Good evening, everyone!

We are the Group 2: Marketing Philosophy and

Strategies, and we are presenting about Marketing Philosophy & Strategies
I am Ariane V. Addatu and I am your first presentor for the night. Lets start
with….
What is Marketing Philosophy?
Marketing philosophy refers to the guiding principles or beliefs that
shape how a business approaches marketing and customer
relationships. It outlines the company’s overall perspective on how
products or services should be marketed, how customers should be
treated, and how the company’s goals connect with market
demands. Different marketing philosophies reflect various
approaches to attaining business objectives and meeting customer
needs.
Marketing philosophy refers to the fundamental principles and beliefs
that guide how a company approaches its marketing strategy and
activities.
It encompasses the company's views on customer needs, market
dynamics, and how it positions itself in the market.
Dr. Philip Kotler defines marketing as “the science and art of
exploring, creating and delivering value to satisfy the needs of
a target market at a profit. Marketing identifies unfulfilled
needs and desires. It defines, measures and quantifies the size
of the identified market and the profit potential.
6 Marketing Philosophy/concepts
1. Production Concept emphasizes efficiency and cost-
effectiveness(matipid sa gastos) in production. The notion(belief)
is that customers will prefer things that are widely available
and affordable. Companies that adhere or stick to this concept
frequently prioritize improving production processes and
distribution efficiency.
o Focus: Efficiency in production and distribution.
o Belief: Consumers favor products that are widely available and
affordable.
o Example: Early automotive companies like Ford used production
orientation to mass-produce affordable cars, believing that
making more cars at lower prices would attract more customers.
o Example: Toyota manufactures its cars in a way that eliminates
waste and achieves peak efficiency. They do this with a system
they call lean manufacturing, also known as the "Just-In-Time"
system. Essentially, Toyota wants its cars to be good quality but
not too expensive
2. Product Concept: means that the companies with a product-oriented
philosophy believe that a high-quality or innovative product will
naturally attract customers. It also focuses on enhancing the product’s
features and performance, assuming that if the product is superior, it
will succeed in the market.
 o Focus: Product quality, features, and innovation.
o Belief: Consumers will prefer products with the highest quality,
performance, or features.
o Example: Apple’s focus on innovation and high-quality design
reflects a product-oriented philosophy, as they prioritize creating
cutting-edge products.
3. Sales/Selling Concept: Is the approach which emphasizes aggressive
sales techniques and promotional efforts to persuade customers to
buy. The belief is that even if a product is not the best fit for a
customer, strong sales tactics can convince them to purchase the
product
o Focus: Aggressive sales techniques to persuade customers.
o Belief: Consumers need to be convinced to buy through
marketing efforts and sales tactics, even if they aren’t naturally
inclined to purchase.
o Example: luxury brands.
4. Marketing Concept: In contrast to the sales philosophy, the
marketing contrast centers on understanding and meeting customer
needs and wants. It involves conducting market research to tailor
products and services to the target audience, aiming to create long-
term customer satisfaction and loyalty.
o Focus: Understanding and meeting customer needs and desires.
o Belief: Success comes from delivering what customers truly
want, making the customer the center of all business decisions.
o Example: Amazon practices market orientation by continuously
analyzing customer data and feedback to improve their services
and tailor offerings.
5. Societal Marketing Concept: This approach expands on the
marketing philosophy by also considering the long-term societal
impact of marketing practices. Companies with this philosophy aim to
balance satisfying customer needs with contributing positively to
society and minimizing environmental impact.
o Focus: Balancing customer satisfaction, company profits, and
societal well-being.
o Belief: Companies should not only meet customer needs but also
contribute positively to society and act in an environmentally and
socially responsible manner.
o Example: TOMS Shoes’ “One for One” model, where they donate
a pair of shoes for every pair sold, reflects a societal marketing
philosophy.
6. Holistic Marketing Concept: is an approach to marketing that
considers the entire business and all its stakeholders, aiming to create
a unified and integrated marketing strategy. It recognizes that a
company’s marketing efforts must be aligned with its overall goals,
 values, and operations, ensuring consistency across all departments
and touchpoints with customers and other stakeholders.
Holistic marketing can be broken down into four main components:
 Relationship Marketing: Focuses on building long-term
relationships with customers, partners, and stakeholders to
encourage loyalty and retention.
 Integrated Marketing: Ensures all marketing activities
(advertising, sales promotions, digital marketing, etc.) are aligned
and deliver a consistent message to create a seamless customer
experience.
 Internal Marketing: Recognizes that employees are an essential
part of the brand and must be motivated, trained, and aligned
with the company’s values and marketing strategy.
 Socially Responsible Marketing: Takes into account the
ethical, environmental, and societal impacts of marketing
activities, ensuring that the company acts in a socially responsible
manner.

