Marketing hastwofacets
Itis aphilosophyanattitudea perspective or a managementorientationthatstressescostumersatisfaction Secondmarketingisanorganic
palfunctionandasetofprocessesusedtoimplementthisphilosophy
Marketingistheprocess
forcreatingcommunicating delivering andexchangingofferingsthathavevalveforcustomersclients
Partners
and a societyatlarge
Marketingentailsprocessthat
focusondeliveringvalueandbenefits customersnot to justsellinggoodsservicesandfor
ItUses communication distribution andpricingstrageties toprovide costumesandotherstockholderswiththegoodsservicesideas
theydesirewhenandwheretheywantthem
Valvesandbenefits
Onedesiredoutcome of marketing is an exchange peoplegivingupsomething inordertoreceive
Something elsetheywouldratherhave
Ahexchangecantakeplaceonly ifthefollowingfiveconditions exist
I Theremustbeatleasttwoparties
2 Eachpartyhassomethingthatmightbe ofvaluetotheotherparty
3 Eachparty is capableofcommunication anddelivery
iiiiiiiiiiiiiiiiiian
5 Eachpartybelievesit is appropriate ordesirabletodealwiththeotherparty
tobepossible Forexample supposeyouplacean advertisementinyourlocalnewspaperstatingthatyourused
automobileis forsale at a certainprice
Notice
thatmarketingcanoccureven if anexchangedoesnotoccur
1 2 Marketing Management philosophies
Four competingphilosophiesstronglyinfluence an organizations marketing process
Production
Sales
Market
Societal
marketing orientations
, y 1 s
A productionorientation is a philosophythatfocuses ontheinternal capabilities outtheFirmratherthan
thedesiresandneeds of themarketplace
Whatwecandobest
Whatcanourengineersdesign
Whatiseasytoproduce given ourequipment
Whatservices aremostconvenientforthefirmtooffer
A productionorientationcan
fallshortif itdoesnotconsiderwhetherthegoodsandservicesthatthefirm produces
mostefficientlyalsomeettheneedsofthemarketplaceOn
theotherhand sometimeswhatafirmcanbestproduceisexactlywhatthe
marketwants
éitcan
Applehas a historyofproductionorientation creatingcomputersoperatingsystemandothergadgetrybecáis
andhopingtoselltheresult
12bSales Orientation
A orientationisbased
Saules
on thebeliefthatpeoplewillbuymoregoodsandservices if aggressivesalestechniquesareused
andthathighsalesresultinhighprofits
Thefundamentalproblemwith a productionorientation is alackof understanding oftheneedsandNa
ofthemarketplaceDespitethequalityoftheirsalesforcetheycannotconvincepeopletobuygoodsorservicesthatareneith
Wanted norneeded
Examples
of a sale Orientedbusiness
Common
forbusinesssessellingproducts orservicesinhighlycompetitivemarkets
thattendtouse a salesorientation
Industries
1theinsuranceindustry
Companycreatestheproductsand
thensellthemthroughrepresentatives andothersalestechniquesInsures
advertising
is a productthatmostconsumersfeelisnecessary andit requires a salesorientationtoeducateanddrive
purchasesfromconsumers
Itis aphilosophyanattitudea perspective or a managementorientationthatstressescostumersatisfaction Secondmarketingisanorganic
palfunctionandasetofprocessesusedtoimplementthisphilosophy
Marketingistheprocess
forcreatingcommunicating delivering andexchangingofferingsthathavevalveforcustomersclients
Partners
and a societyatlarge
Marketingentailsprocessthat
focusondeliveringvalueandbenefits customersnot to justsellinggoodsservicesandfor
ItUses communication distribution andpricingstrageties toprovide costumesandotherstockholderswiththegoodsservicesideas
theydesirewhenandwheretheywantthem
Valvesandbenefits
Onedesiredoutcome of marketing is an exchange peoplegivingupsomething inordertoreceive
Something elsetheywouldratherhave
Ahexchangecantakeplaceonly ifthefollowingfiveconditions exist
I Theremustbeatleasttwoparties
2 Eachpartyhassomethingthatmightbe ofvaluetotheotherparty
3 Eachparty is capableofcommunication anddelivery
iiiiiiiiiiiiiiiiiian
5 Eachpartybelievesit is appropriate ordesirabletodealwiththeotherparty
tobepossible Forexample supposeyouplacean advertisementinyourlocalnewspaperstatingthatyourused
automobileis forsale at a certainprice
Notice
thatmarketingcanoccureven if anexchangedoesnotoccur
1 2 Marketing Management philosophies
Four competingphilosophiesstronglyinfluence an organizations marketing process
Production
Sales
Market
Societal
marketing orientations
, y 1 s
A productionorientation is a philosophythatfocuses ontheinternal capabilities outtheFirmratherthan
thedesiresandneeds of themarketplace
Whatwecandobest
Whatcanourengineersdesign
Whatiseasytoproduce given ourequipment
Whatservices aremostconvenientforthefirmtooffer
A productionorientationcan
fallshortif itdoesnotconsiderwhetherthegoodsandservicesthatthefirm produces
mostefficientlyalsomeettheneedsofthemarketplaceOn
theotherhand sometimeswhatafirmcanbestproduceisexactlywhatthe
marketwants
éitcan
Applehas a historyofproductionorientation creatingcomputersoperatingsystemandothergadgetrybecáis
andhopingtoselltheresult
12bSales Orientation
A orientationisbased
Saules
on thebeliefthatpeoplewillbuymoregoodsandservices if aggressivesalestechniquesareused
andthathighsalesresultinhighprofits
Thefundamentalproblemwith a productionorientation is alackof understanding oftheneedsandNa
ofthemarketplaceDespitethequalityoftheirsalesforcetheycannotconvincepeopletobuygoodsorservicesthatareneith
Wanted norneeded
Examples
of a sale Orientedbusiness
Common
forbusinesssessellingproducts orservicesinhighlycompetitivemarkets
thattendtouse a salesorientation
Industries
1theinsuranceindustry
Companycreatestheproductsand
thensellthemthroughrepresentatives andothersalestechniquesInsures
advertising
is a productthatmostconsumersfeelisnecessary andit requires a salesorientationtoeducateanddrive
purchasesfromconsumers
