GDB # 1

Marketing Management (MKT501)

Due Date: November 26, 2020

Marks: 5

Weightage: 3

Topic: Marketing Orientation

Learning Objectives: The objective of this discussion is to make the students able to understand
the concept of Marketing Orientation and marketing philosophies therein.

Learning Outcomes:  After attempting this GDB, students will be able to

understand different concepts of philosophies to conduct marketing activities (different
marketing philosophies).

Scenario:

Suppose there are five different companies operating in an industry, Company A, B, C, D and
E. Company A for its customers focuses on products that are widely available and are
inexpensive. Company B follows the approach focusing on product, which offers most quality
performance and innovative features. Thus, its attention is towards making products more
superior with continuous improvement. The emphasis of Company C is on aggressive selling
and high promotional back up. Company D believes in the concept that holds that the key to
organizational goals consists of company being more effective than competitors in creating,
delivering and communicating consumer value to the chosen target. Whereas Company
E emphasizes on the wellbeing of the consumer and the overall wellbeing of the society.

Requirements:

1. Consider the scenario provided above very carefully and specify/mention the marketing
philosophy/concept that is followed by each of the  mentioned companies i.e. Company
A, B, C, D and E. (Marks 1x5)
(Provide the solution in the following format)

Sol: A firm that is market oriented drives all firm’s strategic decisions on the needs and
wants of the potential customers. Following are the 5 companies that follow specific
concepts to run its enterprise.

1. Company A: The Company is following the Production concept because it

focuses on products that are widely available and inexpensive.
2. Company B: The Company B is pursuing the Product concept because its aim is
to provide consumers with products that are higher in quality, performance and
features.
3. Company C: The Company C is directing its energy on the Selling concept. It
involves selling the product on high promotional backup.
4. Company D: The Emphasis of Company D is laid on Marketing concept.
5. Company E: The Company E is following the Societal Concept because it wants
the wellbeing of the customers and the overall well-being of the society.