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 .
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