In essence, the holistic marketing concept seeks to create value not

just for the company, but also for customers, employees, partners, and
society as a whole, leading to sustainable success.

o Focus: core values of the business by increasing the ability of

brand performance.
o Belief: the business and all its parts should focus towards one
single goal which is a great customer experience.
o Example: Coca-Cola When the no. 1 beverage brand chose
‘happiness’ as their core branding message, they were not simply
trying to find new consumers. Rather, they were creating a
franchise which consumers would associate with happiness.
Instead of simply promoting their brand, they promoted the
concept of happiness and this was a successful strategy for the
brand in the long run. It allowed for the brand to reassure its
existing customers of brand quality and also share a core value
that would draw in new customers.
Conclusion:
Marketing philosophy defines the approach and mindset a company adopts
when promoting its products or services. It affects how the business
engages with customers, develops strategies, and positions itself in the
marketplace. Understanding different marketing philosophies helps
businesses align their marketing efforts with both their goals and the values
of their target audience.
Now lets talk about Standard in Judging….
What is standard in judging from marketing philosophy
In marketing philosophy, the standard for judging revolves around the
criteria a business uses to evaluate the effectiveness of its marketing
approach. These standards reflect the underlying philosophy and help
businesses determine whether their strategies are successful in meeting
both internal and external goals. Different marketing philosophies apply
different standards for judgment, depending on their focus.
involves evaluating how well marketing activities meet predetermined
objectives and contribute to overall business goals. Like the figures
shows, by using these standards, businesses can gauge the
effectiveness of their marketing strategies, make data-driven
decisions, and optimize their efforts to achieve better results.
Marketing Effectiveness Is when marketing activities and strategies
achieve their intended goals and deliver a positive impact on a business. It
also involves assessing how well marketing efforts contribute to key
objectives such as increasing sales, enhancing brand awareness and
improving customer engagements. To effectively gauge marketing
effectiveness, businesses often use a combination metrics and analytics
tools. Regularly measuring and analyzing marketing performance allows
companies to refine their strategies, optimize resource allocation, and
ultimately achieve better results.

Here are some standards for judging marketing effectiveness across

various marketing philosophies:
1. Production Orientation:
 Standard: Efficiency and Cost Control
o How well is the company producing and distributing its products
at the lowest cost?
o Is the company maximizing production capacity and reducing
waste?
 Example: A company might judge its success by how many units it
can produce within a certain time frame and whether it can lower costs
to increase profit margins.
2. Product Orientation:
 Standard: Product Quality and Innovation
o Is the company creating the highest-quality product in the
market?
o How innovative and feature-rich is the product compared to
competitors?
 Example: Apple may judge its success based on product design,
innovation, and the premium perception customers have of their
products.
3. Sales Orientation:
 Standard: Sales Volume and Persuasion
 o How effective are the company’s sales techniques in converting
leads into customers?
o Is the company meeting or exceeding its sales targets through
aggressive promotion and selling?
 Example: A telemarketing firm may measure its success by how many
customers it can convince to purchase a product through direct sales
campaigns.
4. Market Orientation:
 Standard: Customer Satisfaction and Market Demand
o How well is the company meeting customer needs and
expectations?
o Are customers satisfied, and is the company gaining loyalty and
repeat business?
o Is the company responding to market trends and consumer
preferences?
 Example: Amazon's success might be judged by customer satisfaction
ratings, the speed of delivery, and customer retention rates.
5. Societal Marketing Orientation:
 Standard: Ethical Impact and Social Responsibility
o Is the company balancing profitability with positive societal
impact?
o Are the company’s marketing practices contributing to the well-
being of society and the environment?
o Is the company transparent, responsible, and ethical in its
marketing?
 Example: A company like Patagonia may evaluate its marketing
success by how sustainable its supply chain is, or how well its products
align with environmental values.
Universal Standards for Judging Marketing Success:
Regardless of the specific marketing philosophy, certain universal
standards apply across the board:
1. Profitability: Is the company generating sustainable profits through
its marketing efforts?
2. Market Share: Has the company grown its market presence relative
to competitors?
3. Brand Loyalty: Are customers becoming more loyal, resulting in
repeat purchases?
4. Customer Engagement: Is the company fostering a strong
relationship with its customers, leading to high engagement rates?
5. Competitive Positioning: How well is the company positioned
relative to competitors in terms of value, perception, and innovation?
Conclusion:
The standard in judging from a marketing philosophy is largely determined
by the focus of that philosophy, whether it’s production efficiency, product
excellence, sales volume, customer satisfaction, or societal responsibility. A
company’s marketing philosophy shapes what it values and, therefore, what
it uses as a benchmark for success. Each philosophy has distinct criteria
that guide how businesses assess their marketing effectiveness and make
strategic decisions.