Marketing Excellence
Marketing Excellence at Chester Zoo
If you were to ask a number of people what marketing is , the vast majority would mention the words ‘advertising’ or ‘promotion’. Although these are elements which make up part of marketing and the marketing mix the definition is far more specific than that.
The Chartered Institute of Marketing (CIM) believes the definition to be:
The crucial words within this definition are:
The Management process, that is, the increased importance of marketing decisions within a market-focused organisation.
Identifying or the process of finding out what the consumer wants, needs or expects.
Anticipating or looking forward, that is what will the consumer want, need or expect this time next year?
Satisfying or meeting the customer requirements and expectations, that is, providing the right product, at the right time at the right price.
Profitability should be the end result of marketing, either via increased sales, increased market share or introduction
‘The Marketing Concept’ has evolved over a relatively short period of time and I have shown the time scales involved in the flow chart below.
The main differences between these Orientations are that:
Production Orientation is geared around manufacturing efficiencies therefore there is a restricted range of choice for the consumer.
Sales Orientation is geared around selling large quantities and varieties of products the suppliers deem the consumer wants.
Marketing Orientation finds out what the consumer wants, produces the product, and sells the product to meet demand at a price which is acceptable to the consumer whilst generating an acceptable level of profit margin for the supplier. THE MARKETING CONCEPT PUTS THE CUSTOMER FIRST.
Although organisations today have moved more towards Marketing Orientation like both the Sales and Production Orientation there are
If you were to ask a number of people what marketing is , the vast majority would mention the words ‘advertising’ or ‘promotion’. Although these are elements which make up part of marketing and the marketing mix the definition is far more specific than that.
The Chartered Institute of Marketing (CIM) believes the definition to be:
The crucial words within this definition are:
The Management process, that is, the increased importance of marketing decisions within a market-focused organisation.
Identifying or the process of finding out what the consumer wants, needs or expects.
Anticipating or looking forward, that is what will the consumer want, need or expect this time next year?
Satisfying or meeting the customer requirements and expectations, that is, providing the right product, at the right time at the right price.
Profitability should be the end result of marketing, either via increased sales, increased market share or introduction
‘The Marketing Concept’ has evolved over a relatively short period of time and I have shown the time scales involved in the flow chart below.
The main differences between these Orientations are that:
Production Orientation is geared around manufacturing efficiencies therefore there is a restricted range of choice for the consumer.
Sales Orientation is geared around selling large quantities and varieties of products the suppliers deem the consumer wants.
Marketing Orientation finds out what the consumer wants, produces the product, and sells the product to meet demand at a price which is acceptable to the consumer whilst generating an acceptable level of profit margin for the supplier. THE MARKETING CONCEPT PUTS THE CUSTOMER FIRST.
Although organisations today have moved more towards Marketing Orientation like both the Sales and Production Orientation there are
References: 1 Business for Foundation Degrees & Higher Awards (2004) Unit 8 Chapter 1 page 502 2 Business for Foundation Degrees & Higher Awards (2004) Unit 8 Chapter 2 page 554 3 Business for Foundation Degrees & Higher Awards (2004) Unit 8 Chapter 3 page 587 4 Business for Foundation Degrees & Higher Awards (2004) Unit 8 Chapter 4 page 611