Discourse Part III: Orientation, Scale and Sense of Place Chapter 4.3.1.
Company Orientation Towards Marketing Place
Transcript of Company Orientation Towards Marketing Place
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COMPANY ORIENTATION TOWARDS MARKETING PLACE
By Ms. Geetanjali Gulati
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COMPANY ORIENTATION TOWARDS MARKETING
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Holistic Marketing Concept
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THE PRODUCTION CONCEPT
It holds that consumers will prefer products that are widely available and inexpensive
Managers of this concept concentrate on achieving high production efficiency, low cost and mass distribution
This concept is also used when the company wants to expand the market
Most popular in countries like China
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THE PRODUCT CONCEPT
It proposes that consumers favor products that offer most quality, performance or innovative feature
These managers are sometimes caught up in love affair with their product
They might plague themselves with Marketing Myopia
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THE SELLING CONCEPT
Organizations must take an aggressive selling & promotion effort
Coca-cola’s former vice president said, “the purpose of marketing is to sell more stuff to more people more often for more money in order to make more profits.”
It is practiced most aggressively with unsought goods.
Firms also practice this when they have over capacity
The firm’s aim is to sell what they make, rather than make what the market wants
It is a way of hard selling products
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THE MARKETING CONCEPT
It emerged in mid 1950s
It is based on consumer centered – “sense and respond” philosophy
The job is to find right products for your consumer
The key to achieving organizational goal: create, communicate & deliver – superior customer value – to your chosen target market w.r.t. your competitor
Companies that embrace this concept give superior performance
Ex: Dell Computers
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THE MARKETING CONCEPT
Reactive marketing orientation Understanding & meeting customers’
expressed needs Company’s develop very basic innovation
Proactive marketing orientation They focus on customer’s latent needs through
“probe and learn process” Involves high level innovation Ex: 3M, HP
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DIFFERENCE BETWEEN SELLING & MARKETING CONCEPT
The Selling Concept1. It focuses on need of seller
2. It is preoccupied with seller’s need to convert product into cash
The Marketing Concept1. It focuses on needs of the
buyer
2. It is the idea of satisfying needs of customer by means of product and the whole cluster of things associated with creating, delivering and finally consuming it
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THE HOLISTIC MARKETING CONCEPT
This approach recognizes that “everything matters” in marketing
Holistic
Marketing
Integrated
Marketing
Performance
Marketing
Internal Marketin
g
Relationship
Marketing
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RELATIONSHIP MARKETING
It aims to build enduring relationship with key constituents in order to earn & retain their business.
These include: Customers Employees Marketing partners (channels, suppliers, distributors, dealers,
agencies) Members of financial community (shareholders, investors, analysts)
It results in developing a marketing network
It emphasizes on customer retention
The ultimate goal is to skillfully conduct CRM & PRM
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INTEGRATED MARKETING
All 4 Ps of marketing must create, communicate & deliver the intended customer value
Each marketing tool must be designed to deliver customer value
Marketing Mix
Product Pdt. VarietyQualityDesignFeaturesBrand NamePackagingSizesServicesWarranties return
PriceList PriceDiscountAllowancesPayment PeriodsCredit Terms
PromotionSales PromotionAdvertisingSales ForcePublic RelationsDirect Marketing
Place ChannelsCoverageAssortmentLocationsInventoryTransport
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INTERNAL MARKETING
It is the task of hiring, training & motivating able employees who want to serve customers well
Internal Marketing must take place at two levels: Various marketing functions (sales force, advertising,
customer service, product management, marketing research)
Other departments must also embrace marketing and “Think Customer”
It requires vertical alignment with senior management & horizontal alignment with other departments
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PERFORMANCE MARKETING
It involves understanding the returns to business from marketing activities and programs
It also adressess the legal, ethical, social and environmental effects of the various marketing activities
The top management evaluates: market share, customer loss rate, customer satisfaction, product quality and other measures
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PERFORMANCE MARKETING
Financial Accountability Justify investments Calculate firm’s market value, which comes from
tangible assets (company’s brands, customer base, employees, distributors, suppliers)
Social Responsibility Marketing A lot of stress is given to public interest HP has introduced recyclable computers ITC
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MARKETING MANAGEMENT TASKS
Developing marketing strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping the market offering
Delivering value
Communicating value
Creating long term growth
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ACTIVITY
Pick up any company and examine its holistic marketing approach
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