MARKETING MANAGERMENT

ORIENTATIONS

Group Members:
1. Nguyn Th Sn
2. Nguyn Hng Nhung
3. ng Vit H
4. Bi H Anh
5. Phm Th nh Dng

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 Contents

1 MMOs definition

2 THE PRODUCTION CONCEPT

3 THE PRODUCT CONCEPT

4 THE SELLING CONCEPT

5 THE MARKETING CONCEPT

6 THE SOCIETAL MARKETING CONCEPT

MARKETING MANAGEMENT ORIENTAION

Definition:
Marketing management
orientation are different
marketing concepts that
focus on various technique
create
to, produce,
and
market
products to
customers
 I - The Production Concept

1. Definition:

Consumers will favor products that are available and highly affordable.
Therefore, management should focus on improving production and
distribution efficiency.
- Phillip Kotler -
 I - The Production Concept

Advantages Disadvantages:
Fewer labour cost

Faster production rate

Never run low on

products

Offer good prices

 I - The Production Concept

4. Example:

TAN HIEP PHAT GROUP

 I - The Production Concept

4.8 billion liters

of beverage to
201 the market
a VND 85,000
5 billion revenues
revenues
market shares
22,65%
 II - The Product Concept

1. Definition:

Qua l i t y

Consumers will favor products that offer the most in qual-

ity, performance, and innovative features.
 II - The Product Concept

2. Advantages:
Stimulates the development of
production process
Fulfills consumers needs.
Raises life standards.
Encourages competition among
manufacturers.
 II - The Product Concept

3. Disadvantages:

Raises the price of the

product unnecessarily.

Unilateral marketing.
 II - The Product Concept

4. Examples

Bitis Vietnam Hong Ha Stationery

I - The Production Concept

marketing myopia
 III - The Selling Concept

1. Definition

The selling concept holds that consumers will not buy enough of the firms
products unless it undertakes a large-scale selling and promotion effort.
- Phillip Kotler -
 III - The Selling Concept

Unsought goods
Insurance

Fire extinguisher Houseware

 III - The Selling Concept

Advantages:
Good for one
time sales
Expensive item

inert
III - The Selling Concept

Agressive sales technique

 III - The Selling Concept

Disadvantages

Customer perception of trick

Organizations failure to understand

customer

Constantly discount which make

creating a brand more difficult
III - The Selling Concept

First CE channel has a

nationwide coverage in VN

April, 2017: 339 stores

genuine sales
atractive purchase
policy

10.000 staffs with

enthuisiastic, experienced
product consultants
 III - The Selling Concept

Actual 12 YoY Growth Full year target

S U M M A RY months 2016 (In achievement
billions)
Revenue 44,631 77% 131%
Mobile phones 30,904 49%
channel
Cosumer Electric 13,709
Channel 206%

Net profit after tax 1,578 47% 114%

Online revenue 3,372 104% 102%

Dienmayxanhs CEO report for 2016

 IV - The Marketing Concept

1. Definition

Achieving organizational goals depends on knowing the needs and

wants of target markets and delivering the desired satisfactions better
than competitors do.
 IV - The Marketing Concept

2. Pros and cons

Pros:
+ Be a customer-centred sense and respond philosophy
+ Yields more customer value by creating lasting
relationships with the right customers.
+ Fulfill customers desire

Cons:
Require the diversity of goods and services which can be
supplied
The process of targeting the right customers and
understand their needs may even cost more than other
marketing strategies.
 IV - The Marketing Concept

3. Example

Real Estate Industry and Architecture company search for peoples

demand and satisfy them.
 V - The Societal Marketing Concept

1. Definition:

The idea that a companys marketing decisions should consider consumers

wants, the companys requirements, consumers long-run interests, and
societys long-run interests.
- Phillip Kotler -
 V - The Societal Marketing Concept

2. Pros and Cons:

Pros:
Raise consumers awareness of environment problems.
Create long-term relationship with people
Impress customers and potential customer by strong image of good
behaviors to the society

Cons:
The process of treating industrial waste to protect the environment
may even cost a lot so that the profit will be decrease.
 V - The Societal Marketing Concept

3. Example

Vinamilks sustainable
development report
which is issued annually
 V - The Societal Marketing Concept

According to this financial statement,

Total revenue and profit of VNM have grown a lot in the period of 2008 to 2012.
Thank You !

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