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Orientation of firms
1. Production concept:
• Treats large scale production as base for marketing
• Max importance to prod...
• Only focus on sales – pushing product in market
4. Marketing concept:
• Came into existence in 1950
• Consumer at the be...
6. Relationship marketing Concept:
• Began during 1990’s
• Building long term relationship with end customer
• Basic purpo...
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Orientation of firms

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Orientation of firms

  1. 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. 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. 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.

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