And now for some history.
The main philosophies or approaches for marketing goods and services are: Production, Sales, Marketing, and Societal Marketing.
Production focuses on internal capabilities of firm. It has been called the Field of Dreams strategy -- "If we build it, they will come." Companies make products and market these products, believing that they know what the market needs. In this philosophy, the consumer is not consulted, leading to a lack of understanding of the wants and needs of the consumer.
Sales focuses on the belief that aggressive sales drives a market, where a hard sell makes the consumer buy. Currently, this is seen most with less desirable products (think bad used car or all the products that telemarketers try to sell you). Again, the needs and wants of the consumer are not really being considered. Consumers often only buy these products and services just once because of the technique used, which often matches products and consumers with consumers who don't really want what they have purchased.
Marketing is the belief that an organization can satisfy consumer needs and wants while meeting the organizations objectives. Companies with a marketing orientation look for ways to distinguish their products from their competitors from the lens of what their customers sat they want. In this approach, companies think of marketing as integral to strategic planning and the long term goals of the organization. This approach works best when top management believes in it completely and organizes the company with cross team coordination. It also requires a focus on the customer.
More recently, there is an interest in Societal Marketing.
Sales focuses on the belief that aggressive sales drives a market, where a hard sell makes the consumer buy. Currently, this is seen most with less desirable products (think bad used car or all the products that telemarketers try to sell you). Again, the needs and wants of the consumer are not really being considered. Consumers often only buy these products and services just once because of the technique used, which often matches products and consumers with consumers who don't really want what they have purchased.
Marketing is the belief that an organization can satisfy consumer needs and wants while meeting the organizations objectives. Companies with a marketing orientation look for ways to distinguish their products from their competitors from the lens of what their customers sat they want. In this approach, companies think of marketing as integral to strategic planning and the long term goals of the organization. This approach works best when top management believes in it completely and organizes the company with cross team coordination. It also requires a focus on the customer.
More recently, there is an interest in Societal Marketing.
… the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's and the society's well-being. (Kotler, Philip. Marketing management: analysis, planning, implementation and control. 8th ed. Prentice-Hall, 1994).
Yes, you read that correctly! Marketing that looks to preserve or enhance the well being of the society and the consumer! It seems contrary to what many believe of business and of marketers. That can hardly be a surprise after years of companies using the sales approach and the production approach, which often consumers to feel dissapointed in (or misled by) companies.
Yes, you read that correctly! Marketing that looks to preserve or enhance the well being of the society and the consumer! It seems contrary to what many believe of business and of marketers. That can hardly be a surprise after years of companies using the sales approach and the production approach, which often consumers to feel dissapointed in (or misled by) companies.
I visited this blog first time and found it very interesting and informative.. Keep up the good work thanks..
Posted by: Van Leasing | Saturday, July 04, 2009 at 03:27 AM