Marketing management orientation refers to different approaches businesses use to guide their marketing strategies. These orientations define how a company views the market, customer needs, and business objectives.
Below are the six main marketing concepts:
- Production Concept
- Product Concept
- Selling Concept
- Marketing Concept
- Societal Marketing Concept
- Holistic Marketing Concept
1.) Production Concept:
The Production Concept is based on the idea that consumers prefer products that are widely available and affordable. Businesses that follow this approach focus on mass production, high efficiency, and cost minimization to attract customers.
- This concept assumes that customers prioritize availability and low prices over product quality or innovation.
- It works best in industries where demand exceeds supply or in developing markets where affordability is a major concern.
- Example: A textile company focuses on producing a large number of low-cost clothing items rather than improving design or quality.
2.) Product Concept:
The Product Concept assumes that consumers will favor products that offer the best quality, performance, and features. Companies following this concept focus on continuous product improvement and innovation.
- Businesses invest in research and development (R&D) to enhance product functionality.
- They believe that a superior product will naturally attract customers, without requiring aggressive marketing or sales tactics.
- Example: Apple focuses on innovation and product quality, continuously improving its iPhones with new features and technology.
3.) Selling Concept:
The Selling Concept is based on the idea that consumers will not buy enough of a company’s products unless it undertakes aggressive promotion and sales efforts.
- This approach is often used for products that people do not naturally seek out, such as life insurance, gym memberships, or seasonal goods.
- Companies heavily invest in advertising, sales promotions, and personal selling to push their products to customers.
- Example: A car dealership aggressively promotes its cars through discounts, bonuses, and special financing deals to convince customers to buy.
4.) Marketing Concept:
The Marketing Concept is a customer-oriented approach that focuses on understanding and satisfying customer needs better than competitors.
- Businesses first study consumer demands and then create products or services that meet those needs.
- The goal is to build long-term relationships by providing value and ensuring customer satisfaction.
- This concept follows the principle “Find out what customers want and give it to them.”
- Example: Amazon personalizes recommendations for customers based on their shopping behavior to enhance satisfaction and loyalty.
5.) Societal Marketing Concept:
The Societal Marketing Concept expands the Marketing Concept by emphasizing social responsibility and long-term consumer well-being.
- It considers not only customer needs but also society’s interests, environmental concerns, and ethical practices.
- Companies following this approach aim for a balance between profitability, consumer satisfaction, and social welfare.
- Example: Tesla promotes electric vehicles to reduce carbon emissions, benefiting both consumers and the environment.
6.) Holistic Marketing Concept:
The Holistic Marketing Concept integrates all aspects of marketing to create a unified, consistent strategy that benefits the company, customers, and society.
- It considers all stakeholders, including employees, customers, suppliers, and communities.
- Holistic marketing includes four key components:
- Relationship Marketing – Building strong customer relationships.
- Integrated Marketing – Coordinating all marketing activities.
- Internal Marketing – Aligning employees with the company’s mission.
- Performance Marketing – Measuring marketing success based on financial and non-financial factors.
- Example: Coca-Cola uses a global branding strategy that includes sustainability efforts, customer engagement, and consistent marketing messages across all platforms.
