MARKETING AND HUMAN NEEDS Marketing touches all of us everyday of our lives (How?):Marketing touches all of us everyday of our lives (How?): We wake up

MARKETING AND HUMAN MARKETING AND HUMAN NEEDSNEEDS

• Marketing touches all of us Marketing touches all of us everyday of our lives (everyday of our lives (HowHow?):?):

• We wake up in the morning to a We wake up in the morning to a sears radio alarm clock, which sears radio alarm clock, which begins to play a song followed begins to play a song followed by a commercial advertising a by a commercial advertising a united Airline’s vacation flight united Airline’s vacation flight to Hawaii(service)to Hawaii(service)


• We move to the bathroom where We move to the bathroom where we brush our teeth with we brush our teeth with COLGATE,COLGATE, shave with shave with GILLETTE,GILLETTE, gargle with gargle with LISTERINELISTERINE, spray our hair with , spray our hair with REVLONREVLON and use various other and use various other TOILETRIES TOILETRIES and and APPLIANCESAPPLIANCES produced by manufacturers around produced by manufacturers around the world.the world.


• We put on our Calvin Klein We put on our Calvin Klein JEANSJEANS and and SHIRT SHIRT and Bass and Bass SHOES.SHOES.

• We enter the Kitchen and pour We enter the Kitchen and pour some Minute Maid orange juice, some Minute Maid orange juice, and prepare a bowl made up of and prepare a bowl made up of Kellogg’s rice Krispies and a Kellogg’s rice Krispies and a sliced Chiquita banana in Borden sliced Chiquita banana in Borden Milk.Milk.


• After this, we drink one or two After this, we drink one or two cups of Maxwell House Coffee with cups of Maxwell House Coffee with two teaspoons of Domino sugar two teaspoons of Domino sugar accompanied by a slice of Sara lee accompanied by a slice of Sara lee coffee cake.coffee cake.

• We are the personal beneficiaries We are the personal beneficiaries of oranges grown in California or of oranges grown in California or South Africa, Coffee imported fromSouth Africa, Coffee imported from


Brazil, a newspaper made of Brazil, a newspaper made of Canadian wood pulp, and Radio Canadian wood pulp, and Radio news coming from as far away as news coming from as far away as Australia.Australia.

All of these goods ended up in our All of these goods ended up in our homes.homes.

The marketing system has made all The marketing system has made all these possible without effort on our these possible without effort on our part.part.

WHAT IS MARKETING?WHAT IS MARKETING?

• Marketing consists of a set of Marketing consists of a set of principles for:principles for:

• Choosing target marketsChoosing target markets• Measuring their needsMeasuring their needs• Developing want-satisfying Developing want-satisfying

products and services andproducts and services and

WHAT IS MARKETING?WHAT IS MARKETING?

• Delivering them at a Delivering them at a valuevalue to to the the customercustomer and and profitprofit to to the the companycompany

DEFINITIONS OF DEFINITIONS OF MARKETINGMARKETING

MarketingMarketing has been defined in has been defined in a number of ways:a number of ways:

The American Marketing The American Marketing Association’s definition:Association’s definition:

““Marketing is the performance of Marketing is the performance of business activities that directs business activities that directs the flow of goods and servicesthe flow of goods and services


from producer to customer or user”.from producer to customer or user”.CriticismsCriticismsThis definition unfortunately makes This definition unfortunately makes

marketing sound largely like a marketing sound largely like a distribution activity.distribution activity.

It fails to indicate marketing’s role It fails to indicate marketing’s role in determining what goods are to in determining what goods are to be produced.be produced.


• It does not indicate the specific It does not indicate the specific business activities constituting business activities constituting marketing.marketing.

Another definitionAnother definition““Marketing is getting the right goods Marketing is getting the right goods

and services to the right people, at and services to the right people, at the right place, at the right time, at the right place, at the right time, at the right price, with the right the right price, with the right communication and promotion”. communication and promotion”.


CriticismsCriticismsThis definition supplies an idea of the This definition supplies an idea of the

specific activities that marketers specific activities that marketers carry out.carry out.

