Company Orientations – Chapter One in KOTLER

Marketing as an Equal Function

(1) THE PRODUCTION CONCEPT Company Produce Produce more & more Consumers Practically sells itself .

• Therefore increase production and cut down costs.THE PRODUCTION CONCEPT • Consumers will favour those products that are widely available and low in cost. • And build profit through volume. .

Production Concept • Example: Telephone Instruments • Mass production • Lower prices .

Marketing as a More Important Function .

.(3) THE PRODUCT CONCEPT Produce Quality Products Sell Product will sell if it gives value for money Consumers Buyers admire well-made products and can appraise product quality and performance.

. • This would lead to increased sales and profits. improve quality. • Therefore. performance and features. or innovative features.THE PRODUCT CONCEPT • Consumers will favour those products that offer the most quality. performance.

Marketing as the Major Function .

(2) SELLING CONCEPT Aggressive selling & promotion efforts Sell Consumers Sales as primary function .

promote sales aggressively.THE SELLING CONCEPT • Consumers . • Therefore. if left alone . will not buy enough of company’s products. . • Build profit through quick turnover.

The Customer as the Controlling Factor .


• And build profit through customer satisfaction and loyalty. .THE MARKETING CONCEPT • The key to achieving organizational goals consist in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.


The Customer as the Controlling function Marketing as the Integrative function .

university. ad agencies. suppliers. employees. suppliers. and other marketing partners. distributors. retailers. distributors. scientists and others) – Using CRM • Is the overall process of building & maintaining long term mutual profitable customer relationships by delivering superior customer value and satisfaction with key parties – customers. .Holistic Marketing Concept 1 • Relationship Marketing – Developing Marketing Networks • Consists of a company and its supporting stakeholders (customers.

Holistic Marketing Concept 2 • Integrated Marketing – Is a comprehensive plan that communicates and delivers the intended value to chosen customers – a set of coordinated cross functional activities (a unity of purpose) • 4P’s • 4C’s .

– Internal mktg To: • Marketing department • Senior management • Other departments .Holistic Marketing Concept 3 • Internal Marketing Internal marketing is the task of hiring. training and motivating able employees who want to serve customers well.

.#2 (Want satisfaction) • Company ….#3 (Profits) . • Society. consider the ethical consequences of one’s actions.…… #1 (Human welfare) • Consumers . – Focus on satisfying customer needs and wants while enhancing individual and societal well-being. – Consider the collective needs of society as well as customer desires and the organization’s profits.Holistic Marketing Concept 4 • Social responsibility Marketing – Act socially responsibly..

• Balancing of following three considerations while setting marketing policies : -Customer’s want satisfaction -Society’s well being -Company’s profits .(5) THE SOCIETAL MARKETING CONCEPT • It is Marketing Concept (+) Society’s well being.

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