Marketing S.S.S 3 Second Term

WEEK 2

Marketing Concept Cont.

Performance Objectives

Students should be able to explain:

1. The societal marketing concept

2. The consumer orientation

3. Integrated organizational efforts

4. Profit orientation

Concepts Under Which Organisations Conduct Marketing Activities

These concepts include the following:

1. The Societal Marketing concept: The societal marketing concept is believed to be the newest and latest marketing concept. The philosophy according to Kotler(1993) holds that "organisation or business establishment should determine the needs, wants and interests of target markets and deliver the desired satisfaction more effectively, efficiently than competitors in a way that maintain or improve the consumer's and society's well-being.

2. Consumer Orientation Marketing Concept

This is the marketing orientation that recognises customers as the spine and cord i.e backbone of an organisation. It sees customers as.... View More