MARKETING TASKS AND

PHILOSOPHIES
 MARKETING TASKS AND

PHILOSOPHIES

Marketing Management attempts to

contribute to the organizational objectives
which of course vary with the change in the
market conditions, prevailing environment,
and the demand pattern of the consumers
and above all the technological changes.
Economic theories teach that man is guided
by the idea of utility in the purchase
decision as he selects those products that
offer him the maximum utility for the
money he parts with. In marketing, the idea
of utility gets enlarged as many other
 DMAND STATES AND MARKETING
TASKS
DEMA MARKET
ND CHARACTERISTICS
STATE
Negative Target consumers may be
demand unaware of or uninterested
in the product. Farmers may
not be interested in a new
farming method, and college
students may not be
interested in foreign-
language courses.
MARKETING
TASK
Analyze why the
market dislikes the
product and whether a
marketing program
consisting of product
redesign, lower prices,
and more positive
promotion can change
beliefs and attitudes.
DEMA MARKET MARKETING
ND CHARACTERISTICS TASK
STATE

No A major part of the The marketing task

deman market dislikes the is to find ways to
d product and may even connect the
pay a price to avoid it. benefits of the
For example product with
vaccinations, dental people's natural
work, vasectomies, and needs and
gallbladder operations interests. They
etc. Also, the employers may also have to
have a negative demand convey the
for ex-convicts and consumers the
alcoholics as benefits of
DEMAN MARKET MARKETING
D STATE CHARACTERISTICS TASK

Latent Consumers may Measure the

demand share a strong size of the
. need that cannot potential
be satisfied by any market and
existing product develop goods
available in the and services
market. to meet the
demand.
DEMAN MARKET MARKETING
D STATE CHARACTERISTICS TASK

Declinin Customers Analyze the

g switching or causes for
demand leaving or declining
. ignoring the demand.
offer. Every Reverse
organization, declining
sooner or later, demand through
faces declining creative
demand for one remarketing and
or more of its adding new
products. values to the
DEMAND MARKET MARKETING TASK
STATE CHARACTERISTIC
S

Irregular Many The marketing

demand. organizations task is to find
face demand ways to alter the
that varies on a pattern of
seasonal, daily, demand through
or even hourly flexible pricing,
basis, causing promotion, and
problems of idle other incentives.
or overworked
capacity
DEMAN MARKET MARKETING
D STATE CHARACTERISTICS TASK

Overful Demand is The marketing

l higher than task, called de
deman what the marketing,
d marketer can requires
or want to finding ways
handle. to reduce
Amusement demand
parks on temporarily or
weekends get permanently.
more
DEMAND MARKET MARKETING TASK
STATE CHARACTERISTICS

Unwholeso Unwholesome Marketer’s task is to

me products such as adopt such strategies
demand. cigarettes and like fear message,
alcohol will price hikes etc. which
attract organized may make these
efforts to consumers to give up
discourage their the demand for such
consumption. products. In order to
make the consumers
give up the demand
for some products, the
tools such as fear
message, price hikes
etc. may help.
 MARKETING
PHILOSOPHIES
• The Production Concept
The production concept is one of the oldest
concepts in business. The production concept
holds that consumers will generally prefer
products that are widely available and
inexpensive. Managers of production-oriented
businesses concentrate on achieving high
production efficiency, low costs and mass-
distribution. They assume that consumers are
primarily interested in product availability at low
prices. This orientation makes sense in
developing countries, where consumers are more
interested in obtaining the product without caring
for its features. It is also used when a company
wants to expand the market.
 MARKETING PHILOSOPHIES
• The Product Concept
The businesses, which adopt the product concept,
hold the philosophy that consumers will favor
those products that offer the most quality,
performance, or innovative features. Managers in
these organizations focus on making superior
products and improving them over time. They
assume that buyers admire well-made products
and can evaluate quality and performance.
However, these managers are sometimes caught
up in a sort of love affair with their products as
they put in all their efforts in improving the
product quality without caring for the other
components of the marketing mix which are
equally necessary to make the desired sales
 MARKETING PHILOSOPHIES
• The Selling Concept
• The selling concept holds that consumers, if left
alone, will ordinarily not buy enough of the
organization's products. The organization must,
therefore, undertake an aggressive selling and
promotional effort. This concept assumes that
consumers typically show buying inertia or
resistance and must be coaxed into buying. It
also assumes that the company has a whole
battery of effective selling and promotional tools
to stimulate more buying.

