Development and role of selling in marketing - The marketing concept
4 important questions on Development and role of selling in marketing - The marketing concept
What are three/four successive stages in the evolution of modern business practice orientation?
▪ Production Orientation
▪ (Product Orientation)
▪ Marketing Orientation
Elaborate on the sales/selling orientation?
▪ Main aim of a company is to sell products due to over-capacity and exess
supply or when customers need to be persuaded about the products
▪ Companies tend to believe that they can only sell sufficient products bymeans of aggressive sales and promotion of their products & services
▪ It is anticipated that the focus of business becomes to sell what they haverather than provide what customers want
▪ Popular due to introduction mass production techniques 1920/1930
Elaborate on 'Production orientation'?
▪ Underlying philosophy was that customers would purchase products,
provided they were of a reasonable quality and available in sufficiently largequantities at a suitably low price
▪ Favours the belief that customers select products and services that are widelyavailable and at the lowest possible price
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Elaborate on 'Market orientation'?
▪ Arose partly as a result of dissatisfaction with the production and sales
orientations, partly as a result of a changing environment, and partly as a
result of fundamental business sense
▪ Find out what customers wants and then we’ll make it
▪ Sometimes referred to as the customer orientation or even customer-ledapproach (became popular during 1950s in US)
▪ Will only invest in improvements if it has been identified that customers would
perceive these as being beneficial
▪ Starts off with the customer at the core of a business
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