marketing_sunita shrivastava
TRANSCRIPT
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SUNITA SRIVASTAVA
Marketing ManagementPhilosophies
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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY
Productionconcept
Productconcept
Sellingconcept
Marketingconcept
Societalconcept
Marketing Management Orientations
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PRODUCTIONCONCEPT
Inward lookingorientation
Focus onreducing costof production
AchieveEconomies of
scale
Profits by Lowprices, High
sales volume
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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY
Production concept is the idea thatconsumers will favor products that areavailable or highly affordable
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Focus oncontinuous
product
improvement
MARKETINGMYOPIA
Keep track ofperipheral
developments
Product
merelymeans ofsatisfyingcustomer
need
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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY
Product concept is the idea that consumerswill favor products that offer the most quality,performance, and features. Organizationshould therefore devote its energy to makingcontinuous product improvements.
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SELLINGCONCEPT
Aggressivepersuasionand heavy
promotionalexpenditure
Sell what is
made
Marketingmakes selling
redundant
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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY
Selling concept is the idea that
consumers will not buy enough of thefirms products unless it undertakes alarge scale selling and promotion effort
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MARKETINGCONCEPT
Communicatecustomerneeds to
otherdepartments
Customersatisfactioncompanys
ultimate goal
Customerneeds central
to company
Everyemployee is a
marketer
Marketingshould
championcause ofcustomer
Meetcustomer
needs betterthan
competition
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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY
Marketing concept is the idea thatachieving organizational goalsdepends on knowing the needs andwants of the target markets anddelivering the desired satisfactions
better than competitors do
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MarketIntegratedmarketing
Profits throughcustomer
satisfaction
Customerneeds
(b) The marketing concept
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Startingpoint Focus Means Ends
(a) The selling concept
CUSTOMER DELIVERED VALUE
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DESIGNING A CUSTOMER-DRIVENMARKETING STRATEGY
Societal marketing concept is the idea that acompany should make good marketing
decisions by considering consumers wants,the companys requirements, consumers
long-term interests, and societys long-runinterests
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EVOLVING VIEWS OF MARKETINGS
ROLE
a. Marketing as an
equal function
FinanceProduction
Marketing Humanresources
b. Marketing as a more
important function
Finance
Humanresources
Marketing
Production
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EVOLVING VIEWS OF MARKETINGS
ROLE
c. Marketing as the
major function
Marketing
Production
d. The customer as the
controlling factor
Customer
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EVOLVING VIEWS OF MARKETINGS
ROLE
e. The customer as the controllingfunction and marketing as the
integrative function
Customer
Marketing
Production
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HOLISTIC
MARKETINGCONCEPT
INTEGRATED
MARKETING
INTERNALMARKETING
PERFORMANCEMARKETING
RELATIONSHIP
MARKETING