Marketing

Introduction

The motive of doing this assignment is to explain the five management orientation and alternative marketing concept under which organisations design and carry out their marketing strategies which are product concepts, production concepts, selling concepts, marketing concepts and societal concepts. The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. The customers' needs, wants, and satisfaction should always be foremost in every manager and employees' mind.

Customer value and satisfaction are the key building blocks to develop and manage the relationship between the company and the customer. By constantly collect the information of customer’s need and competitors capabilities, and use these information to create some superb outputs that are able to create customer value is very important. By consistently deliver the superior customer values, a strong relationship will build between the companies and the customers, which will be the benefits for companies and customer.

The marketing concept and philosophy is one of the simplest ideas in marketing, and it is also one of the most important marketing philosophies. Companies use these orientations as a basis for their marketing campaigns.

Product concept

This orientation holds that consumers will favor those products that offer the most quality, performance or innovative features. Manger will focus on making superior products and getting promotion in high quality and performance. Distribution of these products will be selected and limited.

However, it might also lead to marketing myopia. The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products. Thus companies need to take innovations and features seriously and provide only those which the customer needs. The customer needs should be given...