Corporate orientations towards marketplace.

As the market 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. There are basically five different orientations which a company takes towards
the marketplace.

1. 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. The marketer’s task here is to
maximize production with less costly products and distribution.

2. Product Concept. – The product concept says that customers will always buy products which
are better in terms of quality performance and features. The concept is especially applicable
in terms of electronics and other techno gadgets nowadays. The marketer’s task here is to
provide the best possible quality to the market.

3. 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. The marketer’s task here is
to sell aggressively as customers will not buy enough of the products if left alone.

4. Marketing Concept. – Just like selling is a necessity, similarly branding and marketing are a
necessity in some products. The marketing concept proposes that the success of a firm
depends on the marketing efforts of the company in delivering a value proposition. The
marketer’s task here is to need satisfaction.

5. 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 company. The
marketer’s task here is to keep in view society at large with customers.
Difference between selling and marketing.

Starting point. Focus. Means. End point.

final product products that promotion and profits out of

from factory. exist. sales. sales volume.

Selling.

customers in integrated profits out of

market. customer needs. marketing. customer
satisfaction.

Marketing.

In selling the starting point is final product from the factory as salesman need to sell the product
given by the factory. While in marketing, customers are asked first about their needs by the
marketers. The focus in selling is the products that exist while the focus in marketing is customer
needs. The means of selling are promotion and sales while in marketing it is integrated marketing i.
e. all marketers and other departments go hand in hand to serve customers. The end product in
selling is profits out of sales volume as exchange process ended with profits is the aim while in
marketing customer satisfaction is very important and is believed as profit itself.