MARKETING MANAGEMENT ORIENTATION
A marketing orientation has been defined as a "philosophy of business management." or "a corporate state of mind" or as an " organizational culture" although scholars continue to debate the precise nature of specific concepts that inform marketing practice, the most commonly cited orientation are as follows:
Production concept: Specializes in producing as much as possible of a given product or service in order to achieve economies of scale or economies of scope. it dominated marketing practice from the 1860s to the 1930s, yet can still be found in some companies or industries. specifically , kotler and armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers....is still useful in some situations."
Selling Concept: Focuses on the selling/ promotion of the firms existing products, rather than developing new products to satisfy unmet needs or wants primarily through promotion and direct sales techniques, largely for "unsought goods" in industrial companies.
Marketing Concept: This is the most common concept used in contemporary marketing, and is a customer-centric approach based on products that suit new customer tastes.
