Marketing and Marketing management Philosphy

1                                                                                                      Marketing

Marketing is an organizational function and a set of process for creating , communicating and delivering value to customer and for  managing customer relationship in ways that benefits the organization and its stake holder . Definition given by American Marketing Association

Marketing Management Philosophies:

There are four type of marketing management philosophy which influences entire marketing process of an organization. They are mentioned as below :

a)      Production Orientation

b)      Sales  Orientation

c)       Market Orientation

d)      Societal Marketing Orientation

a)      Production Orientation :-

 A Production Orientation is a philosophy that focuses on the internal capability of the firm rather than need and desire of market place. In this philosophy , an organization focus on available resource with them and product or service which is convenient to make or deliver with available resource rather then what is current need , desire and demand of market .

A Production Orientation falls short because it does not consider whether the goods and service that the firm produces most efficiently also meets the needs of the  market philosophy .

A product orientation  firm can survive and prosper when competition is weak or demand exceeds supply .But in order for firm to succeed in competitive market , it must have clear understanding of needs and demand of market place and then produce according to required condition , rather then putting it focus on what company management thinks should be produced .

b)      Sales Orientation

A Sales Orientation is based on the ideas that people will buy more goods and service if aggressive sales techniques are used and that high sales result in high profit .

Main problem with sales oriented firm is lack of understanding of the needs and wants of the marketplace. Sales-oriented companies often find that, despite the quality of their sales force , they cannot convince people to buy goods or services that are neither wanted nor needed.

c)       Market Orientation

Market Orientation Philosophy states that the social and economic justification of an organization’s existence  is the satisfaction of customer wants and needs while meeting organization objective .

It is based on an understanding that a sales does not depend on an aggressive sales force , but rather on a customer’s decision to purchase a product .

The marketing concept includes the following :

·         Focusing on customer wants and needs so that the organization can distinguish its products from competitor offering .

·         Integrating all the organization’s activities , including production , to satisfy these wants .

·         Achieving long term goals for the  organization by satisfying customer wants and needs legally and responsibly .

D) Societal Marketing Orientation

Societal Marketing Orientation Philosophy states that an organization exist not only to satisfy customer wants and needs and to meet organizational objective but also to preserve or enhance individuals’ and society’s long term best interests .