Marketing Orientation

Principles,
Principles, Concepts
Concepts and
and Definitions
Definitions
 Syllabus Topics

• Marketing : Concepts, Principles and Definitions

• Various Concepts: the production concept, the product concept,

the selling concept, the customer concept

• Nature and scope of marketing, Evolution of marketing,

Purpose and importance of marketing
 The Basic Principles

Market Place
Selling - Buying
Price

Seller Product / Service

Buyer
Marketing Need
Revenue - Cost Usage
Profit Need Satisfaction
 Key Concepts

• Market • Demand, Supply, Business Opp.

• Business • Production, Finance, Marketing

• Marketing • Product, Promotion, Delivery

• Product / Service • Features, Functionality, Utility

 Key Concepts

• Customer • Need, Usage, Satisfaction

• Competition • Market Share, Differentiation

• Brand • Identity, Pull, Relationship, Loyalty

• Growth • Revenue, Profit, ROI

 Stages of Marketing Evolution

Exchange of goods and services

• Barter

Buying and Selling, Money Value

• Marketplace

Mass Production-Distribution, Product

• Production

Salesmanship, Product / Price Push

• Selling

Customer Need Satisfaction, Value, Brand

• Marketing
Pull, Relationship
 Premise Focus Means End

Old Factory Products Selling & Profits -

Marketing Promotions Sales Volumes

Profits -
Classical Target Customer Integrated Customer
Marketing Segment Needs Marketing Satisfaction

Modern Profits –
Individual Individual Relationship
Customer
Marketing Customer Needs & Info Marketing Loyalty
 The Genesis of Marketing

evolved
Selling Marketing
Competition

Consumer choice

“Product Push” Product parity “Consumer Pull”

+
“Product Push”
 Purpose of Marketing

• Getting a ‘secure’ market share

– Survival
– Growth
– Longevity

• Getting a ‘profitably’ sustainable market share

• Better understanding of consumer needs

• Better fulfillment of consumer needs than competition

• A more planned and consistent approach

 The Marketing Orientation

Selling Marketing
• ‘Product’ driven • ‘Customer’ driven

• ‘Transaction’ oriented • ‘Relationship’ oriented

• ‘I win’ approach • ‘Both win’ approach

• ‘Need satisfaction’ incidental • ‘Need satisfaction’ central

• Like running a ‘sprint’ • Like running a ‘marathon’

Should you sell a refrigerator to an Eskimo?

 Seeing from the Customer’s Lens!

Brand Product Lens Customer Lens

Revlon Cosmetics Selling hope

Xerox Copier Improving office productivity

Kodak Photo films Memorable moments

Pepsi Cola Youthfulness

Holiday Inn Hotel Hospitality

Carrier Air conditioners Cool comfort in homes

Columbia Pictures Movies Entertainment

Encyclopedia Britannica Books Information business

Accenture Business Consulting Business Performance

JK Paper Paper Creating Impressions

Moser Baer CDs Information Safekeeping

 The Marketing Mindset
“A Win - Win Approach”

You Lose You Win

No One Gains. No One Compromises You Gain. Only I Compromise

I Lose non starter unstable

I Gain. Only You Compromise Both Gain. Both Compromise

I Win unstable sustainable