INTRODUCTION TO

MARKETING
Marketing is the management process concerned with
identifying, anticipating and satisfying customer
requirements profitably (CIM).
y g finding
g out what customers want first
Identifying
before providing the product or service.
Anticipating projecting customer needs in the future
Satisfying ultimately making the customer happy by
providing product or service that meets
his/ her needs
1

CRITICISMS OF MARKETING
1. Marketing encourages people to
purchase what they do not need
2. Marketers embellish product
claims
g discriminates in
3. Marketing
customer selection
4. Marketing contributes to
environmental waste
5. Marketing encroaches on
customers right to privacy

MARKETING ORIENTATIONS
Marketing orientation relates to the
philosophies pertaining to how
organisations carry out their marketing
activities. Organisations marketing
orientations can be classified under any of
the following:
Product-led organisations
Sales-led organisations
Production-led organisations
Market-led organisations
Societal-led organisations

PRODUCT ORIENTATION
The firms marketing efforts are
concentrated on the product it
produces. This is because the firm's
products will usually have unique
f t
features
which
hi h will
ill attract
tt t consumers tto
buy the product.
Often the firms products involve high
technology or new innovations generally
Emphasis is principally based on
producing the product

SALES ORIENTATION
The firms marketing efforts are
concentrated on the selling the
product it produces and so the
selling function is dominant.
This approach is necessitated
because often capacity exceeds
demand.
Organisation sells what it makes
rather than making what it can sell

PRODUCTION ORIENTATION
Probably the oldest concept and the
firm concentrate mainly on what it can
produce rather than what the customer
wants.
Managers of production oriented firms
concentrate
t t on achieving
hi i hi
high
h
production efficiency, low costs and
mass distribution.
The firm often has the means of
producing mass amounts of it products
and as such, the focus is on producing
as many products as possible and then
hopes that they will sell.

MARKET ORIENTATION
This approach is based on the
firm determining what
customers want, then sets
about providing them.
Emphasises
E h i
on research
h tto fi
find
d
out what customers actually
want
Customer satisfaction important
Broader product line to satisfy
different customer needs

SOCIETAL ORIENTATION
Recently there has been an increasing
interest in societal marketing which
involves the marketer paying attention not
only to the needs of customers but also to
the wider natural and social environment.
environment
Marketers concern for the natural
environment involves taking into account
the environmental impact of production
and distribution and their attempts to
minimise this.

ACHIEVING MARKET ORIENTATION

Understanding of customer needs throughout the
organisation
Develop strong in-house marketing training programs
Establish an annual marketing excellence recognition
program
Hire strong marketing talent
Continuously review and monitor marketing performance
Chief Executive is the voice of the customer
Market-driven mission
Strategies should reflect the market
Marketing is seen as more important than other functions
Responsiveness to marketing opportunities
Good marketing information systems
Use of marketing research
Link between marketing and new product development
Marketing is seen as everyones business
Co-ordinated and integrated marketing decisions