consumers (their satisfactions) b)Company (profitability ) c) society (Social welfare) • Policies should be adjusted as per social needs, social change and social expectation • Social obligations must be honored by the marketers
- 3. 6. Relationship marketing Concept: • Began during 1990’s • Building long term relationship with end customer • Basic purpose of business is on create customers & retain them • Relationship marketing is the process of creating, maintaining and enhancing strong long-term trusting relationship with customers, distributors, dealers and supplier • Believes in ongoing process • Need of constant innovation to reduce gap between producers & consumers • Improve relationships through handling objections effectively , reliable after sale services, Smoother communication medium, Consumer education, Sales promotion • Maintaining health relation with providers ie suppliers dealer through regular payments, credit facility, incentives, gifts etc.