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8/11/2019 Orientations Of Marketing
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M RKETING
ORIENT TION
Shubham Mehotra
Shitansh NigamShikha Gupta
Vidhi Sharma
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MARKETING
Marketing is an human activity directed to satisfying needs
and wants of an individual or group through an exchange
process.
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MARKETING
ORIENTATIONMarketing Orientation is an approach in which business
reacts to what customers want. It tells the direction in
which the company is moving differently from anothercompany.
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P
RODU TION
ON EPT
This concept assumes that customers will favour products that
are available and highly affordable and that management should
therefore; focus on increasing production and distribution. Most
of producers believe that the customers prefer only low priced
products and so they concentrates on large scale production to
reduce the cost
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QUALITY PRODUCT AT AFFORDABLE PRICES
CAN SELL THEMSELF
KEEP COST OF PRODUCTION MINIMUM
FOCUS ON PRODUCTION AND
DISTRIBUTION
LOW PRICE AND WIDE AVAILIBILTY
PHILOSPHY
OBJECTIVE
HOW?
ELEMENTS
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PRODU T ON EPT
The idea is that consumer will favor products that offer the
most quality, performance, and features and that the
organization should therefore devote its energy to making
continuous product improvements.
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A PRODUCT WITH GOOD FEATURES IS BOUNDTO BE SUCCESSFUL.
CONCENTRATE ON PRODUCT EXCELLENCE
PRODUCT IMPROVEMENT
QUALITY INOVATIVE FEATURES AND WIDEAVAILABILTY
PHILOSPHY
OBJECTIVES
HOW?
ELEMENT
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Firm makes the product first and then figures how to sell it
and make profits.
Sales is always preoccupied in the mind of the seller.
Aggressive selling and promotion tactics.
View business as a goods producing process.
Cost determines the price.
No care for the value satisfaction of customer.
Stays with the existing technology and tries reducing the
cost of production.
This constitutes the Marketing Myopia.
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Focuses on needs of the buyer.
Seeks to cover consumer needs into products.
Views business as consumer satisfying process.
Primarily care for the value satisfaction of the customer.
Consumer determines the price, price determines the cost.
Emphasis on innovation in every sphere.
Maximize profit through increased consumer satisfaction
and hence higher market share.
Builds long lasing consumer relationships.
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MARKET
CUSTOMERNEEDS/
VALUES
INTEGRATEDMARKETING
PROFITSTHROUGH
CONSUMERSATISFACTION
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CUSTOMER
CONCEPT
Marketing concept Customer concept
Today many companies are moving beyondmarketing concept to the customer concept ,growing
number of todays companies are now shaping
separate offers ,services and messages to individual
customers. By building high customer loyalty andfocusing on customer lifetime value they hope to
achieve profitable growth.
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deals with all aspects of acquiring,keeping and growing customers
Customer retention and customerloyalty
Relationship building blocks
increase consumer lifetime value
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EX MPLE
Dilip chhabria is well known car designer. His company Dilip
Chhabria design pvt. Ltd customizes car as per customerrequirements. He has designed Vanity Van for many stars such
as Sanjay Dutt, Shah Rukh Khan. He has also designed the car
used in the movie Taarzan: The Wonder Car. In 2010 he designed a
special version of Tata Nano.
http://en.wikipedia.org/wiki/Sanjay_Dutthttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Taarzan:_The_Wonder_Carhttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Taarzan:_The_Wonder_Carhttp://en.wikipedia.org/wiki/Taarzan:_The_Wonder_Carhttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Sanjay_Dutthttp://en.wikipedia.org/wiki/Sanjay_Dutt8/11/2019 Orientations Of Marketing
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SOCIET L M RKETING
Societal marketing is an approach that a companies take when
they are socially responsible.
Society
(human welfare)
Consumers
(want satisfaction)
Company
(profit)
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D
EFINITION
SOCIETAL MARKETING
SUSTAINABLEDEVELOPMENT
CORPORATESOCIAL
RESPOSIBILITY
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EXAMPLE
Body shop is a cosmetic company found by ANITA
RODDICK . The company uses only plant based materialsfor its products. It is againstAnimal testing, supports
community trade, activate Self Esteem, Defend Human
Rights, and overall protection of the planet. Thus Body shop
is really following the concept of Societal Marketing.
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HOLISTICMARKETING
It not only consider the fact that customers have varyingrequirements but also to individual customers.
This approach takes into consideration all the various
stakeholder of a business.
It is a marketing philosophy that believes everything matters
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HOLISTIC
MARKETING
INTERNAL
MARKETING
INTEGRATED
MARKETING
SOCIETAL
MARKETING
RELATIONSHIP
MARKETING
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INTERNAL MARKETING
It is based on the theme that employees are the internal customersof the firm. It is also about maintaining harmony and co-ordination among various activities in the organization.
INTEGRATED MARKETING
Its goal is to make all aspects of marketing communication workstogether as a unified force rather than work in isolation.
Eg. Use of mobile phone advertising.
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RELATIONSHIP MARKETING
It is about building relationships with all those who can effect thefirms success or capable of adding value to it at any level.
It suggests not only building relationship but also enhancing themover the time.
SOCIAL RESPONSIBILITYMARKETING
It suggests that marketing should consider ethics, society lawsand the environment while designing activities.
Eg. Advertising of alcoholic drinks at late night televisionprogramming.
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