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Week 4 - Marketing Concept Orientation

This document discusses six marketing philosophies: production, product, selling, marketing, societal marketing, and holistic marketing. It explains that organizations have moved through different eras focused on production, products, selling, and marketing based on market conditions. The key differences between selling and marketing are outlined, with selling focused on the needs of the seller and marketing focused on satisfying customer needs and wants. Holistic marketing takes a strategic approach looking at all marketing efforts as a whole to develop an integrated marketing plan.

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NURAIN HANIS BINTI ARIFF
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105 views32 pages

Week 4 - Marketing Concept Orientation

This document discusses six marketing philosophies: production, product, selling, marketing, societal marketing, and holistic marketing. It explains that organizations have moved through different eras focused on production, products, selling, and marketing based on market conditions. The key differences between selling and marketing are outlined, with selling focused on the needs of the seller and marketing focused on satisfying customer needs and wants. Holistic marketing takes a strategic approach looking at all marketing efforts as a whole to develop an integrated marketing plan.

Uploaded by

NURAIN HANIS BINTI ARIFF
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Dr.

Hilmi Masri
PhD Built Environment
MSc. Urban Development
Bachelor Estate Management (Hons)
Diploma Estate Management
 Six marketing philosophies underpin
marketing management.
 Each marketing philosophy corresponds to a
particular marketing concept and situation
applicability.
 Organisations have moved through several
eras with a changed emphasis on the
marketing focus.
 Production (Dominant era:1870 to 1920s)
 Product concept
 Selling concept (Dominant era: During the
great depression in the 1920s)
 Marketing (Emerging time: 1950s)
 Societal Marketing (Emerging time:1980s)
 Holistic Marketing
Production
 The focus is on producing products in great
numbers at a low cost.
 Organisations paid little attention to what
customers needed, but instead concentrated
on what the organisations themselves were
capable of producing.
 Producers concentrate on producing and
distributing more efficiently.
 This orientation is applicable when the
demand for a product is greater than the
supply.
Product Concept
 The concepts holds that consumers will buy
products that offer the most quality
performance and features.
 The underlying assumption is that ‘goods
products sell themselves’.
 The concentration was to make a bigger,
better or faster product without
acknowledging the consumers’ need.
 This orientation is suitable when the market
is highly competitive and there are many
similar products in the market.
Selling Concept
 With keener competition in the market,
manufacturers added new product lines and
customers had a greater selection.
 The concept now focused on the seller in the
belief that the more aggressive selling and
promotional effort made by the organisation.
 It based on assumption that products and
goods produced by an aggressive seller will
automatically sell.
 This orientation is useful when supply of
goods exceed demand.
Marketing
 This concept has evolved to where the focus
is on the needs of the buyer.
 The purpose in marketing is to satisfy the
needs and wants of the customers and then
therefore encourage sales.
 The situation applicability where fulfillment
of customers’ needs and wants are seen to
be an opportunity to increase market share.
Societal Marketing
 This is an extension of the marketing concept
where the emphasis is on social
responsibility.
 The marketers should not only consider
profits but also the effects which the
products or goods may have on the
consumers.
 The organisation now more conscious of
portraying a positive image of themselves.
Holistic Marketing
 The present concept focuses on relationship
marketing or customer relation marketing.
 This function is establish goodwill with the
customers so that they will return as a
repeat customers or at least introduce new
customers to the company.
 Holistic is a term used to describe a strategy
that enables marketer to look at the
marketing efforts as a whole , which in turn
helps develop an overall or ‘holistic
marketing plan’.
 The four components of holistic marketing
are:
1. Relationship marketing
2. Integrated marketing
3. Internal marketing
4. Performance marketing
The Differences Between Selling And Marketing
Selling
 Selling focuses on the needs of the seller;
 Selling emphasis on the product
 Selling converts seller’s product into cash
 Selling emphasis the exchange aspect
without caring for the value satisfaction
 Selling views business as a goods producing
process
 In selling cost determines price
 Selling more towards internal company
orientation
 Selling emphasis is on how selling
 Selling views the customer as the last link in
the business
 In selling profit through sales volume
 Sales is primary motive
 Selling involve push strategy
 Selling concepts takes an inside –out
prespective
 Selling lets the buyers beware
 Selling is part of marketing
 Selling comes after the production and ends
with delivery of the product and collection of
payment
Marketing
 Marketing focuses on the needs of the buyer.
 Marketing emphasis on the customer’s
wants.
 Marketing satisfies the needs of the
customer by means of the product,
delivering and consuming.
 Marketing emphasis the value satisfaction
should flow to consumer from the exchange.
 Marketing views business as a customer
satisfying process.
 In marketing consumer determines price.
 Marketing more towards external market
orientation.
 Marketing emphasis on product, promotion
pricing and distribution.
 Marketing views the customer as the very
purpose of the business
 In marketing profits through customer
satisfaction.
 Customers satisfaction is primary motive
 Marketing is more pull than push
 Marketing concept takes an outside in
prespective
 Marketing assumes lets the sellers beware
 Marketing is more to the management and
activities such as marketing research
marketing mix etc.

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