Applied Philosophy In Marketing
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Marketing philosophies[/b][/b]
Production philosophy . . . 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".
Sales philosophy . . . 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".
The marketing concept and philosophy is one of the simplest ideas in marketing, and at the same time, it is also one of the most important marketing philosophies. At its very core are the customer and his or her satisfaction. The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. The organization that adopts the marketing concept will do everything in its power to meet the needs of its customers, but it must also make a profit. Sometimes the wants of the customers may include a low price or features that are not attainable for the organization if it is to make a profit. Consequently, the organization must hope for a compromise between what the consumer wants and what is practical for the business to provide. The new mass production techniques provided economies of scale allowing for lower costs of production and corresponding lower prices for goods. Lower prices greatly expanded the market for the goods, and the new production techniques were struggling to keep up with the demand. This situation meant that the product philosophy would work just as well in the new industrial environment. Consumers still did not need to be consulted for the organization to sell its products. Today, the marketing concept and philosophy stands as a formula for doing business and many believe it is a prescription for success. It aims to satisfy customers by guiding the organization to meet the customers' needs and wants while meeting the organization's goals. When mass production techniques created the Industrial Revolution, the volume of output was greatly increased. Yet the increased production of goods did not immediately eliminate the shortages from the pre-industrial era. Sometimes in the zeal to satisfy a customer's wants and needs, the marketing concept is construed to mean that the customer is always right. However, the marketing concept also states that it is important to meet organizational goals as well as satisfy customer wants and needs. Satisfying customer needs and organizational goals may involve conflicts that sometimes cannot be resolved. The marketing concept is a relative newcomer as a philosophy of doing business. However, its evolution started before the Industrial Revolution. As time progressed, customer and business needs also evolved. The product and selling philosophies eventually evolved into the marketing concept and philosophy.
The evolution of marketing as a business process and the fact that the traditional marketing function has declined do not, therefore, prevent marketers from claiming their place within the new environment, provided that they can adopt an analytical approach and think beyond traditional communication. The academic discipline of marketing has core schools of thought, where marketing is seen as either a philosophy or as a function. Where marketing is considered a philosophy, the marketing concept is embedded in management thought. With the alternative view, where marketing is a function within a business, marketing is seen as a department, in the same way as accounting or personnel.
Tips for modern marketers[/b][/b]
Learn the financial jargon; prove your added value with numbers.
Don’t think in terms of one product; focus more on a marketing strategy.
Teamwork: work with colleagues from different departments.
Take care of internal marketing; convince your colleagues of your strategic importance within the organization.
Don’t just focus on new ideas, adapt existing concepts as well.
Don’t just focus on the product, think of the whole experience.
Differentiate your customer base: what’s best for one customer is not necessarily so for another.
Engage in social media by observing your brand, facilitating conversations about it and possibly joining in.
Integrate offline and online marketing for maximum customer and business impact.
Take care of your brand: you’ll win over not only new customers, but also good sales colleagues.
Bear in mind the role of the retailer. The real fight for customers’ loyalty takes place at the point of sale.
Glean innovative ideas from atypical customers with a fresh outlook rather than from loyal customers with a tried-and-tested philosophy.
Marketing philosophies[/b][/b]
Production philosophy . . . 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".
Sales philosophy . . . 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".
The marketing concept and philosophy is one of the simplest ideas in marketing, and at the same time, it is also one of the most important marketing philosophies. At its very core are the customer and his or her satisfaction. The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. The organization that adopts the marketing concept will do everything in its power to meet the needs of its customers, but it must also make a profit. Sometimes the wants of the customers may include a low price or features that are not attainable for the organization if it is to make a profit. Consequently, the organization must hope for a compromise between what the consumer wants and what is practical for the business to provide. The new mass production techniques provided economies of scale allowing for lower costs of production and corresponding lower prices for goods. Lower prices greatly expanded the market for the goods, and the new production techniques were struggling to keep up with the demand. This situation meant that the product philosophy would work just as well in the new industrial environment. Consumers still did not need to be consulted for the organization to sell its products. Today, the marketing concept and philosophy stands as a formula for doing business and many believe it is a prescription for success. It aims to satisfy customers by guiding the organization to meet the customers' needs and wants while meeting the organization's goals. When mass production techniques created the Industrial Revolution, the volume of output was greatly increased. Yet the increased production of goods did not immediately eliminate the shortages from the pre-industrial era. Sometimes in the zeal to satisfy a customer's wants and needs, the marketing concept is construed to mean that the customer is always right. However, the marketing concept also states that it is important to meet organizational goals as well as satisfy customer wants and needs. Satisfying customer needs and organizational goals may involve conflicts that sometimes cannot be resolved. The marketing concept is a relative newcomer as a philosophy of doing business. However, its evolution started before the Industrial Revolution. As time progressed, customer and business needs also evolved. The product and selling philosophies eventually evolved into the marketing concept and philosophy.
The evolution of marketing as a business process and the fact that the traditional marketing function has declined do not, therefore, prevent marketers from claiming their place within the new environment, provided that they can adopt an analytical approach and think beyond traditional communication. The academic discipline of marketing has core schools of thought, where marketing is seen as either a philosophy or as a function. Where marketing is considered a philosophy, the marketing concept is embedded in management thought. With the alternative view, where marketing is a function within a business, marketing is seen as a department, in the same way as accounting or personnel.
Tips for modern marketers[/b][/b]
Learn the financial jargon; prove your added value with numbers.
Don’t think in terms of one product; focus more on a marketing strategy.
Teamwork: work with colleagues from different departments.
Take care of internal marketing; convince your colleagues of your strategic importance within the organization.
Don’t just focus on new ideas, adapt existing concepts as well.
Don’t just focus on the product, think of the whole experience.
Differentiate your customer base: what’s best for one customer is not necessarily so for another.
Engage in social media by observing your brand, facilitating conversations about it and possibly joining in.
Integrate offline and online marketing for maximum customer and business impact.
Take care of your brand: you’ll win over not only new customers, but also good sales colleagues.
Bear in mind the role of the retailer. The real fight for customers’ loyalty takes place at the point of sale.
Glean innovative ideas from atypical customers with a fresh outlook rather than from loyal customers with a tried-and-tested philosophy.