However, it fails to define marketing However, it fails to define marketing activity broadly enough in that activity broadly enough in that other things besides goods and other things besides goods and services can be marketed.services can be marketed.


• Furthermore, it defines Furthermore, it defines marketing as a firm process marketing as a firm process rather than a social process.rather than a social process.

Third DefinitionThird Definition““Marketing is the creation and Marketing is the creation and

delivery of a standard of delivery of a standard of living”.living”.


CriticismsCriticisms

This definition takes a macro or This definition takes a macro or social view of marketing.social view of marketing.

However, it does not reveal the However, it does not reveal the fundamental and universal fundamental and universal nature of marketing.nature of marketing.


Fourth DefinitionFourth Definition

According to According to Phillip KotlerPhillip Kotler : :

““Marketing is human activity Marketing is human activity directed at satisfying needs directed at satisfying needs and wants through exchange and wants through exchange processes”processes”


CommentsComments

To understand this definition, the To understand this definition, the following more basic following more basic concepts:concepts:needs, wants, needs, wants, demands, products, demands, products, exchange, transactions exchange, transactions andand marketsmarkets have to be defined. have to be defined.


NeedsNeedsThe most fundamental concept The most fundamental concept

underlying marketing is that of underlying marketing is that of needs. Inanimate objects do not needs. Inanimate objects do not have needs, but living matter have needs, but living matter does.does.

““A human need is a state of A human need is a state of felt deprivation in a person”felt deprivation in a person”


• Human needs are many and Human needs are many and complex.They include:complex.They include:

• The basic The basic Physiological needsPhysiological needs for food, clothing,and warmth; for food, clothing,and warmth; safety needs; social needs safety needs; social needs for for belongingness, influence, and belongingness, influence, and affection;and individual needs for affection;and individual needs for knowledge and self expression.knowledge and self expression.


• These needs are a basic part of These needs are a basic part of human makeup.human makeup.

• When a need is not satisfied, When a need is not satisfied, the person is unhappy, this the person is unhappy, this being greater the more intense being greater the more intense and central the need.and central the need.

• An unhappy person will do one An unhappy person will do one of two things:of two things:


• Undertake steps to obtain an Undertake steps to obtain an object that will satisfy the need object that will satisfy the need

• Try to extinguish the desire.Try to extinguish the desire.• That is, need reduction can That is, need reduction can

occur in two ways:occur in two ways:• Need reduction Need reduction == Obtaining desired goods or serviceObtaining desired goods or service

Extinguishing the desireExtinguishing the desire


WantsWantsHuman wants are the expression Human wants are the expression

of human needs as they are of human needs as they are shaped by a person’s culture shaped by a person’s culture and individual development.and individual development.

Wants always have a reference Wants always have a reference to culturally defined objects to culturally defined objects that will satisfy the need.that will satisfy the need.


DemandDemand• People have numerous wants, People have numerous wants,

many of which they cannot satisfy.many of which they cannot satisfy.• Every person has a finite set of Every person has a finite set of

resources(income, savings, time, resources(income, savings, time, energy) and must make choices of energy) and must make choices of what things are affordable and will what things are affordable and will make him or her feel better off.make him or her feel better off.


• A want becomes a demand A want becomes a demand when the person is able and when the person is able and willing to buy the object he or willing to buy the object he or she desires.she desires.

ProductsProductsThe existence of human needs, The existence of human needs,

wants, and demands implies the wants, and demands implies the concept of products.concept of products.

Product is defined as follows:Product is defined as follows:


• ““A product is something that A product is something that is viewed as being capable of is viewed as being capable of satisfying a need or want”.satisfying a need or want”.

• It is important not to limit our It is important not to limit our concept of product to physical concept of product to physical objects. objects.

• The key thing about a product is The key thing about a product is the service that it renders.the service that it renders.


• Anything capable of rendering a Anything capable of rendering a service- i.e.satisfying a need-can service- i.e.satisfying a need-can be called a product. This includes:be called a product. This includes:

personspersons placesplaces organisationsorganisations activities andactivities and ideasideas


ExchangeExchange

The fact that people have needs, The fact that people have needs, wants, and demands and there wants, and demands and there are products capable of are products capable of satisfying them is necessary satisfying them is necessary but not sufficient to define but not sufficient to define marketing.marketing.


