.1. Different companies follow different marketing orientations. Select five (5) different
companies and demonstrate your knowledge of marketing orientations by matching the
five marketing orientations with the companies chosen? (5 marks)
The five marketing management orientations are production concepts, sales concepts, products concepts, marketing concepts, and social marketing concepts. Companies such as Coca-Cola, Dola shave clubs, equity bank, Samsung Electronics company, and insurance companies use different market management orientation strategies to market their goods and services.
Coca-cola assumes that consumers are willing to purchase ready available and affordable goods and services; therefore, it adopts the production concept as a marketing strategy by ensuring that its products are produced in large quantities and distributed worldwide. Coca-Cola companies also package their products in various sizes that every consumer can afford depending on their capability.
Samsung is a well-known company that sells quality and affordable electronic devices such as mobile phones, television, radios, and computers. However, the company utilizes a product concept that assumes that the customers will want the most quality products with high performance and innovative features. Therefore they focus on improving their devices to meet their customer's satisfaction and completion advantage over other electronic companies.
On the other hand, Equity bank emphasizes delivering superior banking and financing services to customers in a way that improves customers and society at large. The equity bank uses the societal marketing concept to practice various community activities and programs such as education funding for vulnerable children, funding sporting and tournament activities, etc.
Over the years, you will meet most insurance marketing agencies working from one office to another selling their insurance policies. Therefore companies practice the selling concept to assume that clients will purchase their products and services if they underrated large-scale selling and promotions. Consequently, the insurance company's management focuses on establishing sales and marketing strategies instead of building long-term profitable consumer relationships.
Dollar shave club acknowledges that it depends on determining the company's needs and desires for the company to attain organizational expectations. Thus the dollar shave club markets its services by shaving and styling hair according to the customer demand.