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Production Product Sales Marketing Societal

Assumptions There is a lack of supply. There is a lack of quality Oversupply/lack of demand Oversupply/lack of demand As well as products that
regarding market products. requires additional sales can be overcome if you satisfy needs and wants,
effort. take into account needs should also consider wider
MN3141 Principles of marketing

conditions
and wants. issues – in their own right.
Assumptions Customers are not Customers are not aware They need to be pushed Customers prefer products Customers will buy from
regarding buyer concerned about product of the possibilities for the into buying. which cater for their needs marketers with concerns
behaviour quality or variety. product class. and wants and if this is for wider environmental
done they may come back. issues. This will also win
Will need less sales effort. favour with government.
Situations when When there is a lack of In high technology When buyers’ behaviour is Where customers have Where there is pressure to
effective supply – customers will businesses where there characterised by inertia. a choice and will prefer look after the environment
buy whatever is available. is an asymmetry of those products which cater and other social issues.
information between buyer most closely to their needs.
and seller.
Situations when When customers have a When marketers come Where focus on selling Where customers are Where there is no
ineffective choice – they will want to regard themselves in leads marketers to sell unable to identify pressure from customers/
quality and variety. the business of making a whatever they have rather their needs and wants. government and no long-
particular product and not than consider customers’ Where there is a lack term benefits and the costs
fulfilling a particular want. wants. of production capability outweigh the benefits.

Table 2.1: Assumptions made by firms following the different orientations.

Combinations of Plus marketing orientation,
orientations to develop a product and
then undertake research.
and customers will buy
anything.
Sell products which
people want to buy, but
accompany with heavy
sales pitch.

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