The document discusses how the maturity of a market affects how businesses should sell to that market. It outlines 4 stages:
1. Supply is less than demand, where production is prioritized to meet demand.
2. Supply is less than growing competition, where product innovation increases quality and features.
3. Supply exceeds demand, requiring a sales orientation to directly push products to customers.
4. Supply exceeds demand and customer-centric strategies emerge, focusing on understanding customer needs through marketing orientation.
It also discusses the concepts of exchange, where customers must feel better off after transactions, and value, which is subjective but comes from a product's utility in providing form, place, time, possession, and
The document discusses how the maturity of a market affects how businesses should sell to that market. It outlines 4 stages:
1. Supply is less than demand, where production is prioritized to meet demand.
2. Supply is less than growing competition, where product innovation increases quality and features.
3. Supply exceeds demand, requiring a sales orientation to directly push products to customers.
4. Supply exceeds demand and customer-centric strategies emerge, focusing on understanding customer needs through marketing orientation.
It also discusses the concepts of exchange, where customers must feel better off after transactions, and value, which is subjective but comes from a product's utility in providing form, place, time, possession, and
The document discusses how the maturity of a market affects how businesses should sell to that market. It outlines 4 stages:
1. Supply is less than demand, where production is prioritized to meet demand.
2. Supply is less than growing competition, where product innovation increases quality and features.
3. Supply exceeds demand, requiring a sales orientation to directly push products to customers.
4. Supply exceeds demand and customer-centric strategies emerge, focusing on understanding customer needs through marketing orientation.
It also discusses the concepts of exchange, where customers must feel better off after transactions, and value, which is subjective but comes from a product's utility in providing form, place, time, possession, and
Stages in a Market’s Maturity That Af fect How Businesses Can Best Sell t o the Market Stage 1. Supply < Demand Seller’s market – a situation wherein the manufacturers generally have no problems selling whatever they produce. Production orientation – a mindset characterized by taking advantage of the demand for a particular product by producing as much of the product as possible in order to meet the demand. Stages in a Market’s Maturity That Af fect How Businesses Can Best Sell t o the Market Stage 2. Supply < Demand, Competition Growing Product orientation – a mindset that drives innovation; improvement in a product, such as quality, features, comfort, design, are undertaken in the hope that the product will speak for itself and that consumers will choose the product based on its merits. Stages in a Market’s Maturity That Af fect How Businesses Can Best Sell t o the Market Stage 3. Supply > Demand Sales orientation – using sales organizations to push a product directly to the customers.
When sales orientation works, it can work for
the benefit of all parties. Insurance. On the other hand, when it does not work, it can quickly turn into hard selling. Stages in a Market’s Maturity That Af fect How Businesses Can Best Sell t o the Market Stage 4. Supply > Demand, Customer-centric Strategies Emerge Marketing orientation – a mindset wherein firms prioritize customer needs more than their own. Marketing orientation begins with identifying and understanding a particular target market; then products are designed according to what could best fit the needs of the target market, priced according to their typical budgets, sold where it is most convenient for them, and promoted in a way that best catches their attention. The Concept of “Exchange” Marketing is all about fostering positive exchanges. It is imperative that the customers feel better off after a transaction because otherwise they may feel that they should have spent their money elsewhere—a feeling which will prevent them from becoming loyal customers. For a marketing-oriented exchanges to be successful, it is essential that companies know what the market really needs. The Concept of “Value” In marketing sense, value is a very personal thing, which means it can be very subjective or a function of the customer’s personal condition (such as hunger), experiences, personal history, social interactions, perceptions, education, and so much more.
Question: What gives value to a product?
Answer: Consumers generally value a product
or service when it provides them with
“utility”. Five Kinds of Economic Utility That Can Be Offered by Products and Services 1. Form Utility. A product, by its very form, saves the consumer from the effort of having to make the product himself. 2. Place Utility. The convenience offered by making a product available around the proximity of the customer is also valued. 3. Time Utility. If a firm can offer a product or service far quicker than alternative providers, the customer will also value this speed of service. 4. Possession Utility. For some products, mere ownership is already valued by the customer. 5. Information Utility. Knowing certain things about the product can already imbue it with value.