There are three types of business orientation which are production, sales and marketing orientations. They usually develop in stages orderly and in hierarchy. Production orientation is the primary purpose business in the nineteenth centuries. It refers to the firms which concentrate on improving the efficiency of the production in order to break down cost. Firms produce goods which they could produce well. Sales orientation is a concept that demand has to be created by using sales techniques. The sales department was interpreted to be most important to organization’s successful and survival. Scant attention was paid to the final consumer’s need, but it was understood that goods and services did not sell themselves without effort. Finally marketing orientation is an approach which most firms use nowadays. It focuses on consumer needs. This shift in thinking led to the growth of marketing research to decide unmet consumer needs and systems for pleasing Continue reading
Marketing Management
Marketing management combines the fields of marketing and management. Marketing consists of discovering consumer needs and wants, creating the goods and services that meet those needs and wants; and pricing, promoting, and delivering those goods and services. Doing so requires attention to six major areas – markets, products, prices, places, promotion, and people. Management is getting things done through other people. Managers engage in five key activities – planning, organizing, staffing, directing, and controlling. Marketing management implies the integration of these concepts.
Approaches to Studying Consumer Behaviour
Consumers possess considerable discretion to make independent and autonomous choices about what they will and will not buy, from whom they will buy, as well as from whom they will not, and this purchasing power leaves most businesses that are not monopolies little choice but to adopt a consumer orientation, meaning that they must resolutely focus on understanding customers in order to more effectively fulfill their needs. Specifically, in marketing, a good understanding of customers’ lives to the maximum extent possible is crucial to ensuring that the most appropriate products and services are being marketed to the right people in the most effective way possible. Influencing consumers’ behavior, and in particular, their purchasing decisions, is at the focal point of all the effort and resources that are devoted to marketing and because of this fact, marketers will require an in-depth understanding of the principles and motivations behind consumers’ behavior if Continue reading
Micro Environment in Marketing
The micro environment in marketing consists of five components. The first is the organization’s internal environment–its several departments and management levels–as it affects marketing management’s decision making. The second component includes the marketing channel firms that cooperate to create value: the suppliers and marketing intermediaries (middlemen, physical distribution firms, marketing-service agencies, financial intermediaries). The third component consists of the five types of markets in which the organization can sell: the consumer, producer, reseller, government, and international markets. The fourth component consists of the competitors facing the organization. The fifth component consists of all the publics that have an actual or potential interest in or impact on the organization’s ability to achieve its objectives: financial, media, government, citizen action, and local, general, and internal publics. So the microenvironment consists of six forces close to the company that affect its ability to serve its customers: The company itself (including departments). Suppliers. Marketing Continue reading
Customer Centric and Market Driven Approaches to Marketing
With the increasing pace of commercialization of economy, international and domestic market environment has changed dramatically-the termination of seller’s market and shortage economy, the arrival of buyer’s market and surplus economy. Consumers have become the leading role within transaction relationship. Companies must spare no efforts to please consumers, provide consumers with satisfactory products. Nowadays, concerning corporate marketing concept, there are customer centric and market driven. Customer centric refers that the enterprise takes the fulfillment of customer demands and the increase of customer value as business starting point. It stressed that the organization should avoid separating the actual demand from customers and subjective assumptions of the market. A customer-centric approach can add value to a company by differentiating themselves from competitors who do not offer the same experience. In essence, customer centric means the modern marketing concept that build a long-term and stable business relationship through provide customers more value and Continue reading
Sensory Marketing – The Experience Through The Senses
This is a new century, the brand concept, with the characteristics of faith, extended sensory perception. From the beginning of brand development and lead to the future of brand management of ‘all-round selling points’ – each brand has its own identity, message, shape, rituals and traditions, are to convey this recognition. Make good use of the concept of sensory branding into all-round new ways of marketing communication. We often use a ‘brand pyramid’ of strategic thinking tools, to the deduction to find out how to connect between the consumer and the brand, associated, and in a behavioral science theory, ‘the driving force of human nature’ to interpret the impact of human behavior primitive instincts. This is derived from human behavior scientist Morris (Desmond Morris) of the study, as well as his in the ‘Naked Ape’ (The Naked Ape) a book on human primitive deep study animal behavior. The original driving Continue reading
Advertising Response Models
Advertising, being a form of mass communication, reaches numerous people simultaneously. Because it is highly visible and touches our lives, almost everyone has some pet views about it. Advertising produces both intended and unintended results. The intended results serve the objectives of the advertiser such as increasing brand awareness or producing profitable sales. Roland Berman has made the following observations “Advertisements do more than inform or persuade. They eloquently translate feelings and opinions. Through advertising and the media we receive an enormous amount of silent information: how to act in relation to people, property and ourselves. And that information is a barometer, attuned to social change.” (Roland Burman, “Advertising and Social Change,”Advertising Age, April 30, 1980, p. 18.) Much has been researched and written about how advertising works and the effects it produces. However, at the very outset, it is important to appreciate that the nature of subject is such Continue reading