This concept further elaborates the marketing approach to include consumer and society well being overall.
Environmental deterioration, resource shortage, explosive population growth, poverty, hunger etc are just a
few things in our society now. Marketing aims at delivering satisfaction more effectively and efficiently.
HOW MARKETING IS RESPONDING?
In view of the ensuring thing, marketing themes of the millennium are:
Relationship Marketing
Focusing on building long-term relationship with customers.
Customer-life-time Value
Regular delivery of product and its value at a reasonable price.
Customer Share
Offering product and services to existing customers on regular basis.
Individualizing
Treating customer individually on their merit.
Channels as partners
Making alliances with dealers as partners instead of traditional hostility.
The crux of the modern marketing is to develop the right product for the right people, at the right price, at
the right place and at the right time and with right services.
Wednesday, August 11, 2010
CONSUMER NEED
CONSUMER NEED
It is not always simple. It is difficult to correctly ascertain. A customer says. ‘I want an inexpensive car’ what
is he saying? He wants a car that is not expensive. So he needs a car but not expensive compared to his
income. Needs are
a. Stated need (an inexpensive Car)
b. Real need (wants a car which is lower in maintenance)
c. Unstated need (he wants a strong car)
d. Delighted need (he wants a road map of his country)
e. Secret need (he wants image in that car)
These are the series of his Need. Marketing job is to respond to all his needs. Marketers provide solution in
the shape of responsive marketing, anticipative marketing and creative marketing.
It is not always simple. It is difficult to correctly ascertain. A customer says. ‘I want an inexpensive car’ what
is he saying? He wants a car that is not expensive. So he needs a car but not expensive compared to his
income. Needs are
a. Stated need (an inexpensive Car)
b. Real need (wants a car which is lower in maintenance)
c. Unstated need (he wants a strong car)
d. Delighted need (he wants a road map of his country)
e. Secret need (he wants image in that car)
These are the series of his Need. Marketing job is to respond to all his needs. Marketers provide solution in
the shape of responsive marketing, anticipative marketing and creative marketing.
THE MARKETING CONCEPT
This concept holds that the key to organizational goals consists of company being more effective than
competitors in creating, delivering and communicating consumer value to the chosen target.
Marketing concept becomes clear in the following statements:
‘Find wants and fill them’.
‘You are the boss (Customer)’.
‘Have it in your way’.
competitors in creating, delivering and communicating consumer value to the chosen target.
Marketing concept becomes clear in the following statements:
‘Find wants and fill them’.
‘You are the boss (Customer)’.
‘Have it in your way’.
THE SELLING CONCEPT
This concept emphasizes on aggressive selling and high promotional back up. Selling, concept is
practical on what we call as ‘unsought goods’ such as insurance, encyclopedia etc. At most times, the selling
concept is practical by managers having uniqueness and overcapacity. Their aim is to sell what they can
make rather that what the market needs. The customer still may not fully like the product and have
what we calls ‘bad-mouth’. Bad mouth is when a customer talks not in favours of the product. Bad mouth
travels fast.
practical on what we call as ‘unsought goods’ such as insurance, encyclopedia etc. At most times, the selling
concept is practical by managers having uniqueness and overcapacity. Their aim is to sell what they can
make rather that what the market needs. The customer still may not fully like the product and have
what we calls ‘bad-mouth’. Bad mouth is when a customer talks not in favours of the product. Bad mouth
travels fast.
THE PRODUCT CONCEPT
This concept is that consumers will favor that product, which offers most quality performance and
innovative features. The managers of this concept focus their attention towards making products more
superior and keep improving it. They assume that consumers admire and prefer well-made products
and appraise quality and performance. Automobile industry is one good example. There is always,
however, a chance that managers get caught in their own outlook and ignore what customers need.
Sometimes, they push certain features too far and overlook the customers’ real needs.
innovative features. The managers of this concept focus their attention towards making products more
superior and keep improving it. They assume that consumers admire and prefer well-made products
and appraise quality and performance. Automobile industry is one good example. There is always,
however, a chance that managers get caught in their own outlook and ignore what customers need.
Sometimes, they push certain features too far and overlook the customers’ real needs.
THE PRODUCTION CONCEPT
This philosophy approach is that consumers will prefer products that are widely available and are
inexpensive.
Managers of this concept concentrate on achieving high production efficiency, lower costs and mass
distribution. They assume that consumers are only interested in product availability and low prices.
Production concept does work for some products, but not for all kinds of products.
inexpensive.
Managers of this concept concentrate on achieving high production efficiency, lower costs and mass
distribution. They assume that consumers are only interested in product availability and low prices.
Production concept does work for some products, but not for all kinds of products.
MARKETING ORIENTATION
the wants and needs of customers and potential customers to drive all the firm's strategic decisions. The
firm's corporate culture is systematically committed to creating customer value. In order to determine
customer wants, the company usually needs to conduct marketing research. The marketer expects that this
process, if done correctly, will provide the company with a sustainable competitive advantage.
The concept of marketing orientation was developed in the late 1960s and early 1970s at Harvard University
and at a handful of forward thinking companies. It replaced the previous sales orientation that was
prevalent between the mid 1950s and the early 1970s, and the production orientation that predominated
prior to the mid 1950s. Since the concept was first introduced in the late 1960s, it as been modified,
repackaged, and renamed as "customer focus", "the marketing philosophy", "market driven", "customer
intimacy", and "the marketing concept".
firm's corporate culture is systematically committed to creating customer value. In order to determine
customer wants, the company usually needs to conduct marketing research. The marketer expects that this
process, if done correctly, will provide the company with a sustainable competitive advantage.
The concept of marketing orientation was developed in the late 1960s and early 1970s at Harvard University
and at a handful of forward thinking companies. It replaced the previous sales orientation that was
prevalent between the mid 1950s and the early 1970s, and the production orientation that predominated
prior to the mid 1950s. Since the concept was first introduced in the late 1960s, it as been modified,
repackaged, and renamed as "customer focus", "the marketing philosophy", "market driven", "customer
intimacy", and "the marketing concept".
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