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6 Cards in this Set
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Chapter 5: Define Marketing |
Marketing : Process of Planning and Executing the Concept of:- Pricing- Promotion - Planing- Distribution or placeOf Goods and Services, Organisations and Events to Maintain Relationships that will satisfy Individual and Organizational Objectives |
- Concept of Planning - Pricing- Promotion and Place |
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1. PRODUCTION ORIENTATED PERSPECTIVE |
1. PRODUCTION ORIENTED PERSPECTIVE
- Industrial Revolution - 1920's - Customers preferred availability and Products sold themsleves- Management Focused on Production of few specific products that were mass produced- The focus was on Production not Marketing - Customer needs were not taken into account |
P- PRODUCTION ORIENTATED S- SALES ORIENTATED M- MARKETING ORIENTATED PERSPECTIVE M- MARKETING CONCEPT C- CAUSE RELATED MARKETING |
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2. SALES ORIENTED PERSPECTIVE |
2. SALES ORIENTED PERSPECTIVE - From early 1930s - 1960s - Sales oriented Organizations believed consumers would buy enough products only if special promotion and Marketing was done. -Organisations were transactional rather than relationship oriented |
P- PRODUCTION ORIENTATED S- SALES ORIENTATED M- MARKETING ORIENTATED PERSPECTIVE M- MARKETING CONCEPTC- CAUSE RELATED MARKETING |
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3. MARKETING ORIENTATED PERSPECTIVE |
3. MARKETING ORIENTATED PERSPECTIVE - Foundation of contemporary Marketing philosophy - Perspective based on the understanding that the organization must reach the needs of its customer and respond to them - Understanding these needs was an activity done throughout the organisation not only the marketing department - 1950s attention was focused on marketing than selling - Emphasized the sales message: The Price, Product, Quality, Packaging abd methods of Distribution |
P- PRODUCTION ORIENTATED S- SALES ORIENTATED M- MARKETING ORIENTATED PERSPECTIVE M- MARKETING CONCEPT C- CAUSE RELATED MARKETING |
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4. THE MARKETING CONCEPT |
4. THE MARKETING CONCEPT
- Direct result of the marketing-orientation stage - Straight forward and logical - Emphasis is in consumer orientation - Organisation commits to proper planning to transform consumer orientation philosophy into action |
P- PRODUCTION ORIENTATED S- SALES ORIENTATED M- MARKETING ORIENTATED PERSPECTIVE M- MARKETING CONCEPT C- CAUSE RELATED MARKETING |
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5. Cause-related Marketing CRM |
5. Cause-related Marketing CRM
- Based on societal approach that proposes that organizations should be accountable to society in general. - Societal Approach maintains that organizations are part of society and therefore need its approach to operate effectively - Organisations becoming active in co-operative development programs and partnerships with non profit organizations - These programs benefit the NPO and the Organization 6. Principles of CRM 1. INTEGRITY 2. TRANSPARENCY 3. SINCERITY 4. MUTUAL RESPECT 5. PARTNERSHIP 6. MUTUAL BENEFIT |
P- PRODUCTION ORIENTATED S- SALES ORIENTATED M- MARKETING ORIENTATED PERSPECTIVE M- MARKETING CONCEPTC- CAUSE RELATED MARKETING |
