MARKETING MANAGEMENT STRATEGIESMark

MARKETING MANAGEMENT STRATEGIES
Marketing management is carrying out tasks to achieve desired exchanges with target markets. What strategy should guide these marketing efforts? There are five competing concepts under w hich organizations conduct their marketing activity: the production, product, selling, marketing, and societal marketing concepts.
The Production Concept The production concept holds that consumers will favor products that are available and highly affordable, and therefore management should focus on improving production and
distribution efficiency. This concept is one of the oldest philosophies guiding sellers. The production concept is a proper strategy in two types of situations. In the first, the demand for a product is bigger than the supply. In this case, management should look for ways to increase production. The second situation is one in which the product’s cost is high and improved productivity is needed to bring it down. Today Texas Instruments (TI) follows the philosophy of increased production and lower costs in order to bring down prices. It won a major share of the American hand-calculator market with this philosophy.
The Product Concept Another major concept guiding sellers, the product concept holds that consumers will favor products that offer the most quality, performance, and features, and therefore the organization should devote its energy to making continuous product improvements. Sometimes the product concept leads to marketing myopia. Railroad management thought that users wanted treiins rather than transportation and overlooked the growing challenge of airlines, buses, trucks, and automobiles. Colleges assume that high school graduates want a liberal arts education rather than specific job skills and overlook the increasing challenge of vocational schools.
The Selling Concept Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization’s products unless the organization undertakes a large selling and promotion effort. The selling concept is practiced hardest with unsought goods, those that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. These industries are good at tracking down prospects and hard-selling them on product benefits. The selling concept is also practiced in the nonprofit area. A political party will vigorously sell its candidate to the voters as being a fantastic person for the job.
The Marketing Concept The inai keting concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. This concept is a relatively recent business philosophy. The marketing concept has been stated in colorful ways, such as “Find a need and fill it”; “Make what you can sell instead of trying to sell what you can make”; and “We’re not satisfied until you are”. J. C. Penney’s motto summarizes this concept: “To do all in our power to pack the customer’s dollar full of val ue, quality, and satisfaction”. The selling concept and the marketing concept are frequently confused. The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company’s existing products, and calls for heavy selling and promoting as a means to achieve profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates all the marketing activities that affect customers, and produces profits by creating customer satisfaction. Under the marketing concept, companies produce what consumers want and, in this way, satisfy consumers and make profits. The marketing concept is practiced more in consumer- goods companies than in industrial-goods companies and more in large companies than in small companies. Also, manj»^ companies claim they practice the concept but do not. They have the forms of marketing - such as a marketing vice-president, product managers, marketing plans, marketing research - but not the substance. Several years of hard work are needed to turn a sales-oriented company into a market- oriented company.
The Societal Marketing Concept The societal marketing concept holds that the organization should determine the needs, wants, and interests of tar
73
get markets and d e liv e r th e d esired sa tisfa ction s more effectively and efficiently than competitors in a way that maintains or improves the consumer’s and the society’s well- being·. The societal m a i'k etiiig cunuepl is the newest of the five marketing management philosophies. The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems, resource shortages, rapid population growth, world hunger and poverty, and neglected social services. It asks if the firm that senses, serves, and satisfies individual wants is always doing what is best for consumers and society in the long run. The pure marketing concept overlooks possible conflicts between short-run consumer wants and long-run consumer welfare. The societal marketing concept calls upon marketers cobalance three considerations in setting their marketing policies. Originally, companies based their marketing decisions largely on short-run company profit. Then they began to recognize the long-run importance of satisfying consumer wants, and this recognition introduced the marketing concept. Now they are beginning to think of society’s interests when making decisions. The societal marketing concept calls for balancing all three considerations-company profits, consumer wants, and society’s interests. Many companies ha ve made large sales and profit gains by practicing the societal marketing concept.

Результаты (русский) 1:

MARKETING MANAGEMENT STRATEGIESMarketing management is carrying out tasks to achieve desired exchanges with target markets. What strategy should guide these marketing efforts? There are five competing concepts under w hich organizations conduct their marketing activity: the production, product, selling, marketing, and societal marketing concepts.The Production Concept The production concept holds that consumers will favor products that are available and highly affordable, and therefore management should focus on improving production anddistribution efficiency. This concept is one of the oldest philosophies guiding sellers. The production concept is a proper strategy in two types of situations. In the first, the demand for a product is bigger than the supply. In this case, management should look for ways to increase production. The second situation is one in which the product's cost is high and improved productivity is needed to bring it down. Today Texas Instruments (TI) follows the philosophy of increased production and lower costs in order to bring down prices. It won a major share of the American hand-calculator market with this philosophy.The Product Concept Another major concept guiding sellers, the product concept holds that consumers will favor products that offer the most quality, performance, and features, and therefore the organization should devote its energy to making continuous product date. Sometimes the product concept leads to marketing myopia. Railroad management thought that users wanted treiins rather than transportation and overlooked the growing challenge of airlines, buses, trucks, and automobiles. Colleges assume that high school graduates want a liberal arts education rather than specific job skills and overlook the increasing challenge of vocational schools.The Selling Concept Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless the organization undertakes a large selling and promotion effort. The selling concept is practiced with unsought goods hardest, those that buyers do not normally think of buying, such as insurance, encyclopedias, and funeral plots. These industries are good at tracking down prospects and hard-selling them on product benefits. The selling concept is also practiced in the nonprofit area. A political party will vigorously sell its candidate to the voters as being a fantastic person for the job.The Marketing Concept The inai keting concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. This concept is a relatively recent business philosophy. The marketing concept has been stated in colorful ways, such as "Find a need and fill it"; "Make what you can sell instead of trying to sell what you can make"; and "we're not satisfied until you are." J. c. Penney's motto summarizes this concept: "To do all in our power to pack the customer's dollar full of val ue, quality, and satisfaction. The selling concept and the marketing concept are frequently confused. The selling concept takes an inside-out perspective. It starts with the factory focuses on the company's of existing products, and calls for heavy selling and promoting itself as a means to achieve profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates all the marketing activities that affect customers, and produces profits by creating customer satisfaction. Under the marketing concept, companies produce what consumers want and, in this way, satisfy consumers and make profits. The marketing concept is practiced more in consumer-goods companies than in industrial-goods companies and more in large companies than in small companies. Also, the manj "^ companies claim they practice the concept but do not. They have the forms of marketing-such as a marketing Vice-President, product managers, marketing plans, marketing research-but not the substance. Several years of hard work are needed to turn a sales-oriented company into a market-oriented company.The Societal Marketing Concept The societal marketing concept holds that the organization should determine the needs, wants and interests of tar73get markets and d e liv e r th e d esired sa tisfa — s more effectively and efficiently than competitors in a way that maintains or improves the consumers and the society's well-being. The societal m a etiiig cunuepl i'k is the newest of the five marketing management philosophies. The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems, resource shortages, rapid population growth, world hunger and poverty, and neglected social services. It asks if the firm that senses serves, and satisfies an individual wants is always doing what is best for consumers and society in the long run. The pure marketing concept overlooks possible conflicts between short-run consumer wants and long-run consumer welfare. The societal marketing concept calls upon marketers cobalance three considerations in setting their marketing policies. Originally, companies based their marketing decisions largely on short-run company profit. Then they began to recognize the long-run the importance of satisfying consumer wants, and this recognition re-introduced the marketing concept. Now they are beginning to think of society's interests when making decisions. The societal marketing concept calls for balancing all three considerations-company profits, consumer wants, and society's interests. Many companies ha ve made large sales and profit gains by practicing the societal marketing concept.

Результаты (русский) 2:

MANAGEMENT STRATEGIES MARKETING
Marketing management is carrying out tasks to achieve desired exchanges with target markets. What strategy should guide these marketing efforts? There are five competing concepts under w hich organizations conduct their marketing activity: the production, product, selling, marketing, and societal marketing concepts.
The Production Concept The production concept holds that consumers will favor products that are available and highly affordable, and therefore management focus on improving should production and
distribution efficiency. This concept is one of the oldest philosophies guiding sellers. The production concept is a proper strategy in two types of situations. In the first, the demand for a product is bigger than the supply. In this case, management should look for ways to increase production. The second situation is one in which the product's cost is high and improved productivity is needed to bring it down. Today Texas Instruments (TI) follows the philosophy of increased production and lower costs in order to bring down prices. It won a major this content share of the American hand-calculator market with this philosophy.
The Product Concept Another major concept guiding sellers, the product concept holds that consumers will favor products that offer the most quality, performance, and features, and therefore the organization should devote its energy to making continuous product improvements. Sometimes the product concept leads to marketing myopia. Railroad management thought that users wanted treiins rather than transportation and overlooked the growing challenge of airlines, buses, trucks, and automobiles. Colleges assume that high school graduates want a liberal arts education rather than specific job skills and overlook the increasing challenge of vocational schools.
The Selling Concept Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless the organization undertakes a large selling and promotion effort. The selling concept is practiced hardest with unsought goods, those that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. These industries are good at tracking down prospects and hard-selling them on product benefits. The selling concept is also practiced in the nonprofit area. A political party will vigorously sell its candidate to the voters as being a fantastic person for the job.
The Marketing Concept The inai keting concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. This concept is a relatively recent business philosophy. The marketing concept has been stated in colorful ways, such as "Find a need and fill it"; "Make what you can sell instead of trying to sell what you can make"; and "We're not satisfied until you are". JC Penney's motto summarizes this concept: "To do all in our power to pack the customer's dollar full of val ue, quality, and satisfaction". The selling concept and the marketing concept are frequently confused. The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company's existing products, and calls for heavy selling and promoting as a means to achieve profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates all the marketing activities that affect customers, and produces profits by creating customer satisfaction. Under the marketing concept, companies produce what consumers want and, in this way, satisfy consumers and make profits. The marketing concept is practiced more in consumer- goods companies than in industrial-goods companies and more in large companies than in small companies. Also, manj »^ companies claim they practice the concept but do not. They have the forms of marketing - such as a marketing vice-president, product managers, marketing plans, marketing research - but not the substance. Years of hard Several work are needed to turn a sales-oriented company into a market- oriented company.
The Societal Marketing Concept The societal marketing concept holds that the organization should determine the needs, wants, and interests of tar
73
get markets and de liv er th ed esired sa tisfa ction s more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well- being ·. The societal ma i'k etiiig cunuepl is the newest of the five marketing management philosophies. The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems, resource shortages, rapid population growth, world hunger and poverty, and neglected social services. It asks if the firm that senses, serves, and satisfies individual wants is always doing what is best for consumers and society in the long run. The pure marketing concept overlooks possible conflicts between short-run consumer wants and long-run consumer welfare. The societal marketing concept calls upon marketers cobalance three considerations in setting their marketing policies. Originally, companies based their marketing decisions largely on short-run company profit. Then they began to recognize the long-run importance of satisfying consumer wants, and this recognition introduced the marketing concept. Now they are beginning to think of society's interests when making decisions. The societal marketing concept calls for balancing all three considerations-company profits, consumer wants, and society's interests. Many companies ha ve made ​​large sales and profit gains by practicing the societal marketing concept.

