Marketing_Sunita Shrivastava

8/2/2019 Marketing_Sunita Shrivastava

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SUNITA SRIVASTAVA

Marketing ManagementPhilosophies


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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY

Productionconcept

Productconcept

Sellingconcept

Marketingconcept

Societalconcept

Marketing Management Orientations


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PRODUCTIONCONCEPT

Inward lookingorientation

Focus onreducing costof production

AchieveEconomies of

scale

Profits by Lowprices, High

sales volume


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Production concept is the idea thatconsumers will favor products that areavailable or highly affordable


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Focus oncontinuous

product

improvement

MARKETINGMYOPIA

Keep track ofperipheral

developments

Product

merelymeans ofsatisfyingcustomer

need


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Product concept is the idea that consumerswill favor products that offer the most quality,performance, and features. Organizationshould therefore devote its energy to makingcontinuous product improvements.


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SELLINGCONCEPT

Aggressivepersuasionand heavy

promotionalexpenditure

Sell what is

made

Marketingmakes selling

redundant


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Selling concept is the idea that

consumers will not buy enough of thefirms products unless it undertakes alarge scale selling and promotion effort


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MARKETINGCONCEPT

Communicatecustomerneeds to

otherdepartments

Customersatisfactioncompanys

ultimate goal

Customerneeds central

to company

Everyemployee is a

marketer

Marketingshould

championcause ofcustomer

Meetcustomer

needs betterthan

competition


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Marketing concept is the idea thatachieving organizational goalsdepends on knowing the needs andwants of the target markets anddelivering the desired satisfactions

better than competitors do


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MarketIntegratedmarketing

Profits throughcustomer

satisfaction

Customerneeds

(b) The marketing concept

Factory

Existing

products

Selling and

promotion

Profits through

sales volume

Startingpoint Focus Means Ends

(a) The selling concept

CUSTOMER DELIVERED VALUE


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Societal marketing concept is the idea that acompany should make good marketing

decisions by considering consumers wants,the companys requirements, consumers

long-term interests, and societys long-runinterests


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EVOLVING VIEWS OF MARKETINGS

ROLE

a. Marketing as an

equal function

FinanceProduction

Marketing Humanresources

b. Marketing as a more

important function

Finance

Humanresources

Marketing

Production


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ROLE

c. Marketing as the

major function

Marketing

Production

d. The customer as the

controlling factor

Customer


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ROLE

e. The customer as the controllingfunction and marketing as the

integrative function

Customer

Marketing

Production


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HOLISTIC

MARKETINGCONCEPT

INTEGRATED

MARKETING

INTERNALMARKETING

PERFORMANCEMARKETING

RELATIONSHIP

MARKETING

Marketing_Sunita Shrivastava

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