MARKETING MANAGEMENT
PART 2: Marketing Management satisfactions more effectively and
efficiently than rivals. Unexpectedly,
this idea is a more recent corporate
Topics: theory.
a) Marketing Management Philosophies
b) Marketing Challenges The Selling & Marketing Concepts
c) Eight Demand States Are Possible Contrasted
d) Structure of Flows in A Modern Exchange Starting
Economy Point Focus Means End
e) Key Customer Markets
f) Marketplaces, Marketspaces, and Factory
Existing Selling & Profit through
Products Promoti sales volume
Metamarkets ng
The Selling Concept
A. Marketing Management Philosophies
Profit through
▪ Marketing management: performs tasks Market Customer Integrated
customer
needs market
to achieve desired interactions with saticfaction
target markets (Kotler et al., 1999). The Marketing Concept
▪ There are five alternative concepts
o The Societal Marketing Concept:
under which organizations conduct their
that it is important for the company
marketing activities: (Kotler et al., 1999).
to identify its target markets' needs,
o The production concept: the idea
wants, and interests. Then, it must
that since consumers want readily
outperform rivals in delivering the
available and reasonably priced
desired satisfactions in a way that
goods, management should
preserves or enhances both the
prioritize increasing production and
welfare of the customer and society.
distribution efficiency.
o The Product Concept: believing that
Three Considerations Underlying
a business should focus its efforts
The Societal Marketing Concept
on making ongoing product
upgrades because consumers will Society
(Human Welfare)
favor items that offer the highest
levels of quality, performance, and
new features.
o The Selling Concept: that unless the
company makes a significant effort
to market and sell its items, people Social
Marketing
won't buy enough of them.
Concept
o The Marketing Concept: According to
the marketing concept, Consumers Company
(Profits)
accomplishing organizational goals (Want Satisfaction)
depends on identifying target
markets' requirements and wants
and providing the needed
1
PART 2: Marketing Management satisfactions more effectively and
efficiently than rivals. Unexpectedly,
this idea is a more recent corporate
Topics: theory.
a) Marketing Management Philosophies
b) Marketing Challenges The Selling & Marketing Concepts
c) Eight Demand States Are Possible Contrasted
d) Structure of Flows in A Modern Exchange Starting
Economy Point Focus Means End
e) Key Customer Markets
f) Marketplaces, Marketspaces, and Factory
Existing Selling & Profit through
Products Promoti sales volume
Metamarkets ng
The Selling Concept
A. Marketing Management Philosophies
Profit through
▪ Marketing management: performs tasks Market Customer Integrated
customer
needs market
to achieve desired interactions with saticfaction
target markets (Kotler et al., 1999). The Marketing Concept
▪ There are five alternative concepts
o The Societal Marketing Concept:
under which organizations conduct their
that it is important for the company
marketing activities: (Kotler et al., 1999).
to identify its target markets' needs,
o The production concept: the idea
wants, and interests. Then, it must
that since consumers want readily
outperform rivals in delivering the
available and reasonably priced
desired satisfactions in a way that
goods, management should
preserves or enhances both the
prioritize increasing production and
welfare of the customer and society.
distribution efficiency.
o The Product Concept: believing that
Three Considerations Underlying
a business should focus its efforts
The Societal Marketing Concept
on making ongoing product
upgrades because consumers will Society
(Human Welfare)
favor items that offer the highest
levels of quality, performance, and
new features.
o The Selling Concept: that unless the
company makes a significant effort
to market and sell its items, people Social
Marketing
won't buy enough of them.
Concept
o The Marketing Concept: According to
the marketing concept, Consumers Company
(Profits)
accomplishing organizational goals (Want Satisfaction)
depends on identifying target
markets' requirements and wants
and providing the needed
1
