Definition of marketing concept

Book Summary by:ugochukwumagnus Original Author: ugochukwu magnus

• Summary rating: 2 stars (17 Ratings)
• Visits : 4710
• words:600
•
More About : marketing concept definition
Definition of mark

Ads by Google
It Process Management A New Way of Working: Insights from Global Leaders. Read it now!
businessinnovators.techweb.com
Google Marketing In Just Minutes. Immediate Posting. Instant traffic. Instant results.
www.google.com
Affiliate Make Money Steps To Start Your Online Business Cash Flow Business Online Join
Now!
www.HYaffiliates.com
Marketing concept according to kotler (1996) is a marketing philosophy, which sees the
consumer or client as the central focus of all the activities of an organization because no
organization can survive without the continue patronage of its consumers. This philosophy
regards a genuine concern for consumer welfare (Consumer Orientation) and the adequate
fulfillment of his needs (consumer satisfaction) as the most dependence paths to the realization
of an organization short and long term goals. The act of marketing has undergone a
metamorphosis over time. It has evolved from the production to the selling stage and to the
consumer Orientation stage and indeed is evolving in some organization to the consumerism and
social responsibility stage. There are sharp contrasts between the two stages. At the selling state,
the emphasis is on the product, the company first makes the product, then figures out how to sell
it profitably, the orientation of the company is internal and the emphasis of the company is on the
sellers need. Conversely, at the marketing stage, the emphasis is on the continuous, wants, the
company first determines wants and then firm figures out how to profitably make and deliver a
product to satisfy these wants. The orientation of the company is external market orientation and
company emphasizes buyer’s needs. The selling stage represents the old way and the marketing
stage represents the new way as epitomize by the new marketing concept which according to I.C
Achumba (1994) is a philosophy and attitude or a curse of business thinking while marketing is a
process or a course of business action. The four stage of marketing are 1. Production concept 2.
Selling concept 3. Marketing concept 4. Consumerism and social responsibility concept 1.
Product concept When the company is production oriented, emphasis is laid on mass
production, simplified product lines at low units. The function of the sales department is to sell
this out put at a price set by production and financial executive. At these early stages of
development, marketing activity organization is simple. Manufactures have sales departments
headed by sales manager with major responsibility to operate force; advertising marketing
research and sales analysis are generally unknown. 2. selling concept: Goods need not only be
produced, here aggressive salesmanship to generate profit is rather more essential. Production of
goods doesn’t mean assure sales here. The chief executive is still called a sales manager. But 1.
One executive bears the responsibility for advertising and market research. 2. Sales training,
production service and sale analysis previously. Done elsewhere come under another executive.
Advertising and sales analysis may have a separate manage reporting to (a chief general sales
manager) 3. marketing concept: The company lays emphasis on marketing management with
the twin goals of customer orientation and profitable sales volume. Attention is to used on
marketing rather than selling and the top executive here is called a marketing manager, he is
responsible to the managing director as the production, finance and personnel managers. 3. &nb
sp; consumerism and social responsibility concept Some companies social operating or
entering this stage with respect to their marketing development. Companies operating at this
stage could mostly be found in the industrialization societies. REFERENCES Phillip Kotler
(1996) the marketing social cause “the American &n bsp; marketing Association I.C Achumba
(1994) the New marketing concept.