Question

Select ANY TWO out of the FIVE marketing orientations (referring to production concept, product concept, selling concept, marketing concept and societal marketing concept). Compare and contrast the characteristics of the TWO selected marketing orientation concepts, and provide your stand (position) and justifications on which concept is more relevant in the contemporary marketing strategies

Answer 1

MARKETING CONCEPT

Marketing concept focuses on customer needs and customer satisfaction. Here consumer is treated as center of the organization. As per marketing concept a business must focus on needs and wants of customer there by deliver great customer value as compared to competitors. And also a business must ensure that whether the customers are satisfied or not by using their products and services. Actually marketing starts before production and continues even after sales.

SOCIETAL MARKETING CONCEPT

This concept is beyond marketing concept. Here consumer plus society is considered. As per this concept duty of business is not just to satisfy needs of consumers. But it should work as per the interest of society and individuals. Here businesses thinks that society is the reason for their existence so in return business must consider society and provide any benefit to society from the company. This concept not only satisfies customers in long terms but also considers society's well being. Every business must have to gain public confidence or gather trust of society ,for this they have to do their marketing activities in a socially responsible manner and through which they could earn profit. Example for this are Partnering with Ethos Water, Starbucks tries to help in bringing clean water to over one billion people who don’t have access to it. Google have committed over $1 billion to renewable energy projects .

In my opinion SOCIETAL MARKETING CONCEPT is the most relevant one now. At a time this concept considers society's welfare as well as customer needs and satisfaction. As per this concept a business which utilises resources from its society must bring back something in return to the society. The mother earths sources water, air etc must be given consideration.