Buyer Behavior
Choosing target markets and building profitable relationships
Market Management Orientation
Production Concept
Is it available and affordable?
- Focus: production and distribution efficiency
- Assumption: consumers favor products that are available and affordable
Product Concept
Is it the best quality? Performance? Best features?
- Focus: product quality, performance
- Assumption: consumers favor products that offer the most quality, performance, and features
Selling Concept
Can we sell more products? (large-scale efforts)
- Focus: selling and promotion
- Assumption: consumers will not buy enough of the product unless the company undertakes a large-scale selling and promotion effort
Marketing Concept
What do customers want and need?
- Focus: achieving organizational goals that depends on needs & wants of target markets and delivering better value than competitors
- Assumption: consumers will favor products that offer the most quality, performance, and features
Societal Marketing Concept
What do customers want and need? What do society want and need?
- Focus: marketing decisions should depend on customers' needs, company's requirements, client's long-term interests and society's long-run interests
- Assumption: consumers will favor products that offer the most quality, performance, and features and that are produced by companies that satisfy society's long-term interests
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