Marketing: Creating and Capturing Customer Value

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Chapter 1
Marketing: creating and capturing customer value

4. Name and describe the five different marketing management orientations. Which orientation do you believe your school follows when marketing its undergraduate program? The five marketing management orientations are production concept, product concept, selling concept, marketing concept and societal marketing concept. Production concept is the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency. Product concept is the idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. Marketing concept is the marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Societal marketing concept is the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interest, and society’s long-run interests. In my opinion, I believe my school should follows the product concept when marketing its undergraduate program. First, for senior high graduates, entering universities is one way to enlarge their knowledge and broaden their horizons. Students would like to enter universities which are the best ones they could apply. The quality of the faculty and facilities, the environment and atmosphere of the campus and many other things matter. So, in order to have better undergraduate students, universities should follow the product concept and pursue high performance, quality and features....
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