Gujarat BoardEnglish MediumSTD 12 CommerceOCMMARKETING MANAGEMENT5 Marks
Question
Explain different ideologies of marketing.
✓
Answer
Introduction :
There are many concept regarding marketing management is consideration to manage marketing.
Customers are the kings of the market.
So marketing should be customer oriented.
This concept is quite popular.
But today social concept is developed regarding marketing management.
Thoughts/ approaches / concepts of marketing :
Meaning :
Marketing activities are carried on with specific ideology, concept or philosophy which is known as ideology, concept or views of marketing.
Concept of marketing : There are five views of marketing.
Production concept :
This concept places emphasis on availability and price of the product.
Customers prefers cheap products.
This concept is implemented where quality is not considered but only price is considered.
According to this concept, the producer offer only cheap products.
They so not have to bother to give additional facilities regarding the product.
This concept is called production oriented concept.
This concept is observed in under – developed countries.
Product concept :
This concept emphasis the quality of the product.
It is believed that consumer is quality conscious.
So the directors insist on continuous improvement in the quality of the product.
At that time they do not consider the requirement or choice of the consumers.
They produce high quality product from their own view point and sell in the market at very high price.
Those who follow this concept focus on research and development.
Selling concept :
This concept of marketing concentrate on the process of sale.
Its emphasis is on increasing sale of the product.
It directly or indirectly attracts the consumer to buy the product.
Business units adopt various methods to promote sales through aggressive advertisements, individual sale, salesmen create demand of the product.
Here requirement of consumer is sometimes overlooked much attention is not paid towards real demand of the consumer.
Efforts are made to capitalize the product through sale. This creates satisfaction in consumers.
Marketing concept :
This concept of marketing is known as consumer based concept.
Under this concept research is undertaken regarding requirements, habits, selection, fashion, hobby of consumers and according products are manufactured.
Every activity is made customer centric.
Considering customer as ‘The King of the Market.’
On the basis of it, marketing policy is determined, efforts are made to give highest satisfaction to consumers by offering products more effectively than competitors.
Under this concept, business units, consumers and community are benefited.
This concept of marketing is considered the most modern concept.
Huge business units have adopted this concept of marketing.
Social concept :
This concept of marketing is called community centric concept.
Requirement of consumer is considered and efforts are made to satisfy them.
But in the long run the interest of consumers, community and nation are at risk.
Along with it natural resources are wasted.
As per social concept every business unit should take care not to disturb environment or to create least harm environment while performing any process to fulfill the needs of customers.
Considering environmental issue, many business units have discontinued the use of plastic in packing and have reduced toxic gases in manufacturing product has been reduced.
At the dame time is roper discharge is followed.
Healthy, ready to eat food, which is not harmful for health is in demand and this concepts is being developed.
Some states have introduced ‘Fat tax’.
Efforts are being made to preserve environment, and to reduce air pollution and pollution of noise.
In short social concept of marketing is based on community centric activities.
Conclusion :
Consumer oriented concept is mainly more popular among all other concepts behind marketing.
Consumers, business units, and community are benefits.
But in long run their interest is at risk.
Along with this concept community centric, (Social concept) should be implemented.
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