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    юрий локтионов
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    Marketing Is a business process of understanding customer needs, creating customer value, and building customer relationship for a return. The mistake of focusing on the product per se, but losing sights on customer needs a product is just a means to satisfy a customer need means will evolve and can become obsolete, but need often not Marketing Management Orientations: List of five orientations Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Demand > Supply Focus on production process Aim for production efficiency Profit through quantity Make product widely available at

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    Marketing Is a business process of understanding customer needs, creating customer value, and building customer relationship for a return. The mistake of focusing on the product per se, but losing sights on customer needs a product is just a means to satisfy a customer need means will evolve and can become obsolete, but need often not Marketing Management Orientations: List of five orientations Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Demand > Supply Focus on production process Aim for production efficiency Profit through quantity Make product widely available at

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    © All Rights Reserved
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    19 views14 pages

    Marketing-Pp7 PDF

    Uploaded by

    юрий локтионов
    Marketing Is a business process of understanding customer needs, creating customer value, and building customer relationship for a return. The mistake of focusing on the product per se, but losing sights on customer needs a product is just a means to satisfy a customer need means will evolve and can become obsolete, but need often not Marketing Management Orientations: List of five orientations Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Demand > Supply Focus on production process Aim for production efficiency Profit through quantity Make product widely available at

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    © All Rights Reserved
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    of 14

    Marketing Overview:

    - The Marketing Concept

    1122

    Marketing Is about Satisfying Customer Need

    Old view of Marketing

    New view of Marketing

    Make a sale:
    telling and selling

    Satisfying customer
    needs

    1122

    Define Marketing: A summary


    Marketing
    More than selling and advertising
    A systematic business process dealing with
    customers
    That builds values for a business
    Through creating customer value in the form of
    understanding and satisfying customer needs

    1122

    Marketing Defined
    A business process of understanding
    customer needs, creating customer value,
    and building customer relationship for a
    return

    1122

    An Even Broader Perspective: Marketing Is


    Bigger than the Marketing Department
    Marketing is
    A business philosophy
    A guiding principle of business operation

    Marketing also applies to nonprofit


    organizations

    1122

    Marketing Management Orientations: List of


    five orientations
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    1122

    Marketing Management Orientations:


    1. Production Concept
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    Demand > Supply


    Focus on production process
    Aim for production efficiency
    Profit through quantity
    Make product widely available at
    a highly affordable price

    1122

    Marketing Management Orientations:


    2. Product Concept
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    Demand = Supply
    Focuses on product per se
    Aim for better product
    Profit through quality
    Make continuous product
    improvement & innovations
    Risk of leading to Marketing
    Myopia
    1122

    Marketing Management Orientations:


    2. Product Concept Marketing Myopia Explained
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    Marketing Myopia
    The mistake of focusing on the
    product per se, but losing sights on
    customer needs
    A product is just a means to satisfy
    a customer need
    Means will evolve and can become
    obsolete, but need often not

    1122

    Marketing Management Orientations:


    2. Product Concept Marketing Myopia Examples
    Production
    Concept

    Marketing Myopia examples

    Product
    Concept

    Kodak sells camera films


    Xerox sells copy machines
    Revlon sells lipsticks

    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    1122

    10

    Marketing Management Orientations:


    3. Selling Concept
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    Demand < Supply


    Unsought goods

    Focuses on creating sales


    transactions
    Profit through selling what the
    company makes
    Practice aggressive selling and
    promotion
    1122

    11

    Marketing Management Orientations:


    4. Marketing Concept
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    Demand < Supply


    Focuses on understanding
    customer needs
    Profit through customer
    satisfaction
    Make product fit the market
    Product-Market Fit

    Selling becomes superfluous


    1122

    12

    Marketing Management Orientations:


    Contrast Marketing and Selling Concept

    1122

    13

    Marketing Management Orientations:


    5. Societal Marketing Concept
    Production
    Concept
    Product
    Concept
    Selling
    Concept
    Marketing
    Concept
    Societal
    Marketing
    Concept

    A broader view than the


    Marketing Concept
    Focuses on long-term customer
    welfare
    Balance between profits,
    consumer, and societys wellbeing
    Economic prosperity
    Socially responsible
    Environmental stewardship
    1122

    14

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