Strategic management Lessen 1 2 Marketing Management Orientation

Strategic management Lessen 1 -2 Marketing Management Orientation

Marketing Management Orientation The production concept The product concept The selling concept The marketing concept The social marketing concept

Marketing Management Orientation The Production Concept The production concept holds that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. This concept is one of the oldest orientations that guides sellers.

Marketing Management Orientation The Product Concept Product quality improvement are important parts of most marketing strategies. Consumers will favor products that offer the most in quality performance and innovative features.

Marketing Management Orientation The Selling Concept The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort

Marketing Management Orientation The Marketing Concept The marketing management philosophy that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do.

Marketing Management Orientation/the selling concept 1 - Start from factory 2 - Focus on exiting product 3 - Means are selling and promoting 4 - Ends are profits through sales volume

Marketing Management Orientation/the marketing concept 1 - Start from the market 2 - Focus on customer needs 3 - Means are integrated marketing 4 - Ends are profits through customer satisfaction

Marketing Management Orientation The Marketing Concept - Start from market - Focus on customer needs - Means are integrated marketing - Ends are profits through customer satisfaction

Marketing Management Orientation The societal marketing concept the societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and the society’s well-being

Marketing Management Orientation Three considerations underlying the societal marketing concept Society (human welfare) Company (profits) Consumers (want satisfaction)

Definition of marketing The marketing process: 1 - Understand the market place and customer needs and want 2 - Design a customer-driven marketing strategy 3 - Construct an integrated marketing program that delivers superior value 4 - Build profitable relationships and create customer delight 5 - Capture value from customers to create profits and customer equity