1. Marketing Orientation
You don’t like the style? Buy it & I will give you free service for a year.
Product
Concept
Selling
Concept
Marketing
Concept
Production
Concept
Consumer prefer products that are widely available and expensive.
Consumers favor products that offer the most quality, performance, or innovative features.
Consumer will buy products only if the company aggressively promotes / sells these products.
Focuses on needs / wants of target markets & delivering value better than competitors.

2. Marketing Vs. Selling Concept

3. Marketing Concept Marketing Concept Market Customer Needs
Integrated
Marketing
Profitability

4. Customer Needs Secret Needs Delight Needs Unstated Needs Real Need
Status Symbol
Delight Needs
Gift from Dealer
Unstated Needs
Good Service from Dealer
Real Need
Operating Cost low,
Not Initial Price
Stated Needs
Want Inexpensive Car

5. Customer Needs & Marketing
Responsive
Marketing
Anticipative
Marketing
Creative
Marketing
Creative Marketer discover and produces solutions customers did not ask for but to which they enthusiastically respond.
Responsive Marketer finds a stated need and fills it.
Anticipative marketer looks ahead into what needs customer may have in near future.

6. Integrated Marketing Internal External Marketing Marketing
1st Level Integration:
All marketing functions must work together (sales force, advertising, customer service, product management, marketing research)
Internal
Marketing
External
Marketing
2nd Level Integration:
Marketing must be embraced by the other departments, they must also “think customer”.
Marketing directed
at people outside
the company
Task of hiring, training
& motivating able
Employees who want
to serve customers well

7. Profitability Factors Affecting Profitability Sales Decline
Slow Growth
Factors
Affecting
Profitability
Changing buying
pattern
Increasing Marketing
Expenditures
Increasing Competition

8. Evolving Views of Marketing’s Role in the Company
Production
Finance
Marketing
Human
Resource
Customer
Human Resource
Contd….

9. Customer as the controlling function and Marketing as the Integrative Function

10. Traditional Organization Chart
Customers
Front Line People
Middle Management
Top Management

11. Modern Customer Oriented Organization Chart
Customers
Front Line People
Middle Management
Top Management

12. Societal Marketing

13. Example of Societal Marketing by United Colors of Benetton

14. Summary
Marketing orientation has moved from mass production to customization (differentiation according to the individual customer).
Marketing concept is focused on customer needs whereas Selling Concept is focused on Profit only.
In today’s scenario organizations are focusing on profit maximization through customer satisfaction.
Not only the marketing department but the Whole Organization now focus on ‘Customer’. This is Integrated Marketing.
Some organizations have started thinking about social welfare along with their profit motive and customer satisfaction.

15. Thank You !