Orientations Of Marketing

8/11/2019 Orientations Of Marketing

1/39

M RKETING

ORIENT TION

Shubham Mehotra

Shitansh NigamShikha Gupta

Vidhi Sharma


2/39

MARKETING

Marketing is an human activity directed to satisfying needs

and wants of an individual or group through an exchange

process.


3/39

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.


4/39


5/39

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


6/39

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


7/39


8/39


9/39

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.


10/39

A PRODUCT WITH GOOD FEATURES IS BOUNDTO BE SUCCESSFUL.

CONCENTRATE ON PRODUCT EXCELLENCE

PRODUCT IMPROVEMENT

QUALITY INOVATIVE FEATURES AND WIDEAVAILABILTY

PHILOSPHY

OBJECTIVES

HOW?

ELEMENT


11/39


12/39

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.


13/39


14/39


15/39

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.


16/39

MARKET

CUSTOMERNEEDS/

VALUES

INTEGRATEDMARKETING

PROFITSTHROUGH

CONSUMERSATISFACTION


17/39


18/39

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.


19/39


20/39

deals with all aspects of acquiring,keeping and growing customers

Customer retention and customerloyalty

Relationship building blocks

increase consumer lifetime value


21/39

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_Dutt


22/39


23/39


24/39


25/39


26/39


27/39

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)


28/39

D

EFINITION

SOCIETAL MARKETING

SUSTAINABLEDEVELOPMENT

CORPORATESOCIAL

RESPOSIBILITY


29/39

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.
http://en.wikipedia.org/wiki/Animal_testinghttp://en.wikipedia.org/wiki/Animal_testing


30/39


31/39


32/39

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


33/39

HOLISTIC

MARKETING

INTERNAL

MARKETING

INTEGRATED

MARKETING

SOCIETAL

MARKETING

RELATIONSHIP

MARKETING


34/39

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.


35/39

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.


36/39


37/39


38/39


39/39

Documents

Orientations Of Marketing