Professional Documents
Culture Documents
Session 1:
Evolution of Marketing Concept
MAIN POINTS
EPYP-MM- Session 1 3
Three Stages of Marketing Evolution
Production Product
orientation orientation
Production Sales
orientation orientation
Societal
Marketing
Concept
Consumers Company
(Want satisfaction) (Profits)
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Marketing Perspectives
u
dP
ro O
tin
a
e
c Focus: Produce more to
lower the cost
EPYP-MM- Session 1 6
Marketing Perspectives
u
dO
P
tin
ro a
e
c Focus: Produce more to
lower the cost
EPYP-MM- Session 1 7
Marketing Perspectives
u
dO
P
tin
ro a
e
c Focus: Sell what it’s easy
to produce
n
taO
o
rie
Focus : Coordinate all
customer contacts
eM
D
g m
p
tin
rk
a
EPYP-MM- Session 1 8
Marketing Perspectives
u
dP
tin
ro
-ea
c Focus: Sell what it’s easy
to produce
Coordinate all
n
taO
o
rie
Focus :
customer contacts
eM
D
g m
p
tin
rk
a
n
taO
o
rie
eM
C
g
rk
a m
p
o
tin
y Focus : Long-run customer
satisfaction
EPYP-MM- Session 1 9
The Marketing Concept
fS n
o
c
tis
a E
fo
rt
m
C
to
u
e
s
r lCm
n
p
o
T
y
ta
The
Marketing
Concept
P
ro
fit
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What is Marketing?
MARKETING
CONCEPT
Customer
Customer satisfaction
Orientation +
Coordinated
+ marketing
Organisation’s activities
+ Organisational
Performance
objectives success
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Difference Between Marketing
and Selling Concepts
Selling
Marketing
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A Need and a Benefit
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Marketing Defined
Marketing is the process by which
companies create value for customers and
build strong (and profitable) customer
relationships in order to capture value
from customers in return.
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The Goal : Satisfaction …?
no no…
Customer DELIGHT !
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How does it happen?
Superior
Customer Value
Profitable Customer
Relationship Satisfaction
With Customer Delight
Customer
Retention
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The Customer Satisfaction / Loyalty
Relationship
Loyalty Apostle
100
Zone of Affection
80
60 Near Apostle
Zone of Indifference
40
Zone of Defection
20
0 Satisfaction
1 2 3 4 5
Terrorist ---------
V.D.S D.S S V.S
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The Marketing Management
Process
Organizing,
Planning marketing implementing, and
programs controlling
marketing effort
EPYP-MM- Session 1 20
Thank You
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