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Company Orientations
Chapter One in
KOTLER
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Marketing as an Equal Function
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(1) THE PRODUCTION CONCEPT
ProduceConsumers
Company
Produce more & more
Practically sells itself
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THE PRODUCTION CONCEPT
Consumers will favour those products that arewidely available and low in cost.
Therefore increase production and cut downcosts.
And build profit through volume.
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Production Concept
Example: Telephone Instruments
Mass production
Lower prices
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Marketing as a More Important Function
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THE PRODUCT CONCEPT
Consumers will favour those products that
offer the most quality, performance, or
innovative features.
Therefore, improve quality, performance and
features.
This would lead to increased sales and profits.
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Marketing as the Major Function
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(2) SELLING CONCEPT
SellConsumers
Aggressive selling &
promotion efforts
Sales as primary function
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THE SELLING CONCEPT
Consumers , if left alone , will not buy
enough of companys products.
Therefore, promote sales aggressively.
Build profit through quick turnover.
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The Customer as the Controlling Factor
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(4) MARKETING CONCEPT
Consumers
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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.
And build profit through customer satisfaction
and loyalty.
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THE HOLISTIC MARKETING
CONCEPT
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The Customer as the Controlling functionMarketing as the Integrative function
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Holistic Marketing Concept 1
Relationship Marketing
Developing Marketing Networks
Consists of a company and its supporting stakeholders
(customers, employees, suppliers, distributors,retailers, ad agencies, university, scientists and others)
Using CRM
Is the overall process of building & maintaining long
term mutual profitable customer relationships bydelivering superior customer value and satisfaction
with key parties customers, suppliers, distributors,
and other marketing partners.
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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)
4Ps
4Cs
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Holistic Marketing Concept 3
Internal Marketing
Internal marketing is the task of hiring,
training and motivating able employees who
want to serve customers well.
Internal mktg To:
Marketing department
Senior management
Other departments
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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 enhancingindividual and societal well-being.
Consider the collective needs of society as well as customer
desires and the organizations profits.
Society.. #1 (Human welfare)
Consumers ..#2 (Want satisfaction)
Company .#3 (Profits)
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(5) THE SOCIETAL MARKETING CONCEPT
It is Marketing Concept (+) Societys well
being.
Balancing of following three considerations
while setting marketing policies :
-Customers want satisfaction
-Societys well being
-Companys profits