Marketing philosophies

1. Company Orientation
Towards Market Place
Dr. Gopal Thapa
Associate Professor
Tribhuvan University

2. Company orientation towards
the market place
 Production concept
 Product concept
 Selling concept
 New marketing concept
 Customer concept
 Societal marketing concept
 Holistic concept
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3. Company orientation towards
the market place
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4. The Production Concept
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5. The Product Concept
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Product
Quality
Starting Point Focus Means Ends
Factory
 High Quality
 Innovation

Performance
Guarantee
Profit through
well-made
products

6. The Selling Concept
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7. New Marketing Concept
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Consumer needs
Starting Point Focus Means Ends
Target Market Integrated
Marketing
Profit through
Customer
Satisfaction

8. Fundamentals of New Marketing
Concpet
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9. Comparison between selling
concept and marketing concept
Comparison between selling concept and Marketing Concept
The Selling Concept
The Marketing Concept
Existing Products
Starting Point Focus Means Ends
Factory Selling and
Promoting
Profit through
Customer Sales
Volumes
Consumer needs
Starting Point Focus Means Ends
Market Integrated
Marketing
Profit through
Customer
Satisfaction
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10. Socieital Marketing Concpet
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11. Holistic Marketing Concept
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12. Holistic Marketing Concept
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13. Value and Satisfaction
 Value – relationship between benefit and cost
 Satisfaction – Comparison between customer’s
expectation and product performance
 Expectation = performance
 Expectation < performance
 Expectation > Performance
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15. Total Customer Benefits
 Total customer benefit is the perceived monetary
value of the bundle of economic, functional, and
psychological benefits customers expect from a
given market offering because of the product,
service, people or image.

16. Total Customer Cost
 Total customer cost is the perceived bundle of
costs customers expect to incur in evaluating,
obtaining, using, and disposing of the given
marketing offering, including monetary, time,
energy and psychological costs.

17. Customer Satisfaction
 The main aim of marketing is to create satisfied customer.
 Customer satisfaction in is comparison between customer’s
expectation and product performance
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Comparison between expectation and performance
Customer's expectation > Product
Performance
Dissatisfied Customer
Customer's expectation < Product
Performance
Highly Satisfied Customer
Customer's expectation = Product
Performance
Satisfied Customer

18. What is Loyalty?
Loyalty is a deeply held commitment to re-
buy a preferred product or service in the
future despite situational influences and
marketing efforts having the potential to
cause switching behavior.

19. Building Loyalty
 Companies should strive to build loyalty for
strong, enduring connections with customers.
 One set of researchers sees retention-building
activities as adding financial benefits, social
benefits, or structural ties.
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20. Building Loyalty
 Marketing activities that improve loyalty and
retention:
 Interact closely with customers
 Develop loyalty programs
 Club membership programs
 Create institutional ties
 Create value with brand communities
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21. Relationships and Relationship
Marketing
 Once the customer understands the marketer that he has keen interest
in him in all contexts, he builds the goodwill for the company; tells his
friends and relatives as a result of which customers increase.
 In case a customer is dissatisfied, like a rotten potato, he makes other
good potatoes also to rot.
 That is why relationship marketing has become a specialized aspect of
modern marketing which believes in building long-term partnership
with, customers for longer lasting loyalty.
 Relationship marketing is building long term mutually satisfying
relations with customers in order to earn and retain their long-term
loyalty.
 In relationship marketing, customer is regarded as a partner in creating
value
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22. Marketing Management
 Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering,
and communicating superior customer value
 Marketing in action is marketing Management.
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23. Marketing Management
 Marketing Management is the analysis, planning,
implementation and control of programmes
designed to bring about the desired exchanges
with target audiences for the purpose of personal
and mutual gain. It relies heavily on adoption and
coordination of the product, price, promotion and
place for achieving response
 Philip Kotler
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24. Marketing Management
 Marketing management as the process of planning
and executing the conception, pricing, promotion
and distribution of ideas, goods and services in
order to create, exchange and satisfy individual
and organizational objectives.
 American Marketing Association
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25. Process of Marketing Management
(Strategic Marketing Perspective)
 Situational analysis
 Formulation of marketing plan and program
 Program implementation
 Marketing control
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26. Any Queries
?
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27. Thank you
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