Marketing concept
A correct understanding of marketing concept is a study of
the evolved modern market determining the course of action thinking and doing
thing in a way marketing concept is
direct towards to a customer satisfaction ( marketing concept is a way of doing
thing in which the all the resource of an organization used to and mobilized to
create stimulate and satisfy customer ) this concept tell that marketing organization in future oriented customer oriented value oriented profit
oriented and used in to target the desire result
The organization structure that is the center of desire of
the consumer the company can only make what it can sell rather and marketing is
sell what firm makes
Marketing concept is an orientation or a philosophy
marketing concept is an integration of marketing activities direct towards
customer satisfaction
Evolution of marketing concept
Marketing has
gone through tremendous change due to the changing market and continues
developed market that has make the marketing philosophy evolved from time to
time from Industrial revolution of 18th and 19th
centuries and the service market of 20th centuries
1 product orientation philosophy
2sales orientation philosophy
3customer orientation philosophy
4social orientation philosophy
(1)Production orientation philosophy : in 1920s to 1940s the
firm is under the impression that what can firm produce can sell and there no
need for promotion and marketing .This marketing concept was built that a “good
product don’t need good promotion” the product is good and it has a reasonable
price brand than there is no need for the marketing effort promotion
Product >> sales
Anything can
be sold that can be produce and the firm don’t want to increases price for
promotion efforts (under this the product is the starting point and there is no
planning and marketing where the product is produce under the impression of
product well sell after it produce)
(2)Sales orientation philosophy: the failure of the production concept caused
the look of new orientation in these stage the product is no good product if
the customer don’t know about the
product in this stage the firm use its
Aggressive salesmanship
Effective sales promotion
Advertising and public
The firm use salesman ship to adverting and to move the
product of the firm “ goods are not bought but sold “ the product is sold only
when the product is showed in the market no matter how good may the product is
. It’s when the firm try to find the buyer for the product
Product >>
promotion >> sales
The sales orientation is mainly based in the promotion of
the product and achieve the sales
(3)customer orientation philosophy: this concept was brought
into play in 1950s and the fundamental task of business it is when the firm try
to understand the customer needs wants desires and values of potential consumer
.In the customer oriented the stating point is consumer before the production
where the consumer specification are met totally
the customer orientated concept tell that the firm should produce only
the product that the consumer has need understanding the consumer needs the
firm have the long term goal and profit rather than a quick sale
customer >> marketing
research >> product >> promotion >> sales
It’s where the customer is treated as the king of the market
(4)Social orientation philosophy: this market concept formed in
1970s to 1980s according to this concept which try to understand more than consumer
needs this social orientation focus on the consumer welfare and social welfare
the social welfare is all about the pollution free environment and the quality
of human life EXAMPLE ( the firm not only produce the car but the fuel
efficient car ) the firm try to understand the customer social responsibility
and try to divide them to give the product according to their needs
The firm not only produce the product wanted by the customer
but the product which is match the customer social life EXAMPLE ( the firm
produce line of automobile cars from luxury to fuel efficient ) and the customer buy what
suitable for the social and daily usage
Social concept is more than understanding the customer but
understanding the customer social states buying power which play an important
roal in the consumer decision making
Customer >> marketing research>> product
>> promotion >> sales
