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Assignment Cover Sheet

Student Name : Parameshwar Reddy Kottapalli

Student Identification Number : GA1700075
Student Mailing Address : 500 Tanner Sq, Mckinney , TX 75070
Student E-mail Address :
Student Phone Numbers:
Cell : 4693474344
Course Number and Title : MK640 Marketing and Advertising
Assignment Number and Title : Discussion Question 1_01
Date of Submission : 05/11/2017

Latest market trend has changed, so has the way the company deals with the
marketplace. The company orientation towards marketplace deals with the concepts
which a company may apply while targeting a market. As per Kotler, five different
orientations which a company takes towards the marketplace.

Production Concept – In this concept the company mainly tries to increase production
irrespective of demands of the customer. The production concept is almost extinct now
with companies paying more and more attention to the customer. Consumers will favor
those products that are widely available and low in cost. Production concept is
application in below scenarios.

 Product demand is more than product supply

 Product cost is to be lowered to expand market through scale economies.

Selling Concept – The selling concept believes that customers will not buy products
unless persuaded to do so. As we know, this is true even today in case of certain
products such as insurance. Although the customer should use it, they rarely do. Hence,
focus is on aggressive selling & promotion.


 Customer shows buying inertia.

 Company has effective selling & promotion tools to stimulate buying.

Used When:

 Goods that buyers normally do not think of buying. E.g., Insurance, Credit cards.
 Companies have over capacity.

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In the present world, many markets are buyer markets. Hence, producers need to sell
aggressively. This gives rise to a feeling that selling is all or most important part of

Product Concept – The product concept says that customers will always buy products
which are better in terms of quality performance and features. Thus, an organization
should devote energy to making continuous product improvements. Some
manufacturers believe that if they can build a better mousetrap, the world will beat a
path to their door. But they are often rudely shocked. Buyers may well be looking for a
better mousetrap. The solution might be a chemical spray, an exterminating service, or
something that works better than a mousetrap. Furthermore, a better mousetrap will not
sell unless the manufacturer designs, packages, and prices it attractively; places if in
convenient distribution channels; brings it to the attention of people who need it; and
convinces buyers that it is a better product.

The product concept also can lead to marketing myopia. For instance, railroad
management once thought that users wanted trains rather than transportation and
overlooked the growing challenge of airlines, buses, trucks, and automobiles. Many
colleges have assumed that high school graduates want a liberal arts education and
have thus overlooked the increasing challenge of vocational schools.

The concept is especially applicable in terms of electronics and other techno gadgets

Marketing Concept – For selling any product branding and marketing are a necessary.
The marketing concept proposes that the success of a firm depends on the marketing
efforts of the company in delivering a value proposition. To Integrate marketing activities
towards determining & satisfying needs, wants of target market more effectively than

Key points in achieving the organization goals.

Marketing Activities: Activities to create, deliver, consume the product to satisfy, identify
need or want.

There are four pillars of marketing concept:

1. Target market.
2. Customer needs.
3. Integrated market.
4. Profitability.

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1. Target market: Generally, any company may not be able to operate in every
market to satisfy every need.

 Needs or wants can be quite special in different conditions

 A Company needs to identify specific target market which it can
address or whose specific needs which can fulfill.

2. Customer Needs: Customer needs need to be fully understood. Go deeper

into needs understand any possible trade-offs.
Examples of Needs could be inexpensive car
a. State Need- Inexpensive car
b. Real Need- Good fuel economy
c. Unstated Need – Good service from dealer
d. Delight Need – Free accessories
e. Secret Need – Seen in good light by friends

Customer needs could be a range of attributes of product features at low

price. This may not be possible. Hence , trade off need to be understood.
Company need to understand the customer needs and meet them better
than competition.

Responsive marketing- Find stated need & fulfill it.

Creative marketing- Discover or produce solution that customer did not
ask for but customer response is enthusiastic. E.g., Cell phones

3. Integrated market: All departments within an organization work together to

server customer’s interest.

4. Profitability:
Ultimate purpose: Achieve organizational goals(profits).
Key : Do job well and achieve profits.
Doing job well : Satisfy customer needs better than competition.

In reality: Most of the organizations embrace marketing concept due to


Situation could be:

 Declining sales.
 Slow growth.
 Changing buying pattern.
 Increase in competition.
 Increase in marketing expenditure.
 While converting to a marketing oriented organization, a company
faces/ may face internal hurdles.

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These could be,
– Organized Resistance – Perception of erosion of power of outer
Departments such as production/ finance/ R & D.
– Slow Learning – Resistance to change/ old habits die hard.
– Fast Forgetting – Small success leading to forgetting key success factors.

Societal Marketing Concept – The societal marketing concept leads to a company

orientation which believes in giving back to the society what it had received from the
society. This concept believes that the company is profiting because of society and
hence it should also take measures to make sure the society also benefits from the

Organization’s task is

 To determine Needs/ Wants/ Demands/ interests of target market.

 To deliver desired satisfaction more efficiently & effectively than competition.
 To preserve/ enhance consumers/ societies well-being while doing so.
i.e., build social/ ethical considerations into marketing practice.
Emerged in the background of :

Environmental deterioration.
Resource shortage.
Consciousness of social services or social awareness.
Eg.- Chemical companies – Effluent management systems.

 Use of Bio- degradable paper bags in lieu of plastics.

 Two way (reusable) soft drinks bottle in lieu of disposable bottles.

The company orientation towards the market place thus depends on the application of
the above 5 concepts. Some of these concepts are not applicable in today’s market
whereas others are applicable sector by sector.


Kotler, P. and Keller, K. (2012) A Framework for Marketing Management (5th ed.). Upper Saddle River,
NJ: Prentice-Hall.

Philip T. Kotler (Author), Gary Armstrong (Author) (2013) Principles of Marketing 15th Edition by Prentice
Hall .

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