For the Author For the company For UIN Syarif Hidayatullah
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businesses in the past followed this concept. Their thinking, orientation or ideology put other factors rather than the customer first. Let us examine
these below. Figure 2.1
Marketing Concept
www.learnmarketing.net a.
Production Oriented The focus of the business does not need of the customer, but of
reducing costs by mass production. By reaching economies of scale the business will maximize profits by reducing costs.
Kotler,2009:18 says the production concept is one of the oldest concepts in business. It holds that consumers will prefer products that
are widely available and in expensive. Managers of production-oriented businesses concentrate on achieving
high production efficiency, low costs, and mass production. Marketing
Concept
Sales Orientation
Production Orientation
Product Orientation
Marketing Orientation
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b. Product Orientation
The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will
like it also. Kotler 2009:19 says the product concepts propose that consumers favor products that offer the most quality performance, or
innovative features. Managers in these organizations focus on making superior products and improving them over time. However, these
managers are sometimes caught up in a love affair with their products. A new or improved product will not necessarily be successful unless it
is priced, distributed, advertised, and sold properly. c.
Sales Orientation The focus here is to make the product, and then try to sell it to the
target market. However, the problem could be that consumers do not like what is being sold to them. Kotler 2009:19 says the selling
concept holds that consumers and businesses, if left alone, would not buy enough of the organizations products. The organization must,
therefore, undertake an aggressive selling and promotion effort. The selling concept is practiced most aggressively with unsought goods,
goods that buyers normally do not think of buying, such as insurance, encyclopedias, and cemetery plots.
d. Market Orientation
Putting the customer in the heart of business. The organization tries to
understand the needs of the customers by using appropriate research
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methods, to appropriate processes are developed to make sure information from customers is feedback into the heart of the
organization. In essence all activities in the organization are based around the customer. The customer is truly king. Kotler Kotler,
2009:19 says the marketing concept holds that the key to achieving organizational goals is being more effective than competitors in
creating, delivering, and communicating superior customer value to your chosen target markets.