Literary works review upon marketing phylosophy and building
Efforts of reviewing and modelling marketing elements, principles and philosophical attitudes were numerous and effective. Good results . new issues causing difficulties in making marketing function more efficient on macro- and micro- level of our economy, a revising of marketing viewpoint is always in place. Elements of marketing philosophy
Dibb and Simkin (2004)| Lancaster and Reynolds (2005)| Blythe (2005)| Drummond and Ensor (2005)| Morgan (1996)| 1 ) Production positioning 2 . Economic orientation several. Sales positioning 4. Marketing orientation 5. Customer positioning 6. Rival orientation 7. Interfunctional Coordination| 1 . Production orientation 2 . Sales positioning 3. Marketing Orientation| 1 . Production positioning 2 . Item orientation three or more. Sales alignment 4. Customer orientation a few. Societal marketing 6. Romantic relationship Marketing| 1 . Production positioning 2 . Merchandise orientation three or more. Sales positioning 4. Monetary orientation 5. Marketing Orientation| 1 . Expense philosophy 2 . Product philosophy 3. Production philosophy 4. Sales viewpoint 5. Unpredictable philosophy 6. Marketing philosophy 7. Marketing campaign philosophy
Because indicated in Table one particular, authors are likely to use several terms pertaining to the components of marketing philosophy: a) ‘orientation' (Dibb and Simkin, 2004; Lancaster and Reynolds, 2006; Blythe, 2006; Drummond and Ensor, 2005); b) ‘philosophy' (Morgan, 1996);
c) ‘concept' (Kotler and Armstrong, 2008).
Even the Lithuanian authors, whom wrote the first college or university book on marketing, professors Pranulis, Pajuodis, Virvilaite and Urbonavicius (1999, 2000 and 2008) possess used the Lithuanian comparable version word ‘orientation'. Following this broad tendency of the term ‘orientation' usage, below, in this article, picking out the ‘orientation' term will probably be applied. The renowned American professors Kotler and Armstrong (2008, pp. 9-12) indicated that their very own choice of promoting management orientations were as follows: * the availability concept,
* the item concept,
* the selling principle,
* the promoting concept.
* the societal promoting concept.
A similar view was stated by a number of Lithuanian marketing professors, in which they categorized marketing orientations as follows (Pranulis et al., 1999, 2000): a) production orientation, b) product alignment, c) providing orientation, d) marketing positioning; e) socialethical marketing alignment. Because of the difficulty of incorporating all the various facets of promoting into a single definition, Lancaster and Reynolds (2005) distinguished features of the subject inside the following statements (Lancaster and Reynolds, june 2006, p. 16): • " Marketing is dynamic and operational, requiring action as well as planning. • Marketing requires an improved type of business business, although this kind of on its own is definitely not enough. • Marketing is a crucial functional part of management, generally based in an individual physical location. More importantly, it is an overall business philosophy which should be adopted by everybody inside the entire business. • The marketing concept states that the identification, satisfaction and preservation of customers is the key to long lasting survival and prosperity. • Marketing consists of planning and control.
• The principle of promoting states that every business decisions should be constructed with primary thought of consumer requirements. • Marketing concentrates attention from production towards needs and wants in the market place. • Marketing is involved with obtaining value through the market by providing items of worth to the market. It does this by making goods and services that satisfy the legitimate needs and wants of specifically defined target marketplaces. • The distinguishing characteristic of a marketing orientated enterprise is the way in which it aims to provide client satisfaction as a way of achieving its own business targets. ” The author of...