Company orientations towards the marketplace

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Company orientations towards the marketplace

• By Jyoti Sikka, S.S.C.B.S.

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Presentation Outline

• Production concept
• Product concept
• Selling concept
• Marketing concept
• Holistic marketing concept
• Relationship marketing
• Integrated marketing
• Internal marketing
• Socially responsible marketing

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Production Concept

• Consumers favor products that are available and
  highly affordable
• Improve production and distribution
• Focus On Manufacturing (DgtS)
• Goal Produce All That Is Possible

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Product Concept

• Assumption Consumers favor products that offer
  the most quality, performance, and innovative
  features
• Focus on Manufacturing (DgtS)
• Means Make quality products
• You can have any color you want as long as its
  black.
• Make the best product you can and people will
  buy it.
• Build a better mousetrap

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Selling Concept

• Mid-1920searly 1950s weakened demand required
  that products would have to be sold. (personal
  selling, advertising, and distribution was the
  focus)
• Focus on selling existing products (DS)
• Means Aggressive Sales promotion
• Goal Maximize Sales
• Sell this inventory no matter what it takes.
• You dont like black? Ill throw a set of
  glassware.

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Marketing Concept

• Early 1950s2000s adopting a customer focus
  means a commitment to researching and responding
  to customer needs.
• Long-Run View
• Consumer want focus
• Integrated planning and feedback
• Adapt to the environment

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Selling versus Marketing
Selling
Starting point
Focus
Means
Ends
Factory Product Selling Profits
through promoting sales volume
Marketing
Target Customer Integrated Profits
through market needs marketing customer
satisfaction
Marketing is not synonymous with sales or
advertising.
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Holistic Marketing Concept 1

• Relationship Marketing
• Developing Marketing Networks
• Using CRM
• is the overall process of building maintaining
  profitable customer relationships by delivering
  superior customer value and satisfaction.
  (Kotler, 13ed 2006)
• Using information to create marketing strategies
  that develop and sustain desirable customer
  relationships
• Establishing long-term, mutually satisfying
  buyer-seller relationships allowing for mutual
  dependency

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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)
• traditional approach- McCarthy 4Ps
• Robert Lauterborn- 4Cs

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Holistic Marketing Concept 3

• Internal Marketing
• External Customers
• Internal Customers

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Holistic Marketing Concept 4

• Social responsibility Marketing
• Act socially responsibly consider
• the ethical consequences of ones actions
• 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 organizations
  profits. (Bell Emory,1971 JM)
• Society.. 1 (Human welfare)
• Consumers ..2 (Want satisfaction)
• Company .3 (Profits)

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QUESTIONS ??????