Societal marketing concept Essay Example | Topics and Well Written Essays - 1000 words

Societal marketing concept - Essay Example This might also help in enhancement of the total sale and profitability of the organization in the entire market as compared to others. Hence, it might be depicted from the above mentioned points that customers act as the focal point of any organization operating in any segment. Thus, the motive of achieving organizational goals and profits might be attained mainly through customer satisfaction and loyalty as compared to other aspects. Characteristics of marketing concept According to Kotler & Armstrong (2010) the concept of marketing is changing rapidly in this age of globalization and industrialization. In this age, marketing concept is entirely dependent over customer values and satisfaction that might be witnessed in four different stages such as production concept, product concept, selling concept and societal marketing concept. Production concept According to the strategies of previous era, the demand of the product is entirely dependent over its features and price. This means that, if the underlining features of the product are praiseworthy or satisfactory then it would surely be liked by the customers of varied age groups and income groups. However, in today’s age, the concept of production has entirely changed. Now, the demand of any specific product might be retained in the market only by presenting the desired features within it. So that, the target customers of the product might get satisfied entirely thereby amplifying the efficiency and productivity of the organization to a certain extent (Kotler & Armstrong, 2010). Along with this, good customer service is also another important aspect that might act as a backbone in enhancing the reliability and loyalty of the product among other substitutes. For example: the management of Macdonald’s always tries to present varied types of nutrients such as cheese, chilies, nuts and many others so as to satisfy the changing demands of the customers. As well as the management also desires to presen t warm greetings to its customers so as to retain them for longer period of time. Only then, the popularity and demand of the products and the organization might remain dominant in the market among other and the rate of switch over costs of the customers towards other brands (Burger King) might be reduced significantly in this aggressive market among others. Thus it might be stated that relationship marketing and customer oriented products acts as the prime essence of today’s publicity concept. Product Concept In order to retain sustainability and competitive advantage, most of the organizations in this era desire to present value-added products at a lowest price. This strategy acts as a stimulating factor thereby enhancing the demand of the products of the organization such as HP as compared to others. Along with this, such a competitive strategy might also prove effective in satisfying the demands and needs of the customers thereby amplifying their level of loyalty (Tiddy & Bessant, 2010). Apart from this, the organization of HP also desires to implement the strategy of presenting qualitative products so as to retain its dominance and fame in the segment of electronics among many other existing rivals (Porter, 1986). Selling Concept In this age of stiff economy and tough competition, the insurance organizations such ICICI Prudential, Kotak Mahindra are striving hard to create a strong foothold in this market. However, this might be possible only by enhancing the rate of satisfaction