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Atlantis

Buyer Behavior

Choosing target markets and building profitable relationships

Market Management Orientation

Market Management Orientation 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

Selling Concept 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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