Foundations of Marketing Essay Example | Topics and Well Written Essays - 1500 words

Foundations of Marketing - Essay ExampleWhen a company bases its operations on a production orientation, the thought adopted is that consumers favour products that are available and highly affordable. The centralize is on improving production and distribution side of the business. The product purpose holds that consumers get products, which are of superior quality and carry innovative features. Continuous product improvement gets the priority. Product orientation carries the danger of being susceptible to marketing shortsightedness where the company fails to see the broader market involve which it is fulfilling but concentrates too closely on the product itself. Many organisations still favour the selling concept where the focus is on large-scale promotional and selling efforts. However with the customers getting more and more sophisticated and possessing high level of product and market information, hard selling tactics are no longer the preferred mode. The forth alternative is the marketing approach where the underlying belief is that achieving organisational goals depend upon determining the needs and wants of gull markets and delivering the desired satisfactions more effectively and efficiently than competition. The main focus lies in identifying and meeting the customer needs effectively and profitably. Final and newest marketing concept is societal marketing where the focus is to balance the needs of the company with consumers short-term needs as well as overall long-term needs of society.