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6 Cards in this Set
- Front
- Back
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What are the 5 Major Marketing Orientations? |
- Production Concept
- Product Concept
- Sales Concept
- Maketing Concept
- Societal Marketing Concept |
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What is the Production Concept? |
The production concept involves 'putting the factory first', businesses that adopt this concept are primarily concerned with the production and distribution efficiency of their product. - This concept assumes that customers are primarily concerned with price; that customers will buy the cheapest and most available products on the market. - Businesses will therefore emphasise its production to create and provide a product which is highly affordable and widely available. - Example - Henry Ford's Model T. Focussed their intentions interally on the production operations of the product to make it as cheap as possible to produce. One colour and one model. - Drawback - Limited choice for consumers. |
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What is the Product Concept? |
The product concept involves 'putting the product first', businesses will geberally devote all of their time and resources to making continuous improvements and developments to their product line in order to create products of the highest quality. - This concept assumes that customers are primarily concerned with the products quality. - Exanple - Dyson is a successful example of a business which adopts this concept; They are very successful in their innovations, patenting alot of invemtions and improvements within their industry. One the most most memorable innovations was the bladless fan. |
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What is the Sales Concept? |
The sales concept involves 'saying the customer comes first', however in reality this tends not to be the case. - This concept lays its emphasis on the sales of goods and services not the underlying need or want of the buyer. - Focusses on the needs on the seller not the buyer; the seller will encourage and persuade the buyer to purchase, purely for the sale of the good. - In order to adopt this approach, businesses must be good at finding potential custimers and emotionally selling them on the benefits of the 'not needed product'. - Example - in context is during the WW2 period, aggressive advertising was used in order to encourage people to buy bonds and other products. |
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What is the Marketing Concept? |
The marketing concept involves 'actually putting the custimers first and watching the competition'. Bussiness that adopt this concept take a market orientated approach - taking the outside in view; starting with the customer, looking at the market and tge customers' needs followed by what the business can offer in order to satisfy them needs. |
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What is the Societal Marketing Concept? |
The societal marketing concept involves 'putting the consumers first and the society'. Businesses that adopt this concept take into account the wider implications of marketing and take responsibility for the decision they make. - This concept realises that marketing isnt always positive; global challenges arise when making business decisions. - However, businesses can take advantage of those who support this concept by 'greenwashing'. (A business might try to make a unsubtantiated or misleading claim about the environmental benefits of their products; making them appear more environmentally friendly than they actually are - deceiving the customer. |
