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UNIT 1 Marketing Orientation

The document outlines the evolution of different marketing concepts over time from a production orientation to a holistic marketing orientation. It discusses the production, product, and selling concepts which focus on efficient production, product quality, and aggressive selling, respectively. It then summarizes the marketing concept which emphasizes determining and satisfying customer needs. Finally, it describes the holistic marketing concept which acknowledges that all aspects of marketing like relationship building, integrated marketing, internal marketing, and social responsibility influence business outcomes.

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290 views

UNIT 1 Marketing Orientation

The document outlines the evolution of different marketing concepts over time from a production orientation to a holistic marketing orientation. It discusses the production, product, and selling concepts which focus on efficient production, product quality, and aggressive selling, respectively. It then summarizes the marketing concept which emphasizes determining and satisfying customer needs. Finally, it describes the holistic marketing concept which acknowledges that all aspects of marketing like relationship building, integrated marketing, internal marketing, and social responsibility influence business outcomes.

Uploaded by

REHANRAJ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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EVOLUTION

OF
MARKETING

Dr. Piali Haldar


Productio • Emphasis On
Orientation
n
Concept
Producing
Goods
Towards The
• Producing
Market Place
Product
Concept Quality Goods

• Aggressive
Selling Selling &
Concept Promotion

Marketing • Right products


Concept for Customers

Holistic • Do
Marketing everything
Concept possible
Production Concept

Oldest Concept

Believed That Consumers Prefer Available Goods

Focus Is On Efficient Production And Mass Distribution

This Orientation Makes Sense In Developing Countries

Efforts On Reducing Costs To Provide Inexpensive Goods


The Production Concept

 Consumers will prefer products that are


widely available and inexpensive.
 Focus: achieving high production
efficiency, low costs, and mass
distribution.
 It is useful when (1) the demand for a
product exceeds the supply; (2) the
product’s cost is too high.
Product Concept

Focus Is On Making Superior Goods

Believed That Consumers Prefer Goods With Best Quality


& Innovative Features

Importance Is Given To Improvising The Product

Less Focus On Consumers Need

Goods Sell Themselves


The Product Concept

 Consumers will favor those products that


offer the most quality, performance, or
innovative features.
 Focus: making superior products and
improving them over time.
Selling Concept

Aggressive Selling And Promotion Effort

Sell More Stuff To More People And More Often

Used With Goods Which Buyers Usually Don’t Think Of


Buying (Unsought Goods) Such As Insurance

Sell What Is Made Not What Market Wants

Carries High Risk As Can Result Into Negative Word Of


Mouth
The Selling Concept

 Consumers and businesses, if left alone,


will ordinarily not buy enough of
organization’s products.
 Focus: undertake an aggressive selling
and promotion effort.
Marketing Concept

Emerged In Mid 1950s

Find Right Product For The Customers

Focus Is On Creating, Communicating And Delivering


Superior Customer Value

Build Profit Through Customer Satisfaction And Loyalty

Begins With Well Defined Market And Ends With Long Term
Relationship
The Marketing Concept
 The key to achieving its organizational
goals consists of the company being
more effective than competitors in
creating, delivering, and
communicating superior customer
value to its chosen target markets.
 Slogans: We do it all for you (Toyota).
 Four pillars: target market, customer
needs, integrated marketing and
profitability.
Holistic Marketing Concept

Acknowledges That Everything Matters In Marketing

Relationship
Marketing

Social
Integrated
Responsibility Components
Marketing
Marketing

Internal
marketing
Relationship
Marketing
Build Mutually Satisfying Long Term
Relationship

Key Parties Being Customers, Suppliers,


Distributors And Marketing Partners

Focus Is On Developing A Market


Network Of Customers, Employees,
Suppliers, Retailers, Ad Agencies, Etc.

Objective Is To Built Mutually Profitable


Business Relationship Which Will Make
Profits To Follow
Integrated
Marketing
Marketing Activities Are
Employed To Communicate &
Deliver Value In A Co-ordinated
Manner

Use of Marketing Mix – The 4 Ps

Influence Trade Channels As Well


Final Consumers Using Offering Mix
and Communication Mix

Offering Mix – Product, Price and


Services

Communication Mix – Advertising,


Sales Promotion, PR, Events &
Experiences, Direct Marketing and
Personal Selling
Internal Marketing
Ensuring that everyone in the
organisation embraces appropriate
marketing principles

Task of hiring, training and


motivating employees who want to
serve customers well

No sense in promising excellent


services unless the employees are
ready for it
Works at two levels – Marketing
Research and Marketing functions
like advertising, customer service,
and product management
Marketing functions must be co-
ordinated from the point of view of
the customer
Social Responsibility
Marketing

Focus is on enhancing social welfare

Marketers consider the role that they are


playing and could play in terms of social
welfare

Understanding broader concepts and ethical,


environmental, legal and social context of
marketing activities
The Societal Marketing Concept

The organization’s task is to determine


the needs, wants, and interests of
target markets and to deliver the
desired satisfactions more effectively
and efficiently than competitors in a
way that preserves or enhances the
consumer’s and society’s well-being.
Marketing v/s Selling Concept

Begins At Focus Means Profit

Marketing Concept

Target Customer Co-ordinated Customer


Market Needs Marketing Satisfaction

Selling Concept

Factory Products Means Profit


Thank You…!

That’s It For Today


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