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Name: Katira Farrow
Marketing Management Orientations
The book outlines on pages 10 – 12 the FIVE Marketing Management Orientations;
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing
Write the definition for each of the 5 Marketing Management
Orientations below.
Production Concept: When a product has something that is very liked by the population and its
customers. They should take advantage of this and focus on making their production of these items
more efficient.
Product Concept: Having a product concept is having a product that offers the customer the three
things they would seek in a product. That it works well, can advance in the future and is of good
Selling Concept: Being able to identify how your product will be sold. Different products must be
approached in different ways, such as life insurance. People will not seek out to buy this, so you would
have to go to them.
Marketing Concept: Marketing Concept is finding something that the customer really wants and
needs. Something innovative like the line of iPhones is an example of how it turned from being able to
contact someone to a total new invention. Something that contained everything a person needed in
one hand held device.
Societal Marketing Concept: Societal Marketing is trying to target a product that society needs as a
whole. Not something they necessarily want, but something basic like water is a need and not want.
Based on the following situations select the most appropriate
Marketing Management Orientation
1. A discount cola brand that focuses on the efficiency of production
and low labor costs to deliver a highly competitive product to the
market place
Production Concept
2. Progressive Insurance launches a nationwide campaign to promote
the value of purchasing Progressive Auto Insurance.
Selling Concept
3. When Apple identified that consumers where not interested in a
compact disc player and were more interested in a portable music
device, they were most likely implementing this Marketing
Management Orientation.
Marketing Concept
4. Sony focused intensely on creating a better compact disc player by
continuously improving the product, adding more features and
building an overall better compact disc player.
Product Concept
5. Dawn recently launched a campaign that will donate a dollar from
every purchase of Dawn Dish Washing Detergent to save wildlife.
Societal Concept
6. Acer computers segmented the computer market and decided to
target a market that values an extremely competitive price.
Production Concept
7. A life insurance company recently hired an additional 10,000 sales
reps across the United States.
Selling Concept
8. Craftsman has been at the forefront of product innovation for tools
and hardware for the past 20 years.
Product Concept
9. Canon realized that consumers were not really looking for a better
film camera and were more interested in a camera that could
capture and store rich high quality images.
Marketing Concept
10. Gap has announced a national marketing campaign called Product
Red. A percentage of sales of these products is donated to end
hunger in Africa.
Societal concept