Marketing Management Orientations ch 1.pptx

Principles of marketing chapter one

1. Marketing Management Orientations

2. Marketing Management Orientations Marketing management wants to design strategies that will built profitable relationship with target consumers . There are five alternative concepts under which organizations design and carry out their marketing strategies. Name of these concepts are given below. Production concept Product concept Selling concept Marketing concept Societal marketing concept

3. Marketing Management Orientations (Continue) Production Concept The idea that consumer will favor products that are available and highly affordable and organization focus on improving production ( پیداوار ) and distribution ( تقسیم ) efficiency. This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. For example standard raw materials and components, CD , LCD.

4. Marketing Management Orientations (Continue) Product Concept The idea that consumer will favor products that offer the most quality, performance and features and company focus continuous improvement. For example mobile phones (Apple and Samsung) and Laptops (Apple and HP) etc. Selling Concept The idea that consumer will not buy enough of the firm products unless it undertake large scale selling and promotion efforts. For example insurance policies and funerals plots.

5. Marketing Management Orientations (Continue) Marketing Concept The marketing philosophy that achieving organization goals depend on knowing need and wants of target market and satisfying them better than competitors. For example Dell. Societal Marketing Concept The idea that a company marketing decision should consider consumers wants, the company requirements, consumers long run interest and society long run interest. For example Adidas is one of the top leading sportswear companies in the world. Adidas is committed to manufacture its products that could be reused over and over again.