marketing concept

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 18^th and 19^th centuries and the service market of 20^th 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

Project Identification

Project Identification

The enterprise largely depend on the idea and success and failure of the firm largely depend on the project (project is an idea or a seed that can grow as big and successful for the enterprise ) Identification the product and working on the product is important for the growth of the enterprise

Project is a distinct mission that design to achieve understanding the project and developing with in time budget consideration

The completion of the project depend on  

• A course of action

• Clear objectives

• Limitation ( Budget , time frame)

• Profit mark 

Project Identification 

               Every enterprise have a question that the which project to select meet the market demand (project have a market) without knowing the project can’t determine the market. Project selection should base on the demand in the market knowing the market that it easy to tell the project market value

The project selecting process start with the generation of project idea In order to select the most promising project 

  (1)Knowledge of potential customer Trend and demand of certain project

 (2)Recognizing the market

 (3)Market potential to take new project or improving the old ones

 (4)Analysis the computation (heavy compaction kill the project)

 (5)Market share that the can be reached and dominated by the computer

 (6)Government policy

 (7)Restriction on the project , that are harm full

Project selection start from where the project identification end the project idea should be analyzed properly to meet the government and economic condition need to successfully plan the idea to achieve

When the project is selected

Can the enterprise perform the project effectively

The profit in the project measured in (net profit .Gross profit)

The project life cycle

The project should be measured with profit generation and the life cycle of the project

                  Big project high risk on the stake and they can’t be make profit if the life cycle is big

                  Small project can run long with little cost

Selecting a project should base on the project run and the profitability of the project 

Life cycle of the project  :

                                                               When the project has been selected the life cycle of the project began from introduction to planning Monitoring /controlling and eliminating of the project  when the project  has been completely finished

First Initiating of the project when the project has being to to take off after the selection introduction with properly which help the project to get recognizing   with proper marketing planning to take off successful

Planning the project to meet the certain requirements to get the desired result plan should be based on the budget time frame and the profit measure most of the time the planning is ignored due to save time but planning logistically save time

Executing it is the process where the project work began the work related to project  realized  at  these  stage who to do and the work should meet the requirement otherwise the plan should be revived 

 Monitoring & guiding  it’s when the project is running the manager remain in control and guide the project when there are facing problem  change in the middle or meeting the time frame is done in the monitoring 

 Closure is where the the closing stage of the project  closing stage is important because many project don’t have clear finishing stage which creating the project continue even the project is finished

Product Planning

    PRODUCT PLANNING & DEVELOPMENT                              

The product planning is a marketing strategy that the firm use to find out the consumer needs and wants before the firm develop a product for the market ( all the enterprise run the risk of adding a product to the market that the market has no need of ) The product planning seeks to minimize these risks through careful by studying the marketing potential 

                     Adjusting of product to meet the needs of the markets is product planning .It is a technique applied to creation, development and marketing a new product and plan to make maximize profitability

when a producted is done the question arises what ? ' how much it cost ? when it'll launched ? quality ?

It's the proposes to match the production of the company to the requirement of consumer
 

  prof " Dale Littler,

                " product planning involves devising procedures to evaluate the performance or product and planning the modification where necessary of existing products aimed at extending their lives "

In a nutshell product planning is that crucial task concentrating on development and introduction of new products modification of the existing one to meet change needs of consumer and dropping altogether marginal or unprofitable products

The objective of product planning 

(1) Consumer needs :

                                                 The product planning is try to understand the consumer need so the product which developed by the firm can survive in the market. Consumer satisfaction is important to achieve the target sales for the firm meeting there demand is the priority of the product planning to give the firm the idea they need to develop a product for the market they are targeting

(2) Optimistic use of resource :

                                                                          The product planning give the optimistic use of resource of the firm for developing the product the planning the product involve in the resource which the firm can save the production cost

(3) Survival of the firm :

                                                         It's a strategy that allow the firm to survive in the market by targeting the consumer the firm can survive for long in the market product planning give the firm the idea of market wants and needs the firm can develop the product that the market needs the firm can achieve the targeted audience in the the market from product planning

(4) Sales increase :

                                            Understanding market is one thing but give the market what it want in a another thing

the market trend change time to time but the firm cant stick with it's one product The product planning give the firm the different wants of the firm which the firm can reach out to a large consumer audience

(5) Computation in the present market :

                                                                                                 There are many firm selling the same product in the market and they percentage of share in the market if the market is ready to take new product or the market is looking for the new product

heavy computation is a heavy burden on the firm computation kill the product before it reach it's target audience the product planing look for the computation and the product what they offer and what price they offer is the product better than ours and there quality before making decision in developing of the product

marketing is a very vast concept it been too large to understand perfectly the consumer desire change and his needs change along with keeping up with the market change is perfect way of firm survival the new consumer won't buy the same product the last consumer did the cycle of change which never stops

Concept of product planning

• product innovation
• product diverfication
• product standardization
• product elimination

The innovation is very essential to survive in the present market there are heavy computation where the firm or industry unable to innovate a new product or fail to see the product potential the firm won't last long ( innovation is a idea doing different from other even having the same product and in the same market nut offering the product at the low price, promotion .But ever Change is not innovation )

         professor Peter Drucker,

                          " innovation will change the consumer's wants, create new ones, extinguish old ones, create new ways of satisfying his wants, changing his concept of value or make it possible to give him greater value satisfaction"

 diversification bring stability to the business it'll like putting eggs in different baskets which dividing the risk in a way if the one product fail the another will survive product diversification is a risk that firm should decide to take but the reward will be greater in the product diversification .Standardization is more on the quality of the product the product have a better quality durability and the consumer it will target is also considers before standardization the product

product elimination is the stage where the product no longer have the market to sales it's the stage where is removed from the production facility in the market in no longer consuming the product means the product have decline in the sales and demand it's up to the business to decide to keep the product in the market or eliminate the product it's the last stage of the product ( product survival also depend on the consumer loyalty to words it's brand )

                                                                                                                                                                            


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