Marketing Orientations

Company Orientations
Production
Product
Selling
Marketing
Designing a Customer-Driven Marketing Strategy

Marketing Management Orientations
Production concept
Product concept
Selling concept
Marketing concept
Societal concept

Production concept is the idea that consumers will favor products that are available or highly affordable
PRODUCTION CONCEPT
Inward looking orientation Management becomes cost focused Objective is cost reduction Business mission is focused on current production capabilities Manufacture products and aggressively sell them to customers

Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
PRODUCT CONCEPT
Companies become centered on constantly improving the product Myopic focus on the product No attention on the other ways in which customers can fulfill their needs MARKETING MYOPIA Customer does not buy a product, he buys an offering that fulfills his needs
Marketing Myopia
Marketing myopia occurs when a marketer is excessively preoccupied with product development, manufacturing or selling and ignores customer needs, wants, and interests. Theodore Levitt mentioned that industries fail not because markets are saturated but because of the failure and shortsightedness of the management. Ways to overcome marketing myopia Be customer led, not product oriented Managers need to be proactive and visionary Market orientation should permeate throughout the organization

Selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort
SELLING CONCEPT
Product or service is not designed and made according to customers requirements Customer has to be persuaded to believe that the product or the service meets his requirements Customer dissatisfied and bad-mouths company
Aggressive persuasion and heavy promotional expenditure
Sell what is made
SELLING CONCEPT

Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do
Every employee is a marketer

Marketing should champion cause of customer
Customer needs central to company Customer satisfaction companys ultimate goal
Meet customer needs better than competition
MARKETING CONCEPT
Communicate customer needs to other departments
Marketing Concept
Marketing concept aims at matching the companys offering with customer needs, to achieve the desired level of customer satisfaction and generate profits for the company. Features of marketing concept Customer orientation -
Continuous change or modification in existing products or develop new products to satisfy accordingly.
Long term Profitability Detailed analysis of market by using market research, product development, promotion and related areas. CLV Functional Integration Proper coordination between the marketing department and other departments. Societal Marketing Concept Try to maintain equilibrium among organizations profit making objectives, customer satisfaction, and societys interest.

Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consumers long-term interests, and societys long-run interests
Company Orientations Towards the Marketplace

Production Concept Product Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors
Selling Concept
Marketing Concept
Holistic Marketing Dimensions
The Four Ps
Preparing an Integrated Marketing Plan and Program

The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.
Internal Marketing
Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
Performance Marketing
Financial Accountability Social Responsibility Marketing
Social Initiatives Corporate social marketing Cause marketing Corporate philanthropy Corporate community involvement Socially responsible business practices
Marketing Management Tasks

Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth
New Consumer Capabilities

A substantial increase in buying power A greater variety of available goods and services A great amount of information about practically anything Greater ease in interacting and placing and receiving orders An ability to compare notes on products and services An amplified voice to influence public opinion

Marketing Orientations

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Marketing Orientations

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Company Orientations

Designing a Customer-Driven Marketing Strategy

Designing a Customer-Driven Marketing Strategy

Designing a Customer-Driven Marketing Strategy

Designing a Customer-Driven Marketing Strategy

Aggressive persuasion and heavy promotional expenditure

Sell what is made

Designing a Customer-Driven Marketing Strategy

Every employee is a marketer

Customer needs central to company Customer satisfaction companys ultimate goal

Meet customer needs better than competition

Communicate customer needs to other departments

Designing a Customer-Driven Marketing Strategy

Company Orientations Towards the Marketplace

Holistic Marketing Dimensions

Preparing an Integrated Marketing Plan and Program

Marketing Management Tasks

New Consumer Capabilities

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