. . . is production (product) oriented. It implies a good product will sell itself, or "we don't need a sales department because we can sell everything we can produce".
. . . says, "our capacity exceeds our orders and we don't want to reduce production, so lets find some new customers".
Marketing department philosophy
. . . says "let's find new customers for our products but not produce more than we can sell, and lets make adjustments to production, prices, and products to keep everything in balance".
Marketing concept philosophy
. . . says, "let's identify and meet the buyers needs and wants, consistent with our company's long term mission, and our business objectives".
Societal marketing philosophy
. . . says, "let's continue to meet the market needs, and our business objectives, but do so in a way that also enhances the well being of society".
Marketing philosophy comparison
Marketing department vs. marketing concept
The marketing concept philosophy
Defines the firm's mission in terms of benefits and satisfaction it offers, rather than in terms of products it makes and sells.
Emphasizes two way communications to identify customer needs - then develops markets and products to satisfy their needs. Gone is the emphasis on one-way communications to persuade people to buy products already made.
Requires both long and short range planning to achieve profit by meeting customer needs. Gone is the exclusive focus on short range planning to achieve volume sales, volume objectives.
Emphasis is on total systems integration of all departments to achieve profit goals. Gone is the exclusive focus on the efforts of individual departments and sales forces
Sales executives think in these terms
1. Sales volume rather than profit
Increase current sales
Achieve commission and bonus
2. Short run rather than long run
Think only about today's products, markets, customers and strategies
Don't think about product/market expansion strategies over the next 5 years
3. Individual customers rather than market segments
Knowledgeable about individual accounts
Less interested in developing strategies for market segments
4. Field work rather than desk work
Prefer to sell to customers instead of developing plans and strategies and plans of implementation
Marketing executives think in these terms
1. Profit planning
Plan sales volume around profits.
Plan product mix, customer mixes and marketing mixes to achieve profit
Plan with acceptable risk
2. Long run trends, threats and opportunities
How to translate these into new products and markets
Use to develop strategies to assure long term growth
3. Customer types and segment differences
Determine ways to offer superior value to the most profitable segments
4. Good system for market analysis, planning and control
They are comfortable with numbers and working out financial implications of marketing plans