• Marketing exists when people Marketing exists when people decide to satisfy needs and decide to satisfy needs and wants through exchange.wants through exchange.

• ““Exchange is the act of Exchange is the act of obtaining a desired object obtaining a desired object from someone by offering from someone by offering something in return”.something in return”.


• In most modern societies, In most modern societies, producers offer to sell their goods producers offer to sell their goods to others in exchange for money.to others in exchange for money.

• Exchange is the core concept of Exchange is the core concept of the discipline of marketing. For the discipline of marketing. For exchange to take place, five exchange to take place, five conditions must be satisfied:conditions must be satisfied:


• There are at least two partiesThere are at least two parties• Each party has something that might be Each party has something that might be

of value to the other party (or parties)of value to the other party (or parties)• Each party is capable of communication Each party is capable of communication

and deliveryand delivery• Each party is free to accept or reject the Each party is free to accept or reject the

offer of the other party ( or parties)offer of the other party ( or parties)• Each party believes it is proper to deal Each party believes it is proper to deal

with the other party in this waywith the other party in this way


TransactionsTransactionsIf exchange is the core concept of If exchange is the core concept of

the discipline of marketing, what is the discipline of marketing, what is the discipline’s unit of the discipline’s unit of measurement? The answer is: a measurement? The answer is: a transaction!transaction!

““A transaction consists of a A transaction consists of a trade of values between two trade of values between two parties”parties”


• A transaction involves several A transaction involves several measurable entities:measurable entities:

* at least two things of value* at least two things of value

* conditions that are agreed to * conditions that are agreed to

* a time of agreement* a time of agreement

* a place of agreement* a place of agreement


MarketsMarketsThe concept of transactions The concept of transactions

leads to the concept of a leads to the concept of a market.market.

““A market is the set of all A market is the set of all actual and potential buyers actual and potential buyers of a product”of a product”


• A market can grow up around a A market can grow up around a product, a service, or anything product, a service, or anything else of value e.g.:else of value e.g.:

* a labour market* a labour market

* a money market* a money market

* a donor market* a donor market


MarketingMarketingThe concept of markets finally The concept of markets finally

brings us full cycle to the brings us full cycle to the concept of marketing.concept of marketing.

Marketing means human activity Marketing means human activity that takes place in relation to that takes place in relation to markets.markets.


• Marketing means working with Marketing means working with markets, which means markets, which means attempting to actualize attempting to actualize potential exchanges for the potential exchanges for the purpose of satisfying human purpose of satisfying human needs and wants.needs and wants.

Thus, we return to our definitionThus, we return to our definition


of marketing as of marketing as human human activity directed at activity directed at satisfying needs and wants satisfying needs and wants through exchange through exchange processes.processes.

Exchange processes involve Exchange processes involve work in that :work in that :


• The The seller seller has to:has to: * * search for buyerssearch for buyers * * identify their needsidentify their needs * * design appropriatedesign appropriate ProductsProducts * * promote thempromote them * * store and transport themstore and transport them * * negotiate and so on .negotiate and so on .


Activities such as :Activities such as : * product development* product development * search communication* search communication * distribution* distribution * pricing and* pricing and * service* serviceconstitute core marketing activities.constitute core marketing activities.


The The buyers buyers also carry out also carry out marketing activities.marketing activities.

*The housewife does her *The housewife does her “marketing” that is, she “marketing” that is, she searches for goods she needs searches for goods she needs at prices she will be able to at prices she will be able to pay.pay.


• The The purchasing agent purchasing agent who needs a who needs a commodity in short supply has to commodity in short supply has to track down sellers and offer attractive track down sellers and offer attractive terms.terms.

• Seller’s Market – Seller’s Market – is one in which the is one in which the buyer is the more active “marketer”buyer is the more active “marketer”

• Buyer’s Market – Buyer’s Market – is one in which the is one in which the seller is the more active “marketer”seller is the more active “marketer”

MARKETING MANAGEMENTMARKETING MANAGEMENT

IntroductionIntroductionThose who engage in Those who engage in

exchange learn how to do it exchange learn how to do it better over time. In better over time. In particular, sellers learn how particular, sellers learn how to professionalize their to professionalize their marketing management.marketing management.

