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Marketing Orientations
Competitor emphasis
MINOR MAJOR
Customer emphasis
The Product Concept: Some other sellers are guided by the product
concept. The product concept holds that consumers will favor those
products that offer the most quality, performance, or innovative features.
Managers in these product-oriented organizations focus their energy on
making superior products and improving them over time. The product
concept leads to ‘marketing myopia’, a focus on the product rather than on
the customer’s need.
Customer needs/orientation:
Customer orientation is concerned with a careful and precise understanding
of needs of target market and definition of the needs from the target
market’s point of view.
Coordinated/integrated marketing:
Coordinated marketing means two things. First, the various marketing
functions – sales force, advertising, product management, marketing
research, and so on – must be coordinated among themselves. These
marketing functions must be coordinated from the customer point of view.
Second, marketing must be well coordinated with the other company
departments. Marketing does not work when it is merely a department; it
only works when all employees appreciate the impact they have on customer
satisfaction.
Profitability
The purpose of the marketing concept is to help organizations achieve their
goals. In the case of private firms, the major goal is profit; in the case of
nonprofit and government/public organizations, it is surviving and attracting
enough funds to perform their work. Now the key is not to aim for profits as
such but to achieve them as a byproduct of doing the job well. A company
makes money by satisfying customer needs better than competitors can.
Furthermore, marketers must be involved in analyzing the profit potential of
different marketing opportunities.
BBA 225 CDCE-University of Peradeniya
Figure 2.2 Selling Vs Marketing
MARKETING
SOCIETAL
MARKETING
CONCEPT
SELLING ORIENTATION
3
Factory Product Selling and Profit through
promoting sales volume
MARKETING ORIENTATION
CUSTOMER ORIENTATION
In the former socialist economies, marketing had a bad name, even though
some public-sector agencies carried on limited marketing research and
advertising. Today these economies are undertaking a major effort to
convert to market-driven economies. The challenge is enormous and this
conversion will take years if not decades to achieve. Countries in the West
and the Far East are giving economic aid, and multinationals are exploring
the potentially large market opportunities that lie in trading and investing in
the East Bloc countries.
Activity
a) Name 50 listed companies in Sri Lanka and try to identify which
business they engage in.
b) List 25 multinational companies in the world and the business they
engage in.
c) Make a list of multinational companies which are operative in Sri
Lanka.
d) Identify the nonprofit sector activities in Sri Lanka.
e) Name your best business organization in the world and in Sri Lanka
respectively. Explain why?
Additional Reading
www.cadillac.com
www.ama.org