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Company orientations
towards the marketplace
By Jyoti Sikka, S.S.C.B.S.
Presentation Outline
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Production concept
Product concept
Selling concept
Marketing concept
Holistic marketing concept
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Relationship marketing
Integrated marketing
Internal marketing
Socially responsible marketing
Production Concept
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Consumers favor products that are
available and highly affordable
Improve production and distribution
Focus On Manufacturing (D>S)
Goal: Produce All That Is Possible
Product Concept
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Assumption: Consumers favor products that
offer the most quality, performance, and
innovative features
Focus on Manufacturing (D>S)
Means: Make quality products
“You can have any color you want as long as
it’s black.”
“Make the best product you can and people
will buy it.”
“Build a better mousetrap”
Selling Concept
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Mid-1920s–early 1950s: weakened demand
required that products would have to be
“sold.” (personal selling, advertising, and
distribution was the focus)
Focus on selling existing products (D=S)
Means: Aggressive Sales & promotion
Goal: Maximize Sales
“Sell this inventory no matter what it takes.”
“You don’t like black? I’ll throw a set of
glassware.”
Marketing Concept
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Early 1950s–2000s: adopting a customer
focus means a commitment to researching
and responding to customer needs.
Long-Run View
Consumer want focus
Integrated planning and feedback
Adapt to the environment
Selling versus Marketing
Selling
Starting
point
Factory
Focus
Product
Means
Selling &
promoting
Ends
Profits through
sales volume
Marketing
Target
market
Customer
needs
Integrated
marketing
Profits through
customer satisfaction
Marketing is not synonymous with “sales” or “advertising”.
Holistic Marketing Concept 1
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Relationship Marketing
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Developing Marketing Networks
Using CRM
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is “the overall process of building & maintaining
profitable customer relationships by delivering superior
customer value and satisfaction.” (Kotler, 13ed 2006)
Using information to create marketing strategies that
develop and sustain desirable customer relationships
Establishing long-term, mutually satisfying buyer-seller
relationships allowing for mutual dependency
Holistic Marketing Concept 2
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Integrated Marketing
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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)
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traditional approach- McCarthy 4P’s
Robert Lauterborn- 4C’s
Holistic Marketing Concept 3
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Internal Marketing
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External Customers
Internal Customers
Marketing Strategy
Marketing Implementation
Internal Marketing
Program
External Marketing
Program
Marketing Mix
Marketing Mix
Target Groups Within
the Organization
Customer Groups or
Target Markets
Holistic Marketing Concept 4
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Social responsibility Marketing
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Act socially responsibly; consider
the ethical consequences of one’s 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 organization’s profits. (Bell&
Emory,1971 JM)
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Society..…… #1 (Human welfare)
Consumers ..#2 (Want satisfaction)
Company ….#3 (Profits)
QUESTIONS ??????