• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • CommentGo Back
Download
 
What Philosophy should guide mktg effort?
Concept/Orientation
ProductionProductSalesMarketing
Mind set
Lower cost & easyavailability willautomatically drawcustomer.Best product sellsitself.Product needs to bepushed/ sold.Product that offersmaximum value will bepicked up by thecustomer.
Strategy
Economies of scale/ Mass production
.Achieve costreduction throughmaximization of output.
Productexcellence
.improved product,new product, qualityassurance. Theyspend a lot on R&D.
Aggressivepromotion
. Heavyadvertising, high-power selling, large-scale sales promotion,heavy price discounts& strong publicity.
Integration of entireorganization
withcustomer needs.
Goal
Profit maximizationthrough minimizingcost / highproduction efficiency.Profit maximizationthrough providingbest product.Profit maximizationthrough Salesmaximization. Hookthe customer.Profit maximizationthrough offeringmaximum value /increased customersatisfaction.
Result
Excessive Obsessionwith production,Ignoring thecustomer leads toExcessive Obsessionwith the product,Ignoring thecustomer leads toExcessive Obsessionwith selling, Ignoringthe customer leads tofailure.Increased customersatisfaction results inraised market share.
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...