MARKETING MANAGEMENTMARKETING MANAGEMENT

DefinitionDefinition““Marketing Management is the Marketing Management is the

analysis, planning, implementation, analysis, planning, implementation, and control of programs designed and control of programs designed to create, build, and maintain to create, build, and maintain mutually beneficial exchanges and mutually beneficial exchanges and relationships with target markets relationships with target markets for the purpose of achieving for the purpose of achieving organizational objectives”organizational objectives”

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES

• Having described Marketing Having described Marketing management as the conscious effort management as the conscious effort to achieve desired exchange to achieve desired exchange outcomes with target markets, what is outcomes with target markets, what is the philosophy that guides these the philosophy that guides these marketing efforts?marketing efforts?

• That is, what is the relative weight That is, what is the relative weight given to serving the interests of the given to serving the interests of the organization, the customer and the organization, the customer and the society?society?


•There are five alternative There are five alternative concepts under which concepts under which business and other business and other organisations can conduct organisations can conduct their marketing activity ( or their marketing activity ( or activities):activities):


• The production conceptThe production concept• The product conceptThe product concept• The selling conceptThe selling concept• The marketing concept andThe marketing concept and• The societal marketing The societal marketing

conceptconcept


1.The production concept1.The production conceptThe production concept is one The production concept is one

of the oldest concepts guiding of the oldest concepts guiding sellers.sellers.

DefinitionDefinition The The production conceptproduction concept is a is a

management orientation that management orientation that assumes that consumers willassumes that consumers will


favor those products that are favor those products that are available and affordable, and available and affordable, and therefore the major task of therefore the major task of management is to pursue improved management is to pursue improved production and distribution production and distribution efficiency.efficiency.

The implicit premises of the The implicit premises of the production concept are:production concept are:


Consumers are primarily interested Consumers are primarily interested in product availability and low in product availability and low price.price.

Consumers know the prices of the Consumers know the prices of the competing brands.competing brands.

Consumers do not see or attach Consumers do not see or attach much importance to nonprice much importance to nonprice differences within the product differences within the product class.class.


The organisation’s task is to keep The organisation’s task is to keep improving production and improving production and distribution efficiency and distribution efficiency and lowering costs as the key to lowering costs as the key to attracting and holding customers.attracting and holding customers.

Appropriate situations:Appropriate situations:The production concept is anThe production concept is an

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES appropriate philosophy of appropriate philosophy of

management in two types of management in two types of situations.situations.

The The firstfirst is where the is where the demanddemand for a product exceeds for a product exceeds supply.supply.Here consumers are Here consumers are ready to buy any version of the ready to buy any version of the product they can find.product they can find.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESThe The second second situation favouring situation favouring

a production orientation is a production orientation is where the where the product’s cost is product’s cost is highhigh and has to be brought and has to be brought down through learning how to down through learning how to produce it more efficiently.produce it more efficiently.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESCriticisms - It is open to: Criticisms - It is open to: The charge of impersonality andThe charge of impersonality andConsumer insensitivity.Consumer insensitivity.2.The Product Concept 2.The Product Concept IntroductionIntroduction The The product conceptproduct concept is another is another

major concept guiding sellers.major concept guiding sellers.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESDefinitionDefinition The The product concept product concept is a is a

management orientation that management orientation that assumes that consumers will favor assumes that consumers will favor those products that offer the most those products that offer the most quality for the price, and therefore quality for the price, and therefore the organization should devote its the organization should devote its energy to improving product energy to improving product quality.quality.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESThe implicit premises of the The implicit premises of the

product concept are:product concept are:Consumers buy products rather Consumers buy products rather

than solutions to needs.than solutions to needs.Consumers are primarily Consumers are primarily

interested in product quality.interested in product quality.Consumers choose among Consumers choose among

competing brands on the basiscompeting brands on the basis


of obtaining the most quality for of obtaining the most quality for their money.their money.

