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Marketing Management Orientations

The document discusses different marketing management orientations: The production concept focuses on efficient production and distribution to make products available and affordable to consumers. The product concept emphasizes product improvements and innovative features to satisfy consumers. The selling concept promotes products aggressively through sales and promotion rather than building long-term customer relationships. The marketing concept takes a customer-first approach by understanding customer needs and wants better than competitors to achieve organizational goals. The societal marketing concept considers possible conflicts between short-term consumer wants and long-term welfare, aiming to deliver value to customers while maintaining or improving consumer and societal well-being.

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1K views

Marketing Management Orientations

The document discusses different marketing management orientations: The production concept focuses on efficient production and distribution to make products available and affordable to consumers. The product concept emphasizes product improvements and innovative features to satisfy consumers. The selling concept promotes products aggressively through sales and promotion rather than building long-term customer relationships. The marketing concept takes a customer-first approach by understanding customer needs and wants better than competitors to achieve organizational goals. The societal marketing concept considers possible conflicts between short-term consumer wants and long-term welfare, aiming to deliver value to customers while maintaining or improving consumer and societal well-being.

Uploaded by

اسامہ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Management Orientations

Production Concept
The idea of production concept – “Consumers will favor products that are
available and highly affordable”. This concept is one of the oldest Marketing
management orientations that guide sellers.
Most times; the production concept can lead to marketing myopia.
Management focuses on improving production and distribution efficiency.
Although;
in some situations; the production concept is still a useful philosophy.

Product Concept
The product concept holds that the consumers will favor products that offer
the most in quality, performance and innovative features.
Here; under this concept,
Marketing strategies are focused on making continuous product
improvements.
For example;
Suppose a company makes the best quality Floppy disk. But a customer does
really need a floppy disk?

Selling Concept
The selling concept holds the idea- “consumers will not buy enough of the
firm’s products unless it undertakes a large-scale selling and promotion effort”.
Here the management focuses on creating sales transactions rather than on
building long-term, profitable customer relationships.
In other words;
The aim is to sell what the company makes rather than making what the
market wants. Such aggressive selling program carries very high risks.

Marketing Concept
The marketing concept holds- “achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do”.
Here marketing management takes a “customer first” approach.
Under the marketing concept, customer focus and value are the routes to
achieve sales and profits.
The marketing concept and the selling concepts are two extreme concepts
and totally different from each other.

Societal Marketing Concept


Societal marketing concept questions whether the pure marketing concept
overlooks possible conflicts between consumer short-run wants and consumer
long-run welfare.
The societal marketing concept holds “marketing strategy should deliver value
to customers in a way that maintains or improves both the consumer’s and
society’s well-being”.

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