Company Orientations

8/2/2019 Company Orientations

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Company Orientations

Chapter One in

KOTLER


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Marketing as an Equal Function


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(1) THE PRODUCTION CONCEPT

ProduceConsumers

Company

Produce more & more

Practically sells itself


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THE PRODUCTION CONCEPT

Consumers will favour those products that arewidely available and low in cost.

Therefore increase production and cut downcosts.

And build profit through volume.


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Production Concept

Example: Telephone Instruments

Mass production

Lower prices


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Marketing as a More Important Function


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THE PRODUCT CONCEPT

Consumers will favour those products that

offer the most quality, performance, or

innovative features.

Therefore, improve quality, performance and

features.

This would lead to increased sales and profits.


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Marketing as the Major Function


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(2) SELLING CONCEPT

SellConsumers

Aggressive selling &

promotion efforts

Sales as primary function


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THE SELLING CONCEPT

Consumers , if left alone , will not buy

enough of companys products.

Therefore, promote sales aggressively.

Build profit through quick turnover.


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The Customer as the Controlling Factor


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(4) MARKETING CONCEPT

Consumers


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THE MARKETING CONCEPT

The key to achieving organizational goals

consist in determining the needs and wants of

target markets and delivering the desired

satisfactions more effectively and efficiently

than competitors.

And build profit through customer satisfaction

and loyalty.


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THE HOLISTIC MARKETING

CONCEPT


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The Customer as the Controlling functionMarketing as the Integrative function


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Holistic Marketing Concept 1

Relationship Marketing

Developing Marketing Networks

Consists of a company and its supporting stakeholders

(customers, employees, suppliers, distributors,retailers, ad agencies, university, scientists and others)

Using CRM

Is the overall process of building & maintaining long

term mutual profitable customer relationships bydelivering superior customer value and satisfaction

with key parties customers, suppliers, distributors,

and other marketing partners.


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Integrated Marketing

Is a comprehensive plan that communicates and

delivers the intended value to chosen customers

a set of coordinated cross functional activities (a

unity of purpose)

4Ps

4Cs


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Internal Marketing

Internal marketing is the task of hiring,

training and motivating able employees who

want to serve customers well.

Internal mktg To:

Marketing department

Senior management

Other departments


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Social responsibility Marketing Act socially responsibly; consider the ethical consequences of

ones actions.

Focus on satisfying customer needs and wants while enhancingindividual and societal well-being.

Consider the collective needs of society as well as customer

desires and the organizations profits.

Society.. #1 (Human welfare)

Consumers ..#2 (Want satisfaction)

Company .#3 (Profits)


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(5) THE SOCIETAL MARKETING CONCEPT

It is Marketing Concept (+) Societys well

being.

Balancing of following three considerations

while setting marketing policies :

-Customers want satisfaction

-Societys well being

-Companys profits

Company Orientations

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