The organisation’s task is to The organisation’s task is to keep improving product quality keep improving product quality as the key to attracting and as the key to attracting and holding customers.holding customers.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES3.The Selling Concept3.The Selling ConceptIntroductionIntroduction The The Selling Concept Selling Concept (also (also

called the called the Sales ConceptSales Concept)) is is another hallowed way in which another hallowed way in which many producers guide their many producers guide their exchange activity.exchange activity.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESDefinitionDefinition The The Selling Concept Selling Concept is a is a

management orientation that management orientation that assumes that consumers will assumes that consumers will either not buy or not buy enough either not buy or not buy enough of the organisation’s products of the organisation’s products unless the organization makes a unless the organization makes a substantial effort to stimulate their substantial effort to stimulate their interest in its products.interest in its products.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESThe implicit premises of the The implicit premises of the

selling concept are:selling concept are:Consumers have a normal Consumers have a normal

tendency to resist buying most tendency to resist buying most things that are not essential.things that are not essential.

Consumers can be induced to Consumers can be induced to buy more through various buy more through various sales-stimulating devices.sales-stimulating devices.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESThe organization’s task is to The organization’s task is to

organize a strong sales-organize a strong sales-orientated department as the orientated department as the key to attracting and holding key to attracting and holding customers.customers.

Examples of Where the Examples of Where the Selling Concept is practiced:Selling Concept is practiced:

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES““unsought goods” i.e. those goods unsought goods” i.e. those goods

that buyers normally do not think that buyers normally do not think of buying.Examples include:of buying.Examples include:

* insurance* insurance * encyclopedias and* encyclopedias and * funeral plots* funeral plots Manufacturers and resellers Manufacturers and resellers

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESNonprofit areas. Examples Nonprofit areas. Examples

include:include:

*Political Parties*Political Parties

*Churches*Churches

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES4. The Marketing Concept4. The Marketing ConceptIntroductionIntroduction The The marketing conceptmarketing concept is a is a

more recent idea in the history of more recent idea in the history of exchange relations.exchange relations.

DefinitionDefinitionThe marketing concept is a The marketing concept is a

management orientation that management orientation that

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES holds that the key to achieving holds that the key to achieving

organizational goals consists of organizational goals consists of the organization’s determining the organization’s determining the needs and wants of target the needs and wants of target markets and adapting itself to markets and adapting itself to delivering the desired delivering the desired satisfactions more effectively and satisfactions more effectively and efficiently than its competitors.efficiently than its competitors.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESExpressions of the Marketing Expressions of the Marketing

Concept Concept The Marketing Concept has been The Marketing Concept has been

expressed in more colorful ways, such expressed in more colorful ways, such as:as:

* “Find wants and fill them”* “Find wants and fill them” * “Make what you can sell* “Make what you can sell instead of trying to sell instead of trying to sell


what you can make”what you can make” *”Love the customer and not *”Love the customer and not the product”the product” * “Have it your way”* “Have it your way” (Burger King) and(Burger King) and * “You’re the boss” * “You’re the boss” (United Airlines)(United Airlines)

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES The underlying premises of The underlying premises of

the the Marketing ConceptMarketing Concept are: are:Consumers can be grouped Consumers can be grouped

into different market segments into different market segments depending on their needs and depending on their needs and wants.wants.

The consumers in any marketThe consumers in any market

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES segment will favor the offer of segment will favor the offer of

that organization that comes that organization that comes closest to satisfying their closest to satisfying their particular needs and wants.particular needs and wants.

The organization’s task is to The organization’s task is to research and choose target research and choose target markets and develop effective markets and develop effective offers and marketing programsoffers and marketing programs

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES as the key to attracting and as the key to attracting and

holding customers.holding customers.Comments Comments The selling concept and the The selling concept and the

marketing concept are marketing concept are frequently confused by frequently confused by businesspeople and the public.businesspeople and the public.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESLevitt draws the following contrast Levitt draws the following contrast

between these two orientations:between these two orientations:SellingSelling focuses on the needs of focuses on the needs of

the the sellerseller; ; marketingmarketing on the on the needs of the needs of the buyerbuyer..

