Marketing has two facets First- Philosophy or attitude or management orientation which emphasis on customer stratification. Second marketing is an organization function and set distinct operations for implementing functions.
The American Marketing Association definition of marketing concentrates on the second facet and defined marketing as a set of activities, institutions and process for communicating, delivering and exchanging products and values to the customers.
David Packard, co-founder of Hewlett Packard off quoted- Marketing is so much important to be transferred solely on the marketing department. Marketing entails a deep understanding of an organization connected all the stakeholders, partners including suppliers, stockholders and distributors.
The marketing concept was first introduced by Mickitterick, Felton and Keith in the writings. Houston believed accommodating customer’s satisfaction should be achieved through a suitable marketing mix. Furthermore, Philips Kotler, one of the famous marketing experts considered marketing as a human activity to meet the needs and wants of the customers (Kotler, 2016). Like this marketing definition, there are several marketing management philosophies always been in a history of marketing introduction which is going to be discussed in the given section-
A comprehensive discussion has been provided by Barkley, Keith, Wilkie and Moore. During this period, a vast concept has been introduced at a different period. Under this, a product orientation is known as philosophy focuses on internal firms capabilities.
As per the essay writer view, there is nothing wrong with assessing a firm’s capabilities in fact these assessments are the major components of strategic marketing planning.
A product orientation period is relatively short as such it doesn’t take into account whether the values of products and services are efficient or ably meet the requirements of customers or not. Apple is always been in news because of its creation, operating system and other gadgetry because they hope to sell the results. But when competitors are week and demand exceeding supply, a product-oriented can survive a long period even prosper.
The sales era began with the 1920s to 1960s when business world associated with sales marketing in most of the domain. The key increases the maximum sales are increasing volume. In this course it can be said, a sales orientation is based on ideas and sales techniques where it is presumed, people will buy more goods and services if rigorous sales techniques have been used. However, intermediaries are also assumed to manufacture goods in that period (Taghipourian et.al, 2017).
The fundamental problem linked with sales orientation we have figured out is as product orientation took place, there would be a lack of understanding of needs or wants may affect the sales force.
This is an intuitively appealing process as it describes social and economic justification process of an organization is an existence of needs and wants of customers. According to the following statement, a marketing concept must include the following components-
- Focus on customers needs and wants in such a way company become able to draw separation line among product’s offered by competitors.
- Integrate all the organizational activities including satisfying customers needs
- Achieving long term goals for the organization
Indeed the success recipe to deliver a unique experience to customers must satisfy the intent and preferences of target customers. This definitely requires thorough research of customers needs, enabling the company to execute the plan as well deliver desiring experiences to customers by combining the firm’s resources. If you want to know how firm adopts and apply marketing concept or how they assume sales are not depended in an aggressive sales force, you can ask assistance from ArabEssay essay helpers team today.
Societal Marketing Orientation
The societal marketing orientation extends the philosophies of marketing concept by acknowledging that there is some product that customers don’t want as it doesn’t stand by their best interest of society as a whole.
The American association marketing definition highlighted the importance of societal marketing orientation via engulfing society as large (Ringold & Weitz 2007). Over the 30 years, several definitions of marketing have been put forward to receive widespread supports from society. For instance, Coca has committed to reuse or recycle its bottle 100% placed in the market. On that note in 2008, the company has set up the world largest recycling plant located in South Carolina.
Product orientation philosophy is largely based on how the company focuses on management attention. In 1950,s product orientation was enough popular where the quality of products was chief concerns of the company. Companies believed at that time by putting quality resources and doing marketing research will help them to develop high-quality products. But the major drawbacks we have identified is this philosophy focus least on customer needs and desires.
As opined by management experts, holistic marketing considered as strategic marketing where business entities mull over as a whole. Basically, it is an amalgamation four sectors internal marketing, societal marketing, relationship marketing and integrated marketing.
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We started this blog by defining the concepts of marketing where we have taken accounts various marketing philosophers view who have attributed huge marketing success in today’s era, for instance, Philips Kottler’s who is one of the famous marketing experts considered marketing as a human activity to meet needs and wants of the customers. In the next section, we discussed the characteristics of marketing within the organization which is highly influenced by marketing philosophy. There we enumerated product orientation that focuses on internal firms capabilities, and then we enlist definition of other philosophies like sales orientation, marketing orientation, Product orientation, societal marketing orientation and holistic orientation. All these philosophies are linked with fundamental drawbacks.
Kotler, P. (2016). A framework for marketing management. Pearson Education Limited.
McClintic, M. A. (2011). Marketing: Historical Perspectives.
Ringold, D. J., & Weitz, B. (2007). The American Marketing Association definition of marketing: Moving from lagging to leading indicator. Journal of Public Policy & Marketing, 26(2), 251-260.
Taghipourian, Mohammad & Bakhsh, Mahsamashayekh. (2017). Marketing Philosophies: From Customer Abuse to Customer Intimacy, and Again a Little Customer Torment. Journal of Business Theory and Practice. 5. 198-216. 10.22158/jbtp.v5n3p198.
Wang, V. X. (2013). Marketing educational programs through technology and the right philosophies. In Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices (pp. 15-24). IGI Global.