1. Company orientations towards the marketplace

2. Marketing Concepts Production concept Product concept Selling concept
Holistic marketing concept
Relationship marketing
Integrated marketing
Internal marketing
Socially responsible marketing

3. Production Concept
Consumers favor products that are available and highly affordable
Improve production and distribution
Focus On Manufacturing (D>S)
Goal: Produce All That Is Possible

4. Product Concept
Assumption: Consumers favor products that offer the most quality, performance, and innovative features
Focus on Manufacturing (D>S)
Means: Make quality products
“You can have any color you want as long as it’s black.”
“Make the best product you can and people will buy it.”
“Build a better mousetrap”

5. Selling Concept
Mid-1920s–early 1950s: weakened demand required that products would have to be “sold.” (personal selling, advertising, and distribution was the focus)
Focus on selling existing products (D=S)
Means: Aggressive Sales & promotion
Goal: Maximize Sales
“Sell this inventory no matter what it takes.”
“You don’t like black? I’ll throw a set of glassware.”

6. Marketing Concept
Early 1950s–2000s: adopting a customer focus means a commitment to researching and responding to customer needs.
Long-Run View
Consumer want focus
Integrated planning and feedback
Adapt to the environment

7. Selling versus Marketing
Starting
point
Focus
Means
Ends
Factory Product Selling & Profits through
promoting sales volume
Marketing
Target Customer Integrated Profits through
market needs marketing customer satisfaction
Marketing is not synonymous with “sales” or “advertising”.

8. Holistic Marketing Concept 1
Relationship Marketing
Developing Marketing Networks
Using CRM
is “the overall process of building & maintaining profitable customer relationships by delivering superior customer value and satisfaction.” (Kotler, 13ed 2006)
Using information to create marketing strategies that develop and sustain desirable customer relationships
Establishing long-term, mutually satisfying buyer-seller relationships allowing for mutual dependency

9. Holistic Marketing Concept 2
Integrated Marketing
is a comprehensive plan that communicates and delivers the intended value to chosen customers
a set of coordinated cross functional activities (a unity of purpose)
traditional approach- McCarthy 4P’s
Robert Lauterborn- 4C’s

10. Holistic Marketing Concept 3
Internal Marketing
External Customers
Internal Customers

11. Holistic Marketing Concept 4
Social responsibility Marketing
Act socially responsibly; consider
the ethical consequences of one’s actions;
Focus on satisfying customer needs and wants while enhancing individual and societal well-being
Consider the collective needs of society as well as customer desires and the organization’s profits. (Bell& Emory,1971 JM)
Society..…… #1 (Human welfare)
Consumers ..#2 (Want satisfaction)
Company ….#3 (Profits)

12. Green Marketing

13. Green Marketing
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.
It incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising
Other similar terms used are Environmental Marketing and Ecological Marketing

14. Green Marketing
"Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc

15. Green Products & Its Characteristics
The products those are manufactured through green technology and that cause no environmental hazards are called green products
We can define green products by following characteristics:
Products those are recyclable, reusable and biodegradable
Products contents under approved chemical
Products that do not harm or pollute the environment
Products that will not be tested on animals

16. Thank You