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1 Introduction As the development of economy recently more and more people focus the importance of concept of Marketing because it has already improved the peoples viewpoint which how to deal the business However one of the most persistent conceptual problems in marketing is its definition In the light of Philip Kotler marketing definition consist of social definition and managerial definition Kotler 2000 p7-8 According to the British Chartered Institute of Marketing Marketing is the management process responsible for identifying anticipating and satisfying customers requirements profitably Adcock Halborg Ross 2001 p3 In addition some others define marketing as all activities directed towards identifying and satisfying customer needs and wants through a process of exchange Assael Reed Patton 1996 p4 Regardless of the several definitions of marketing what philosophy should guide these marketing efforts Generally the five philosophies of production concept product concept selling concept and societal marketing concepts should be paid more attention in marketing management process In the following the five concepts will be alternatively discussed with theories and practice 2 The brief meanings of marketing management philosophies The production concept is one of the oldest concepts in business It holds that consumers will favor products that are available and highly affordable Therefore management should focus on improving production and distribution efficiency Armstrong Kotler 2003 p19 For example Henry Fords whole philosophy was to perfect the production of the Model T so that its cost could be reduced and more people could afford it The product concept holds that consumers will favor products that offer the most quality performance and innovative feature Thus an organization should devote energy to making continuous product improvements Kotler Armstrong Brown Adam 1998 p16 Nowadays there are some oriental manufacturers adopt this concept The selling concept holds that customers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort Kotler
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