Aaker. (2010) discussed that the integration of the set of the processes and the organizational functions for doing the creation, communication and also the delivering the values to the customers for doing the management of the relationship with the customers and also the stakeholders in such way that it can benefitted the organization. In the first part of the assignment it discusses about the detailed analysis of the various concepts on the basis of the exemplary examples of the organization. Then in the second part of the assignment it discusses about all the stages of the marketing concept on the basis of the choosing organization Apple.
The Production Concept:
Basically it is one of the oldest concepts of the business. In this concept it discusses about the preference of the products by the consumers which are cheaper and also widely available in nature. In this concept it assumes that the managers are more focused on the achievement of the efficiency of the high production, mass distribution and also the low costs. In increasing the production leads to the cut down of the costs of the product (Beamish et al., 2012).
In this concept it discusses that the products will be manufactured without depending on the consideration of the choices discrimination of the customers, tastes etc .Some of the key features of the production concept include: high production rate, mass type of distribution and the low costs (Farrell, 2005). The assumptions hold the two types of the situations on the basis of which the consumers are more interested in the availability of the products and also the low prices of the products. In the first situation it tells about the demand exceeds the supply of the products. In this the suppliers are more interested in obtaining the products and the ways to increase the production. In the second situations it deals about the high of the product cost and also needs to be brought down by increasing the productivity to do the expansion of the market. For instance the organization like McDonald and the Burger king focuses on the production concept by improving themselves to serve the high demand (Beck. 2010). Moreover, any of the company does the follow of the production concept which also does the choose to ignoring the basis of the customer needs and also give the main focus on doing the proper building of the quality product. Therefore, in the assumptions of the production concept it also mainly focuses on doing the improvement of the quality of the products so that the product will also get sold by themselves.
Beamish et al. (2012) tells that the product concept deals with the numbers of the customers who will give the favor of that type of the products which maintain the performance, quality and also the innovative features. In this concept the manufacturer are giving more focus on doing the development of the superior type of the product and also does some of the innovative type of the improvement in the nature of the product (Danaher, et al.2009). In this concept sometimes manager does not concern about the market needs. The companies who trusted on the facts that the available goods and the services need to good in the qualities and the standards which can easily attracted the customers. The main aim of this philosophy is that the companies need to direct the marketing concept to do the increase in the qualities of the products. The customer also needs to look after to the price of the products also as well as the quality of the products (Hooley, et al.2007). Therefore it tells that the product quality is not the main thing to gain the success in the context of the marketing, the price of the product also plays an important role (Beck. 2010).
The product concept can also lead to the market myopia, which is an undue concentration of the product instead on the basis of the need of the product.
For instance the automobile industries such as Toyota Pirus use the product concept to launch their in to the market.
Selling concept is also another basic concept in the context of the business orientation. In this concept it mainly tells about the business and the consumers. In this concept it assumes about the buying inertia and the resistance of the consumers which is mainly coaxed into the buying (Chernev, 2010).
The main focus of the selling concept is to the consumers without on the basis of the market needs and also the increase sales transactions without the enhancing the relationship with the customers. In this concept it mainly deals with the poor assumptions of the market if the customers are mainly coaxed into the buying criteria of the product. This concept is mainly used for that type of the product which is not sold in normal case for which the large scale of the promotion and also the selling efforts are needed. So this concept is mainly used for the short term goals not foe the long term objectives (Dawar, et al.2008).
To make the selling effective in nature there needs to maintain some of the marketing activities which include the assessment of the need, market based research, product development, distribution and pricing. The product is sold very easily if the marketer can identify the consumer needs; develop the appropriate product on the basis of the needs, price, distribution and also the promotion of the products (Darke, et al.2008).
Some of the examples of the organization using the selling concept are timeshare companies and the insurance companies. Therefore, these type of the companies using the selling concept to introduce the product into the market and also needs to create the public awareness (Horstmann, et al.2008).
The marketing concept is the key thing which matters to achieve the organizational goals in doing the determination of the wants and the needs of the target markets and also the delivery of the desired level of the satisfactions more efficiently and also effectively in nature than the competitors (Hunt, et al.2007).
This mainly challenges of the mentioned three business orientations. So through this concept it helps achieve the determined goals of the organization with the better identifications and the satisfactions of the customers determined and the undetermined wants and needs. The four main things of the marketing concept are the customer needs, target markets, profit and the integrated market. The marketing concept is mainly focuses on the needs of the customers. It mainly deals with the basic idea of the satisfying needs of the customers in which product is the solution of the customer problems. In short it tells about the modern concept of the marketing by doing the adoption of the profit which can be earned on the basis of the long term process. The marketing concept mainly highlights some of the following features (Dayal, 2010):
- Proper identifications of the target customers and the market.
- Proper understanding of the customer’s needs and wants in doing the achievements of the target market.
- Doing the development of the services and the products on the basis of the customer needs.
- Satisfying of the needs in a better way than the customers (Gruca, et al.2009).
The marketing concept mainly relies on the three aspects which include the target market, determination of the want, demands and the needs of the target market and also the delivery of the value proposition product (Greenley, et al.2007).
This concept holds in doing the achievement of the organizational goals which depends on the criteria of the target market and also the delivering of the products with the availability of the satisfaction. In marketing concept it includes all the competitors’ action of doing the marketing and also their effects on the customer’s preferences (Farahmand et al.2011).
For instance, both the companies Coke and Pepsi use the marketing concept to sell their product. Coke delivers the product on the basis of the holistic approach whereas the Pepsi keep their focus mostly on the youngster.
