Company Orientation

Towards Market Places

UNIT 1
What is Company Orientation
Company orientation toward the marketplace can be defined as the
orientation or philosophy of the organization to success.
Production Concept
The production concept emphasis on production and assumes that
the customer always respond to products that are made available
to them. In this the organization makes effort to increase
production.

Examples :-
Product Concept
The product concept put emphasis to increase quality of product.
The product concept assumes that the customer always respond
favorably to the better quality product that are reasonably priced.
Hence, the effort is made to increase the quality of the product.

Examples :-
Sales Concept
The selling concept assumes that the customer will generally not
buy enough of the firm’s product unless their interest is increased
or stimulated in its product through significant selling and
promotion activities. In the sales concept the emphasis was on the
selling and promotion activities.

Examples :-
Marketing Concept
It is the business orientation or philosophy that holds that
organizational success is dependent upon the efficient
identification of the needs and wants of target markets and the
effective satisfaction of them.

Examples :-
Societal Marketing Concept
The social marketing concept is a business orientation that holds
that the key task of serving the target markets in such a way that
provide maximum customer satisfaction and log run individual
social benefit. This concept put emphasis on the social
responsibilities of business as the latest trend in marketing.

Examples :-
 Marketing Myopia
Marketing myopia is the failure & narrow-minded approach of
marketing management of a company; which only focuses on
certain attributes of the product or service while completely
ignoring the long terms goals such as product quality, customers
need, demand and satisfaction.
Causes of Marketing Myopia
 Companies Assume they are in a Growth Industry
 Companies believe there are no Competitive Substitutes
 Failure to Consider the Requirements of the Consumer
 Focusing more on Products and not on Customers
 Failure to Consider Changing Consumer Lifestyle in the Digital
Age
Let us go through the following
Case Analysis on Nokia
https://
medium.com/multiplier-magazine/why-did-nokia-fail-81110d98
1787
Marketing Process
 The Marketing Concept

Marketing is a set of processes for creating, communicating, and delivering value

to customers and for improving customer relationships. It includes everything
that organizations do to satisfy customers’ needs.
Marketing in “New Normal” Markets
THANK YOU