Результаты (русский) 3:

MARKETING management STRATEGIES
marketing management is carrying out tasks to achieve desired exchanges with target markets. what strategy should guide these marketing efforts? there are five competing concepts under w hich organizations conduct their marketing activity: the production, product, internet, marketing, and societal marketing concepts.the production concept, the production concept holds that consumers will favor products that are available and highly affordable, and therefore management should focus on improving production and distribution efficiency of
. this concept is one of the oldest philosophies guiding sellers. the production concept is a proper strategy in two types of situations. in the first,the demand for a product is bigger than the supply. in this case, management should look for ways to increase production. the second situation is one in which the product 's cost is high and improved productivity is needed to bring it down. today texas instruments (ti) follows the philosophy of increased production and lower costs in order to bring down prices.it won a major share of the american market with a hand calculator, this philosophy.
the product concept another major concept guiding sellers, the product concept holds that consumers will favor products that offer the most quality, performance, and features, and therefore the organization should devote its energy to making continuous product improvements.sometimes the product concept leads to marketing myopia. railroad management thought that users wanted treiins rather than transportation and with the growing challenge of airlines, buses, trucks, and automobiles. (assume that high school graduates want a liberal arts education rather than specific job skills and overlook the increasing challenge of vocational schools.the selling concept many organizations follow the internet concept, which holds that consumers will not buy enough of the organization's products unless the organization undertakes a large internet and promotion effort. the internet concept is practiced hardest with unsought goods, those that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots.these industries are good at tracking down prospects and hard - seen them on product benefits. the concept is also seen in the practiced nonprofit area. a political party will vigorously sell its candidate to the voters as being a great person for the job.the marketing concept of the inai keting concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. this concept is a relatively recent business philosophy. the marketing concept has been stated in colorful ways, such as "find a need and fill it"."make what you can use instead of trying to sell what you can make"; and "we're not satisfied until you are". j. c. Penney's same idea summarizes this concept: "to do all in our power to pack the customer's dollar full of val ue, quality and satisfaction". the internet business and the marketing concept and for the world. the internet concept takes an inside out perspective.it starts with the factory, focuses on the company's existing products, and calls for heavy internet and promoting as a means to achieve profitable sales. the marketing concept takes an outside in perspective. it starts with a well defined market, focuses on customer needs, coordinates all the marketing activities that affect customers, and produces profits by creating customer satisfaction.under the marketing concept, companies produce what consumers want and, in this way, satisfy consumers and make profits. the marketing concept is practiced more in consumer - goods companies than in industrial - goods companies and more in large companies than in small companies. the manj»
companies claim they practice the concept but do not.they have the forms of marketing such as a marketing vice - president, product managers, marketing plans, marketing research - but not the substance. the years of hard work are needed to turn a sales - oriented company to a market - oriented company.
the societal marketing concept the societal marketing concept holds that the organization should determine the needs, wants,and interests of tar
.
get markets and d e liv e r th e d esired sa tisfa ction s more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well being·. the societal m a i k etiiig cunuepl is the newest of the five marketing management philosophies.the societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems and resource shortages, rapid population growth, world hunger and poverty, and neglected social services. it asks if the firm that senses, serves, and satisfies individual wants is always doing what is best for consumers and society in the long run.the pure marketing concept in possible conflicts between short - run consumer wants and long - run consumer welfare. the societal marketing concept calls upon marketers cobalance three considerations in setting their marketing policies. during, companies based their marketing decisions largely on short - run company profit.then they began to recognize the long - run importance of information consumer wants, and this recognition for the marketing concept. now they are beginning to think of society's interests when making decisions. the societal marketing concept calls for balancing all three considerations - company profits, consumer wants, and society's interests.many companies ha ve made large sales and profit gains by practicing the societal marketing concept. "