Company Orientations Chapter One in KOTLER

Marketing as an Equal Function

(1) THE PRODUCTION CONCEPT

Company

Produce

Produce more & more Consumers Practically sells itself

THE PRODUCTION CONCEPT

Consumers will favour those products that are widely available and low in cost. Therefore increase production and cut down costs. 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.

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.

Marketing as the Major Function

(2) SELLING CONCEPT

Aggressive selling & promotion efforts Sell

Consumers

Sales as primary function

THE SELLING CONCEPT

Consumers , if left alone , will not buy enough of companys products. Therefore, promote sales aggressively. Build profit through quick turnover.

The Customer as the Controlling Factor

(4) MARKETING CONCEPT

Consumers

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.

THE HOLISTIC MARKETING CONCEPT

The Customer as the Controlling function Marketing as the Integrative function

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 by delivering superior customer value and satisfaction with key parties customers, suppliers, distributors, and other marketing partners.

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

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

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.
Society.. #1 (Human welfare) Consumers ..#2 (Want satisfaction) Company .#3 (Profits)

(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