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The Marketing Concept What It Is And What It Is Not Pdf

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The study of the history of marketing , as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. Marketers tend to distinguish between the history of marketing practice and the history of marketing thought:. Although the history of marketing thought and the history of marketing practice are distinct fields of study, they intersect at different junctures. At the same time, marketing academics often develop new research methods or theories that are subsequently adopted by practitioners. Thus developments in marketing theory inform marketing practice and vice versa.

5 Marketing Concepts: Marketing Management Philosophies

There are 5 marketing concepts that organizations adopt and execute. These are; 1 production concept, 2 product concept, 3 selling concept, 4 marketing concept, and 5 societal marketing concept. Marketing is a department of management that tries to design strategies that will build profitable relationships with target consumers.

There are five alternative concepts under which organizations design and carry out their marketing strategies to answer these. Companies adopting this orientation run a major risk of focusing too narrowly on their operations and losing sight of the real objective. 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. If a firm decides to operate based on this concept, it will try to minimize production costs by making the production process efficient.

Moreover, for its products to be favored by the consumers, it will try to make its distribution as extensive as possible. Reduction in production costs helps the firm to reduce, helping the market size to increase.

A company can thus try to create a dominant position in the market where it operates. The application of this concept is also seen in service firms such as hospitals. You see, in Amazon or retail stores, the market is flooded with cheap products from china. Everything from the cheap plastic product from China is on your cart now.

The best example of the production concept is Vivo, the Chinese smartphone brand. Their phones are available in almost every corner of the Asian market. You can walk into any phone shop in Asia and can walk out with the latest and greatest smartphone from Vivo. The product concept holds that consumers will favor products that offer the most quality, performance, and innovative features.

Marketing strategies are focused on making continuous product improvements. Product quality and improvement are important parts of marketing strategies, sometimes the only part. During the first three decades of the twentieth century, more and more industries were adopting mass production techniques.

The supply of manufactured goods was exceeding demand by the early s. Manufacturers were facing excess production capacity and competition for customers. They started realizing that buyers will favor well-made products and are willing to pay more for product extras, and the product concept started taking place in the minds of many producers. The product concept assumes that consumers will favor those products that are superior in quality, performance, innovative features, designs, and so on.

This marketing concept is thought to have been simple: he who offered a standard product at the lowest price was going to win. A firm pursuing this philosophy tries to improve its products in terms of quality, performance, and any other perceptible feature. Advocates of this concept are of the opinion that consumers favor well- made products, products that are superior to the competing products in the above-mentioned aspects.

Many of the product-oriented firms often design their products taking little or no suggestions from their target customers. They are of the firm belief that product design or improvement aspects are better understood by their engineers or designers than the customers.

Here engineers first design and develop the product, the manufacturing makes it, the finance department prices it, finally, marketing and sales try to sell it.

Many marketers still hold this concept, and this concept so influences some that they even forget that the market is going in another direction. Marketing has very little room in this concept. The main emphasis here is on the product. Therefore, it is understood that in the product concept, the management fails to identify what business it is in, which leads to the marketing myopia — i.

For example, suppose a company makes the best quality Floppy disk. But a customer does need a floppy disk? She or he needs something that can be used to store the data. When you think of high-quality products, Apple will be one of the top ones. Their products are so good that they set industry trends and standards. Logitech makes very high-quality computer products such as keyboard, mouse, and webcams.

These high-quality products are priced higher, but people still buy, and they get almost free advertisement from independent reviews. 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 an aggressive selling program carries very high risks.

This is usually a very poor and costly assumption. Typically the selling concept is practiced with unsought goods. Unsought goods are that buyers do not normally think of buying, such as insurance or blood donations. The selling concept also developed at the same time, and the product concept developed and still predominant in many industries.

The great depression in America proved that producing enough goods or quality goods is no more a problem. The problem is to sell those products. Producing quality products does not necessarily guarantee its sale. During this period, the vital role of selling, advertising, and other marketing functions was organized truly, and the selling concept came into existence.

