LEARNING OUTCOMES:
After studying this unit you will be able to explain:
Orientation to markets
Production orientation
Sales orientation
Marketing orientation (pure marketing concept)
Societal marketing orientation
Relationship marketing
Orientation to Markets
LEARNING OUTCOMES:
After studying this unit you will be able to explain:
Orientation to markets
Production orientation
Sales orientation
Marketing orientation (pure marketing concept)
Societal marketing orientation
Relationship marketing
INTRODUCTION:
Marketers need to be good at building relationships with customers, others
within the organization, and external partners. To do this effectively, they best
understand the great environmental forces that surround all of these
relationships. The actors and forces outside of marketing that have an impact on a
company's ability to develop and maintain successful relationships with target
customers are referred to as the marketing environment. Successful organizations
, understand the importance of constantly observing and adapting to the changing
environment.
Marketing Management Orientations
The production concept is that consumers prefer products that are
available and very affordable. Increasing the efficiency of production and
distribution is a top priority for management. The production idea might
result in marketing blindness.
The selling concept states that unless it makes large-scale sales and
promotion efforts, consumers will not buy enough of the company's
products. This concept is typically practiced with non-demand goods that
buyers don't normally think about buying. Most companies practice the
sale concept when faced with overcapacity. Not only is sales to end users
emphasized, but middlemen are also encouraged to more aggressively
promote (promote) a manufacturer's products. The biggest deficiency is a
lack of understanding of the needs and wants of the market. Mail order and
doorstep sellers ignore most of these orientations.
The marketing concept states that achieving corporate goals depends on
knowing the needs and desires of the target markets and delivering the
desired satisfactions better than the competition. This concept is customer-
centric. For a marketing-oriented retailer, the following aspects are
important: sales message, product price, product quality, product
packaging and distribution, and the marketing information that consumers
receive through advertising. This marketing orientation led to the
development of the pure marketing concept, which is an ethical code by
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