Professor de Marketing e Psicologia do Consumidor
Consultor de Marketing Educacional e Pesquisa Científica
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Orientações Estratégicas de Marketing Fonte original:
http://www.wu-wien.ac.at/usr/h97a/h9750036/definition:marketing.html
The product concept holds that consumers will favor those products that offer the most quality, performance, and features, and therefore the organization should devote its energy to making continuous product improvements.
Many manufacturers believe that if they can build a better mousetrap, the world will beat a path to their door. But they are often rudely shocked. The buyers are looking for a solution to a mouse problem, bot not necessarily a better mousetrap. The solution might be a chemical spray, an exterminating service, or something that works better than a mousetrap. Furthermore, a better mousetrap will not sell unless the manufacturer takes positive steps to design, package, and price this new product attractively, place it in convenient distribution channels, brings it to the attention of persons who need it, and convince them that it has superior qualities.
The product concept leads to marketing myopia.
The lesson we must learn from this is that marketers are well-advised to watch out for competitors who may enter the market with a totally different product that offers the same or even more consumer satisfaction. Marketers in any industry can keep their product in demand by discovering and emphasising further consumer benefits.
The production concept holds that consumers will favor those products that are available and highly affordable, and therefore management should concentrate on improving production and distribution efficiency.
The production concept is an appropriate philpsophy in two types of situations:
Some service organizations also follow the production concept. Many medical and dental practices are organized on assembly-line principles, as are some government agencies such as unemployment offices and license bureaus. Although it results in handling many cases per hour, this type of management is open to charges of impersonality and consumer idsensitivity.
The selling concept holds that consumers will not buy enough of the organization's products unless the organization undertakes a substantial selling and promotion effort.
The selling concept is practiced most aggressively with "unsought goods", those goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. These industries have perfected various sales techniques to track down prospects and hard-sell them on the benefits of their product.
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 candidate stumps through voting precincts from early morning to late evening shaking hands, kissing babies, meeting donors, making breezy speeches. Countless dollars are spent on radio and television advertistng, posters, and mailings. Any flaws in the candidate are concealed from the public because the aim is to get the sale, not worry about postpurchase satisfaction.
The marketing concept is a more recent business philosophy which holds that the key to achieving organizational goals consists in determinimg the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.
The marketing concept has been expressed in colorful ways, such as "Find wants and fill them"; "Make what you can sell instead of trying to sell what you can make"; "Love the customer and not the product"; "Have it your way" (Burger King); and "You're the boss" (United Airlines).
J.C.Penney's motto summarizes this attitude: "To do all in our power to pack the customer's dollar full of value, quality, and satisfaction."
Many companies have adopted the marketing concept. We know that Procter & Gamble, IBM, Avon, and McDonald's follow ths concept faithfully. We also know that the marketing concept is practiced more in consumer goods companies than in industrial goods companies, and more in large companies than in small ones.
"Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller's need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it." (Theodore Levitt)
The societal marketing concept is the newest concept. It holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.
The societal marketing concept arises from questioning whether the pure marketing concept constitutes an adequate business philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world-wide inflation, and neglected social services. Is the firm that senses, serves , and satisfies individual wants always acting in the best long-run interests of consumers and society? (Just take the Coca Cola Company, for instance!) The pure marketing concept sidesteps possible conflicts between immediate consumer wants and long-run consumer welfare.
The societal marketing concept calls upon marketers to balance three considerations in setting their marketing policies.
Originally, companies based their marketing decisions largely on immediate company profit calculations. Then they began to recognize the long-run importance of satisfying consumer wants, and this introduced the marketing concept. Now they are beginning to factor society's interests into their decision making. The societal marketing concept calls for balancing all three considerations. A number of companies have achieved substantial sales and profit gains by adopting and practicing the societal marketing concept.Got interested? Do you want to read more about multidimensional marketing?
PRODUCTION / PRODUCT / SELLING / MARKETING