Aggressive selling and promotion activities can guarantee sales. According to him, consumers typically show buying inertia and sometimes resistant to buying and have to be influenced by different means so that they are agreed to buy. As Kotler says, the selling concept is practiced most aggressively with unsought goods, those goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. This concept is mostly used in the case of overcapacity, where a firm wants to sell what it makes.

It starts with the point of production, which focuses on products, and its aim is to earn profit through increased sales volume, and the means used are selling and promoting. Marketing, in its true sense, still does not get a strategic position in this concept.

Marketing, here, indeed based on hard selling. In moving goods from producers to consumers, the function of personal selling is to push, and advertising plays a pull function. These two strategies are used together and backed by marketing research, product development, improvement, pricing, dealer organization, cooperation, and the physical distribution of goods themselves.

To be effective, selling must be preceded by several marketing activities such as needs assessment, marketing research, product development, pricing, and distribution. If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these products will sell very easily. Marketing based on hard-selling carries high risks since a consumer is not happy with the product will bad-mouth it to eleven acquaintances, and it will multiply to the same rate by those; bad news travels fast.

One interesting point to mention here is that emphasis is given on marketing research, not on market research. Besides its application in the tangible goods business, the selling concept is also practiced in nonprofit areas, such as fund-raisers, college admissions offices, and political parties. The Selling Concept is in play. Almost all companies eventually fall into this concept. If people like Mountain Dew or not, that is debatable, but you can see that PepsiCo is pushing it hard using ads.

Almost all soft drinks and soda drinks follow the selling concept. These drinks have no health benefits actually harm your health more ; you can easily replace them with water the most available substances on the earth.

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 different from each other. When companies started achieving the capability to produce in excess of existing demand, executives started realizing the need to reappraise marketing in business operations. They also started recognizing the significant changes in the market, in the field of technology, and how to reach and communicate with markets.

The marketing concept can be contrasted with earlier concepts in terms of the principles of orientation. In the earlier concepts, goods would be brought to the market in the hope of finding customers. On the contrary, the marketing concept suggests that marketing starts with the customers and works back to the production of desired products in the right amounts and with the right specifications.

As Joseph C. The orientation is directed toward making markets rather than making products. According to Philip Kotler, the marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets, or determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.

The above bases suggest another clear definition of the marketing concept put forward by W. The marketing concept suggests that a company should focus its attention on marketing rather than production and selling. Therefore, it is ideal for a company to highlight its attention to a particular segment s of the total heterogeneous market.

What is needed for success is customer orientation, i. A company can do this with market research, and hence, the role of market research plays a dominant role in marketing concept-oriented companies. Customers can be new and old. A company must retain its old customers since attracting new customers is very difficult and costly.

Therefore, it is very important for a company to be customer-oriented, i. Hence, the company should take the initiative from its own to encourage customers to complain. It can also improve its product quality and service level if it knows what customers actually want.

Thus it may increase the number of loyal customers and profit volume. The marketing concept is a total enterprise concept. To be successful, all marketing functions must be coordinated among themselves, and second, marketing itself must be well-coordinated with other departments.

A company managed under the marketing concept must plan, organize, coordinate, and control its entire operation as one system directed toward achieving a single set of objectives applicable to the total organization. There are obvious reasons behind coordinating marketing functions among themselves, and the main reason is to eliminate conflict. For example, if marketing functions are not coordinated among themselves, the salesforce might heavily criticize marketing people for setting a very high sales target.

The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical

Following the aspects of modern marketing concepts not only is beneficial for consumers but can also be beneficial for the businesses serving them. Concept of marketing management: Marketing management is significant section of management process which envelops the distribution of marketing activities. The societal marketing concept helps to maximize profits for the organization and creates a long-term relationship with customers. Both are equally important. The marketing concept. Societal Marketing is very important to society, the environment, and businesses.