SellingSelling is preoccupied with the is preoccupied with the seller’s need to convert his product seller’s need to convert his product into cash; into cash; marketingmarketing

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES with the idea of with the idea of satisfyingsatisfying the the

needs of the customerneeds of the customer by by means of the product and the means of the product and the whole cluster of things associated whole cluster of things associated with creating, delivering and finally with creating, delivering and finally consuming it. consuming it.

The marketing concept replaces The marketing concept replaces and reverses the logic of the and reverses the logic of the selling conceptselling concept..

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES In essence, the marketing In essence, the marketing

concept is a customer needs concept is a customer needs and wants orientation backed and wants orientation backed by integrated marketing effort by integrated marketing effort aimed at generating customer aimed at generating customer satisfaction as the key to satisfaction as the key to satisfying organizational goals.satisfying organizational goals.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES The The Marketing Concept Marketing Concept is the is the

company’s commitment to the company’s commitment to the time-honored concept in economic time-honored concept in economic theory known as Consumer theory known as Consumer Sovereignty.Sovereignty.

The determination of what is to The determination of what is to be produced should be produced should not not be in the be in the hands of the companies or in the hands of the companies or in the hands of government hands of government butbut

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES in the hands of in the hands of consumers.consumers.The companies produce what the The companies produce what the

consumers want, and in this way consumers want, and in this way they maximize consumer welfare they maximize consumer welfare and earn their profits.and earn their profits.

Examples of companies Examples of companies Practicing marketing ConceptPracticing marketing Concept

Companies that have adopted this Companies that have adopted this concept include:concept include:

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES * Procter and Gamble* Procter and Gamble * IBM* IBM * Avon* Avon * McDonald’s* McDonald’s5.Societal Marketing Concept5.Societal Marketing Concept IntroductionIntroduction The Societal Marketing Concept is a The Societal Marketing Concept is a

response to a call for a newresponse to a call for a new

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES concept beyond the marketing concept.concept beyond the marketing concept. This call was motivated by the gaps This call was motivated by the gaps

discovered in an age of:discovered in an age of: * environmental deterioration* environmental deterioration * resource shortages* resource shortages * explosive population growth* explosive population growth * worldwide inflation and * worldwide inflation and * neglected social services. * neglected social services.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES Among the proposals made are:Among the proposals made are:““The human concept”The human concept” “ “The intelligent consumption The intelligent consumption

concept” andconcept” and “ “The ecological imperative The ecological imperative

concept”concept”All of these proposals get at different All of these proposals get at different

aspects of the same problem.aspects of the same problem.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESHowever, Kotler et al proposed However, Kotler et al proposed

“the societal marketing concept”“the societal marketing concept”DefinitionDefinition “ “The societal marketing concept The societal marketing concept

is a management orientation that is a management orientation that holds that the key task of the holds that the key task of the organization is to determine the organization is to determine the needs, wants, and interestsneeds, wants, and interests

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIES of target markets and to adapt the of target markets and to adapt the

organization to delivering the organization to delivering the desired satisfactions more desired satisfactions more effectively and efficiently than its effectively and efficiently than its competitors in a way that competitors in a way that preserves or enhances the preserves or enhances the consumer’s and the society’s well-consumer’s and the society’s well-being”.being”.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESThe underlying premises of The underlying premises of

the societal marketing the societal marketing concept are:concept are:

Consumers’ wants do not Consumers’ wants do not always coincide with their long-always coincide with their long-run interests or society’s long-run interests or society’s long-run interests.run interests.

MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIESPHILOSOPHIESConsumers will increasingly favor Consumers will increasingly favor

organizations that show a concern organizations that show a concern for meeting their wants, long-run for meeting their wants, long-run interests, society’s long-run interests, society’s long-run interests. interests.

The organization’s task is to serve The organization’s task is to serve target markets in a way that target markets in a way that produces not only want satisfying produces not only want satisfying but long-run individualbut long-run individual


and social benefit as the key to and social benefit as the key to attracting and holding attracting and holding customers.customers.

Documents

MARKETING AND HUMAN NEEDS Marketing touches all of us everyday of our lives (How?):Marketing touches all of us everyday of our lives (How?): We wake up