MARKETING ORIENTATION

HOMEWORK: PERFORM AND GIVE AN EXAMPLE OF EACH MARKETING MANAGEMENT

ORIENTATION.

1. PRODUCTION CONCEPT
This is one of the oldest concepts in business. The concept holds the belief that consumers
desire, favours and prefer products at low prices which are affordable and available. The
production management needs to create products focusing on achieving high production
efficiency, low costs, and mass distribution as a marketing strategy. Ford Motor Company
became a well-known example of effective execution of the production concept when it began
mass-producing vehicles on a large scale. Ford believed that the more automobiles he
produced, the more people would purchase them. His evaluation was spot on at the turn of the
twentieth century. Because there was such a high demand for automobiles and such a low
supply, the Ford Motor Company was able to become one of the most successful businesses in
history simply by increasing manufacturing, improving distribution, and leveraging economies
of scale.

2. PRODUCT CONCEPT
Consumers choose items with the highest quality performance or new features, according to
the product idea. Implementation of the product concept focuses on producing superior
products with innovative features that are normally improved over time to meet the customer
expectation. For instance, Apple is one corporation that places a great value on product idea in
order to provide the greatest goods to its customers. Apple's products are thought to be of
exceptional quality, with cutting-edge features and outstanding performance. Customers are
drawn to Apple's products, which generates a marketing pull. They just launched their
redesigned Apple Card, which responds to a shift in customer behavior over the previous few
years.

3. SELLING CONCEPT
The selling idea is founded on the assumption that without strong selling and promotional
activities, customers and businesses would not purchase items from corporations or will not
buy enough of the organization's products.The purpose of this concept is focusing on selling
what the company creates rather than focusing on making what the consumer wants (what the
market wants) during implementation. Managers frequently concentrate on developing a
complete advertising strategy to persuade customers to buy their items. For instance, MetLife
and its well-thought-out life insurance policies. In order to stay afloat in an increasingly
competitive industry, MetLife must establish a clear differentiating foundation that will provide
it an advantage over competitors. MetLife Marketing Strategy focuses on establishing
distinctive selling propositions, especially when the benefits of products are difficult to
describe.

4. MARKETING CONCEPT
As a customer-centered, sense-and-respond mindset, marketing originated in the mid-1950s.
The marketing notion states that being more successful than rivals in producing, delivering, and
conveying greater customer value to target audiences is the key to attaining corporate goals.
The job is to find the right products for customers, thus the market strategy focus on buyer’s
needs and producing what a company can sell. Implementation of marketing concept focus on
three main basic elements of marketing which are customer orientation, company commitment
and goal orientation. For example, Coca-Cola, a firm known for its market orientation. New
tastes that customers will enjoy, such as wild strawberry and lime, are the result of extensive
study. However, those new tastes will not help Coca-Cola meet customers' growing health
concern. That is the reason why the company purchased brands such as Dasani, Honest Tea,
Smartwater, Simply Orange, Minute Maid, and Vitaminwater.

5. SOCIETAL/ SUSTAINABLE MARKETING CONCEPT

The societal marketing concept focuses on delivering value to customers in way of maintaining
or improving consumers and society wellbeing. It looks on the interests and needs of the
targeted consumer market. As a result, this notion is based on three considerations: consumer
happiness, societal welfare, and firm profit. The Body Shop is a company that sells natural
cosmetics, skincare, and perfumes. The firm makes its goods with plant-based components and
does not test them on animals. As a result, this item is an excellent example of social marketing.

REFERENCE
1. Slideshare.net. 2021. Marketing management orientations. [online] Available at:
<https://www.slideshare.net/suleymans19/marketing-management-orientations> [Accessed 20 May
2021].