The societal marketing concept builds upon the same philosophy as the marketing concept by adding the focus on giving back to the society by offering products or the business practices that will improve society overall.The marketing conceptAs the marketing concept is the basis of the societal marketing concept, it is worthwhile exploring this quickly first. […]
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Understanding the production conceptMarketing textbooks usually describe five main eras, or philosophies, of how marketing evolved. The first accepted phase is the production era in marketing, which is based upon the assumption that consumers prefer available and affordable products. With this philosophy, broad distribution and cost leadership were winning strategy combinations.This concept dates from the
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Understanding the product conceptFollowing the production era of reduced production and distribution costs in order to deliver better value to consumers, firms had success with adopting a different philosophy – the product concept – which took the view that a good product will create its own market or consumers were willing to pay a little
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Also known as the selling concept, the sales/promotion era is based upon the assumption that a customer will not buy, on his/her own, enough products or services from a certain company. Therefore, any organization needs to set up an aggressive and efficient selling and promotional system on an ongoing basis.It is one of the five
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Most marketing textbooks will include a discussion, generally in chapter 1, of how marketing has evolved over the last hundred years or so. In this discussion they talk about various concepts, philosophies or eras. The exact terminology slightly various between the major marketing textbooks, but generally they address these five main marketing eras or philosophies:Production
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Service marketing is a different subject in university and/or the different chapter in a marketing textbook because there are distinct challenges in marketing services as opposed to marketing physical products (goods).When marketing courses and textbooks were first developed, they primarily focused on the marketing efforts of manufacturers selling a physical product through a distribution channel
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When you study services marketing as part of your business degree, you quickly learn that services represent 70 – 80% of gross domestic product in most developed countries.Over the past 50 years or so, service sectors have grown significantly, relative to manufacturing, to become the dominant aspect of many economies throughout the world.The size of
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Why are retailers classified as service firms?In the study of services marketing, retailers are classified as service providers. One of the questions I am often asked by university students is why retailers are service firms. After all, retailers generally sell a physical product – so why are they service providers?This is a good question, given
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When you study services marketing at University, you will learn that there are some unique challenges that service firms and industries face.That is why the services marketing mix has been extended from 4 P’s to the 7 P’s.A good way to start your understanding of services marketing is to get a good sense of what
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What is a service?A common definition for a service in marketing terms is:A service is any performance, experience or act (that one party can offer to another and that is essentially intangible and does not result in the ownership of anything.A good way to remember the scope of the services to use the acronym of
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