Societal marketing concept:
This concept was a basic outcome of the marketing concept which is described in the above context. In the societal marketing concept it deals with the both ethical and the social considerations of the marketing concept. It mainly holds about the organization objective which mainly deals with the wants, interests and the needs of the target market. The basic objectives of the societal marketing concept are given below (Doyle, et al.2010):
- Social responsibility which mainly deals with the business decision making to enhance the society’s needs and the wants.
- The adoption of the roles of the leadership in doing the advancement of the levels of the moral conducts of the society.
- To promote the proper consumption values on the duty of the business (Douglas, et al.2007).
In short, the societal marketing deals with the various practices and also the principles from the commercial theory of the marketing in doing the advancement of perceiving the social benefits. Some of the basic things which are needed in doing the societal marketing include the deficient product, pleasing products, salutary products and also the desirable products (Ferrell et al.2010).
In the other words, the societal marketing strikes the balances between the profits, long term values of the society and the consumer level of satisfaction. In this concept it mainly emphasizes on the social responsibility and also suggests the ways in which it mainly deals with the society’s well beings and the customer needs. This concept force the company to shifts their focuses toward the relationships rather than the transactions (Guiltinan, 2010).
The societal marketing concept is mainly deals upon the marketer to do the balance of the three things namely, profit of the company, satisfaction of the consumers and also the public interest. The balancing of all these three considerations calls for the societal marketing concept (Eggert, et al.2006).
Some of the examples of the organization using the societal marketing concept are Body shop, a cosmetic company which is mainly based on the vegetables materials for the product. So this company is completely maintaining the societal marketing concept. British American Tobacco Company also conducts the plantation of the trees for maintaining the societal marketing concept (Douglas, et al.2007). The main strategies as well as the purpose of the socio marketing strategy include:
Consumer health: in this it discusses how any of the organization needs to meet all the basic needs of the consumer in order to do the consideration of the long term materials on the basis of the society. On the basis of this, the basic concern for the society mainly based on the position of the company, profits etc.
Eco-friendly type marketing: in order to describe the eco-friendly type this mainly emphasized on the basis of the organic products as well as the recycled products in doing the day to day basis of the operations of doing the business.
Fig: Marketing concept
To do the marketing of the products of the Apple the organization is using the holistic concept of the marketing. The holistic concept of the marketing is mainly involves with all the interconnected activities of the marketing so that it can ensure the customer to do the purchase of the products instead of the competition of the market (Agrawal, and Lal, 2007).
In order of doing the development of the strategic vision in the relation of the marketing there are some of the key points which the Apple needs to be considered in doing the formulation of the long term goals are given below (Cannon et al.2008):
Identification of the trends: By doing the identification of the trends of digital consumerism the PC industry becomes highly customized, jobs become able to customize the visualization of the strategy of the product which meets the consumer needs (Deane, et al.2007). To expose this type of the facts the companies needs to look after some of the important things which include the strategic groups of the organization, the buyer group, the scope of the determined services and the products and also the emotional and the functional orientations of the industry (Carpenter et al.2009).
Competitors’ analysis: After doing the research when it finds that the market share of the Apple is losing and also cannibalize the sales due to the strict policy, jobs contract with the Microsoft in doing the development of the products and also in the same time in making the decision to do the proper utilization of the Intel chips in the computers which enables the Apple in doing the innovation of the laptops which have the facility of the going faster and the less power consumption. With the elaborate understanding of the competition, it will be easy to partner with the competitors in the ay which is not only beneficial but also advantageous (Coviello et al.2008).
Innovation: In order to follow the creation model and also by keeping focus on the wants and the needs of the consumers instead of just doing the improvement of the existing product, Apple can re think about the product line and also can do the invention of the new products which can re defines the traditional limits of the market. Innovation also helps in doing the high up-front of the market share and also the profit margin (Connell, 2008).
Positioning the product: Because of the easily replication of the computer systems and the related products it becomes important to find the ways to do the extension of the life of the products with the complementary offerings as the re-invention (Corstjens, et al.2008).
Building the brand awareness: By utilizing the creative campaigns and also the non-traditional channels of advertising for Mac brand, Apple builds the awareness on a different strategy which helps in maintaining the brand awareness of the Apple (Coviello, et al.2008).
Optimization of the distribution: Apple needs to re organize the distribution system in order to move out from the smaller outlets to the national level of the chains. To increase the distribution they also open their own retail stores which also provide the opportunity to the users and the customers to learn, experiments and also the needs to give the test drive with the products of the (Apple et al.2009).
Don’t forget the customer: Apple is also known as superior in the field of the customer service. They also maintain the customer service representation by doing the online function of chat and also by receiving of the answer of the inquiry. To create and also to sustain the superior model of the customer service, the advantages of the competitions can be achieved more easily (Dant, 2009).
Now days the offering of the additional services with the product becomes the most common things to achieve of the differentiation of the brand and the competitive advantages. For instance, Apple differentiates form the other brand by having the retailing outlet which allows the superior type of the customer services. They also offer the face to face technical support to their customers. To enhance the value proposition Apple give the chance to practice the interactive marketing by doing the engagement between the customers and the employees. They also use the interactive type of the marketing to strengthen the bond with the customers (Dick, et al.2007).
To conclude the whole study about the contemporary issues of the marketing concept it discusses the detailed analytic view of all the stages of the marketing concepts along with the basic of the examples (Darke, et al.2008). In the second part it discusses about the concept of the marketing strategy which is used by the organization (Aaker, 2010). In doing the discussion of the market strategy of the organization it also include the discussion of all the positioning as well as the analysis which is mainly on the basis of the competitors.
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