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C.3 Evolution of Marketing Management The underlying philosophies or orientations that guide the marketing activities of companies have changed overtime. The philosophies or orientations in order of their emergence areas follows a) Production orientation/concept b) Product orientation/concept c) Selling (Sales) orientation/concept d) Marketing orientation/concept e) Societal marketing orientation/concept ab Production concept This concept prevails quite often in situations where the demand fora product exceeds supply. Consequently the company concentrates its efforts on the efficient production and distribution of the product because it assumes that what consumers are primarily interested in is product availability at a low cost. b)
Product concept This concept exists when the mindset in the company is to make high quality and high performance products. Energy is concentrated on making good quality products because it is assumed that a good quality product will sell itself that consumers will make every effort to find and purchase the product because of its features. c)
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