• The selling concept is practiced most

aggressively for unsought goods, goods that
buyers normally do not think of buying, such as
insurance and encyclopedias etc.
 MARKETING PHILOSOPHIES
• The Marketing Concept
• The marketing concept holds that the key
to achieving its organizational goals
consists of the company being more
effective than competitors in creating,
delivering, and communicating superior
customer value to its chosen target
markets. This concept crystallized in the
mid-1950s, has been expressed in many
way as:
• “Meeting needs profitably.”
• “Find wants and fill them.”
 The Societal Marketing
Concept
• The societal marketing concept holds that the businesses
have their own role to play for the overall well being of the
society. It extends the relationship of a business far wider
than only with its customers but extends to the whole
society. The underlying philosophy of this concept is that, a
company should produce and market only those products
which are good for the overall well being of their potential
consumers in general and overall society at large. The
methods of production should not cause any type of
environment pollution etc.
 Modern Marketing Philosophies
• The goal of business is not to make a profit-but to cultivate
customers. Firms earn profits as the result of succeeding at
cultivating and taking good care of their customers. By
building solid relationships with customers they will become
their vendor of choice. To cultivate customers (marketing)
they will build a solid bridge with the customers and
prospects that will enable them to be in the right place at
the right time.

• In the long run, effective marketing is the only way for the
businesses to achieve their financial goals. What sets one
company apart from others is the degree to which it
translates its expertise, knowledge and experience into
helpful and timely information and assistance for its
customers and prospects.

• Customer cultivation is the only way to truly grow and

prosper as a company. This means investing in knowing
what the customer needs and making sure that marketing
people create viable solutions to their needs and
communicate it to the customers and prospects for their
products, and that the sales force makes sure the customer
 Modern Marketing
Philosophies
• There is a vital need for every company to spend
considerable time, effort and money positioning itself in the
marketplace. If a company does not use marketing and
public relations to influence what customers think of the
about a company and its products or services, customers
will come to their own conclusions. In a vacuum of non-
communication, their perceptions will no doubt be
inaccurate, wrong or worse yet-they won't even think of you
at all! Sales, marketing and public relations are all separate
practices that should not be lumped together. They are
distinct disciplines and must be maintained as such. Each
has a distinct role to play in the marketing mix.

• The role of sales is to close the deal; make the sale (not to
hunt for leads or make cold contacts). Being at the right
place at the right time (timing) is critical to making the sale-
when the customer is educated and ready to buy.
Marketing must always precede the sale. Its role is to
create leads for the sales force. Marketing is educating the
customer and creating the right buying environment so that
the customers are primed to buy when the salespeople call.
The goal of marketing is to create ready buyers for the
 Modern Marketing
Philosophies
• Customers are intelligent and vote on the
products and services with their feet and their
money. They will always seek the best and
most intelligent deal for themselves, whether
they are consciously aware of it or not.
Whatever is delivered, the company must
perceive the user of it as its "customer."
• Integrated Marketing is clear, strategic and
disciplined. Integrated Marketing hinges on
three key principles:
• Think “long-term” and “continuity” not “once
now” or “once in a while.”
• Get the customer to want you.
• Be there when the customer gets ready to buy.
 Conclusion
In the modern time there is a considerable
change in the market philosophy.
According to this philosophy the need
evaluation process precedes all the other
tasks of marketing. Now the companies
take due care of the customer and see him
from a respectable angle. They now
believe in building good relationship with
the consumers and they present their
products before the customers with proper
efforts to position them with the right
attributes and features. In the long run,
effective marketing will be the only