Marketing Principles

Dell Computer’s Marketing Strategy.
The CIM defines marketing as “The management process responsible for identifying, anticipating & satisfying customer requirements and profitably”
According to Kotler et al (1996) “marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

  1. Concept & Process of Marketing
The function of the marketer is to satisfy the customer’s needs and wants. A successful marketer must create & satisfy the needs and wants of the customer and be able to anticipate what future requirements may be and ensure that they’re met.   Organisations can be categorized into 4 distinct orientations. These determine how a business is focused and how services are marketed however, some overlap will occur.

  1) Product Oriented
  2) Production Oriented
  3) Selling Oriented
  4) Market Oriented

Product Oriented Organisation
These organisations base their business strategies on the development and innovation of new products without having a clearly defined market. Food manufacturers continue to develop and improve products to attract new buyers. These include new toppings for pizza, new flavourings etc. There are advantages to this type of orientation; it produces innovative products and will have a motivated staff as they are encouraged to be creative. However, their innovations will not be market or customer focused and thus may be prone to failure. Coke Cola’s Dasani launched in 1985 and Guinness’ light in 1979 both failed in the marketplace.
Production Oriented Organisation.
These organisations focus on effecting economies of scale by producing goods in large quantities. Companies with a production focus operate in markets where demand exceeds supply and the final market is guaranteed. They focus on constantly improving production techniques and costs and optimising distribution channels. The weakness with...