Marketing

Marketing Management Orientation

Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Concept
Production Concept
The idea that consumers will favor products
that are available and highly affordable
Product Concept
The idea that consumers will favor products
that offer the best quality, performance and
features. So organization keeps improving the
product.
Selling Concept
The idea that consumers will not purchase a
product unless the firm undertakes a large-
scale selling and promotion effort.
Marketing Concept
The idea that achieving organizational goals
depends upon determining the needs and
wants of target markets and delivering the
desired level of satisfaction more effectively
and efficiently than competitors do.
Starting Point Focus Means Ends
Factory Existing product
Selling &
promotion
Profits through
Sales volume
Market Customer Need
Integrated
Marketing
Profits through
Succession
planning
The selling concept
The marketing concept
The Selling and Marketing Concept
Societal Concept
The idea that the organization should
determines needs, wants, and interests of
target markets and deliver the desired
satisfactions more effectively and efficiently
that competitors do, in a way that maintains
or improves the consumers society and its
well-being.