Marketing Management Philosophies

Remember:
There are only 5 concept of Philosophies
1. Manufacturing Concept aka Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Concept

Let's begin shall we?

1. Manufacturing Concept aka Production Concept
Manufacturing = Processing
Company who uses this concept will think that the final customer will love products that are available and highly affordable. In this case, when they use this concept, they should focus on improving production and distribution efficiency.

But bare in mind that, this will not be perfect because if the management only focuses on the production, they will tend to forget about what the customer wants.

Lecturer's example:
Henry Ford's Model T.
"You can have any colour you want as long as it is black", he said.
In this situation, he can't improve it's productivity for the choices of colours because the product's cost is too high in making thousands of cars. More to say, they only provide one colour which is black. This means, they didn't think of the customers. Take yourself as the customer, what colour do you want? Green, Blue, or White?

2. Product Concept
With this concept, the consumer prefer existing products and products forms.
The management will only improve the product's features, functions, colours, design, quantity, and so on.

Lecturer's example:
The Mouse trap = Product
The management's existing product are mouse traps. So, they have this idea of product and they wanted to improve it. Year passes by, the mouse trap are more and more high standards. The bad thing is, they never thought new ideas of product like "Ridsect" or "Ubat Mati Tikus".

3. Selling Concept
You did the assignment. So I asume you know.


4. Marketing Concept
You did the assignment. So I asume you know.

5. Societal Concept
Societal = Social
So, it's open to public.
Societal marketing is link to some walfare like WWF, in doing charity, fund raising or donation.
In this case, when a company is applying societal marketing, part of the money that earn, will donate to WWF as a charity. Therefore, it is not only company and the society walfare who are satisfied but customer also satisfied for this society marketing because they also want to be part of this.

Chloe's example:
Body Shop, is a company that against animal testing (anti animal testing). So, the customer buy Body Shop's product because they also want to anti animal testing.