ADMS 2200 Chapter Notes - Chapter 1-5: Customer Relationship Management, Marketing Mix, Energy Brands

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: A L L

Document Summary

The production concept is still a useful philosophy in some situations. Lenovo dominates the highly competitive, price-sensitive chinese pc market through low labour costs, high production efficiency, and mass distribution. However, although useful in some situations, the production concept can lead to marketing myopia. Companies adopting this orientation run a major risk of focusing too narrowly on their own operations and losing sight of the real objective satisfying customer needs and building customer relationships. The selling concept is typically practised with unsought goods those that buyers do not normally think of buying, such as insurance or blood donations. These industries must be good at tracking down prospective buyers and selling them on product benefits. Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centred make and sell philosophy, the marketing concept is a customer- centred sense and respond philosophy.