5 Importance of Marketing Concept

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A day rarely passes without there being discussion of the major changes which organizations in both the public and private sectors, are undergoing to become more effective. The case for change is often said to be driven by the imperatives of an increasingly demanding marketplace; and this case is often expressed in a seductive rhetoric which utilizes maxims and metaphors drawn from the ideological resource of the marketing concept. The authors believe that the current penchant for couching change initiatives in the language of marketing exposes some of the limitations of the marketing concept.

What is Marketing Management?

The Marketing Concept: Putting the Theory into Practice

There are 5 marketing concepts that organizations adopt and execute. These are; 1 production concept, 2 product concept, 3 selling concept, 4 marketing concept, and 5 societal marketing concept. Marketing is a department of management that tries to design strategies that will build profitable relationships with target consumers.

This process is done in a number of different ways; marketing professionals use one or more of the five concepts of marketing in order to earn consumer confidence and create profitable, long-term relationships with consumers. But not all the concepts are equally effective. Not every concept is beneficial to every business, so here is a timely and convenient opportunity to learn more about each one. The production concept is focused on operations and is based on the assumption that customers will be more attracted to products that are readily available and can be purchased for less than competing products of the same kind. This concept came about as a result of the rise of early capitalism in the s, at which time, companies were focused on efficiency in manufacturing to ensure maximum profits and scalability.

Production Concept

HA- Company Orientations to the Marketplace. What philosophy should guide a company marketing and selling efforts? What relative weights should be given to the interests of the organization, the customers, and society? Five orientations philosophical concepts to the marketplace have guided and continue to guide organizational activities:.

The concept of consumer buying behaviour is not new, it has been discovered ages ago. The current marketing strategies focuses on consumers buying behaviour. This site is designed to explore marketing and provide researchers and the general audience with background information on marketing. Its central tenets crystallized in the s. Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Marketing concept is the philosophy that companies should examine the requirements of their customers and then make decisions to satisfy those needs in a better manner than the competitors. Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in what kinds of situations are most appropriate.

ГЛАВА 21 Голос американца, звонившего Нуматаке по прямой линии, казался взволнованным: - Мистер Нуматака, в моем распоряжении не больше минуты. - Хорошо. Полагаю, вы получили обе копии ключа. - Вышла небольшая заминка, - сказал американец. - Это невозможно! - рявкнул Нуматака.

Переложив берет-ту в левую руку, правой он взялся за перила.

 С чего это ты взял, что я шучу. Беккер промолчал. - Подними! - срывающимся голосом завопил панк.

The Marketing Concept: Putting the Theory into Practice

Отец Энсея так ни разу и не взглянул на сына.

В его ноздрях торчала английская булавка. Беккер показал на бутылки, которые смахнул на пол. - Они же пустые. - Пустые, но мои, черт тебя дери.

The marketing concept in perspective

 Ну разумеется! - Она только сейчас поняла смысл сказанного.  - Все смогут скачать, но никто не сможет воспользоваться.

 Время. - Три часа. Стратмор поднял брови. - Целых три часа. Так долго.

The changing face of marketing

 Вы уверены. - Туризм - моя профессия! - отрезал Клушар.

5 Comments

Penny M. 09.04.2021 at 00:37

keting concept is and is not, the conditions under which the marketing concept is an attractive, meaningful managerial philosophy are expressed, and the rele-.

Nicole D. 12.04.2021 at 18:16

Everything you need to know about marketing management.

Eawinda B. 14.04.2021 at 05:36

Many definitions describe different facets and related terms but they do not always convey the much broader ideology and process that is part of.

Bingham M. 15.04.2021 at 14:47

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Memontchriseb 16.04.2021 at 23:59

Music consumption should not be confused with music purchases. The consumption of music by consumers has increased (Hefflinger, ), despite the fact that.

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