Compare and contrast the three marketing philosophies. Give supporting evidence on why one method is stronger than the others.

Question

What will be an ideal response?

Answer 1

Three different marketing perspectives guide most small businesses: production-oriented, sales-oriented, and consumer-oriented philosophies. The first two philosophies are used most often, as they are associated with the experience and aptitudes of entrepreneurs who may have a manufacturing or technology-based background, or who may have had a career in sales.?A production-oriented philosophy emphasizes the product as the single most important part of the business. The firm concentrates resources on developing the product in the most efficient manner, while promotion, distribution, and other marketing activities are given less attention.  A sales-oriented philosophy deemphasizes production efficiencies and customer preferences in favor of a focus on "pushing the product." Achieving sales goals becomes the firm's highest priority. A firm adopting a consumer-oriented philosophy believes that everything, including production and sales, centers on the consumer and his or her needs. The result: All marketing efforts begin and end with the consumer. Both production- and sales-oriented philosophies generate short-term success. However, a consumer orientation not only recognizes production efficiency goals and professional selling but also adds concern for customer satisfaction. Thus, a small business should adopt a consumer orientation to marketing, as that philosophy is most consistent with long-term success.