Marketing management orientations include five main concepts such as marketing, production, product, selling and societal marketing ones which determine the company policy and strategy in creating, producing and marketing products (Drummond, 2005).
Marketing concept is one of the marketing management orientations which is build on the principle that a company should exceed its competitors in the efficiency level of creation, delivery and marketing products what will help to get benefits (Dickinson, 1993). As a rule to make this principle work and to be effective managers learn the target market and customer’s necessities making marketing of the product based on an integrated approach. This concept helps a company to find out what customers want and need and to create the products which will satisfy their needs and to create it better comparing to the competitors (Turner, 1997).
One of the oldest concepts that is applied in marketing is the production concept which aimed to satisfy such consumer’s need as the possibility to buy a product at the minimum cost and without serious efforts to find it out (Hannagan, 2009). In such case managers pay the greatest attention to low prices, high efficient level of production and the possibility to supply masses with this product. In such case the characteristics of the product is less important than its cost and, of course, such concept can meet requirements of the people from developing countries because cost plays the most important role for them. The only one question is that the production concept is possible to implement only in case when the demand of a product is higher than its supply. A company producing Coca-cola made a good choice implementing this principle because their product will be similar popular among people from different areas (Blythe, 2009). This Production Concept is very popular among huge companies, so it appears to be best for our contemporary society.
The other concept which is opposite to production one is the product concept which is aimed at satisfying the needs of consumers that prefers the products of high-quality and high-performance and these ones which will meet specific needs. Normally, such products have the most innovative characteristics. When the time passes these characteristics are need to be improved constantly. The problem is that managers can lose the tendency what consumers really need when they pay too much attention to the products improvement (Kotler, 2010).
Product concept has relatively narrow range of consumers that will appreciate high quality and innovative characteristics most of all. This concept is rather risky because it does not pose long-term goals before managers and in such case they can lose their audience being too far from their real needs. It’s necessary to say that in any case there are examples of successful implementation of this orientation such as Faber-Castell that presented coloured pencils without any toxic elements and in such case they have found their consumers in children’s mothers who care of safety of usage (Dibb, 2001).
The selling concept is focused on the idea that it’s necessary to lead intensive selling and promotional policy to make profit. Managers don’t pay much attention to what consumers’ needs are and they are concentrated on creating the company product and making serious advertisement policy to persuade clients to buy it (Kang, 2007).
Societal Marketing Concept
Societal or holistic marketing concept is similar to the marketing concept and has the same principles with only one peculiarity that it takes into account the whole society needs, that fact how company impacts on it and what is done for better. For sure this concept is the best one for society because its strategy and policy works for its favor (Abratt, 1989).
Abratt, R., Sacks, D. (1989). Perceptions of the Societal Marketing Concept. European Journal of Marketing, 23(6), 25-33.
Blythe, J. (2009). Key Concepts in Marketing. p. 156.
Dibb, S., Simkin, L. (2001). The marketing casebook: cases and concepts. pp. 302-305.
Dickinson, R., Herbst, A., O’Shaughnessy, J. (1993). Marketing Concept and Customer Orientation. European Journal of Marketing, 20(10), 18-23.
Drummond, G., Ensor, J. (2005). Introduction to marketing concepts. pp. 48-49.
Kang, G., James, J. (2007). Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation. Journal of Business Ethics, 73(3), 301-318.
Kotler, P., Armstrong, G. (2010). Principles of Marketing. p. 33.
Hannagan, T. (2009). Management: Concepts & Practices. p. 233.
Turner, G., Spencer, B. (1997). Understanding the marketing concept as organizational culture. European Journal of Marketing, 31(2), 110-121.