Page 16 - EBOOK DPM 10013 POM-FINAL 25.10.2021

1.2 The Marketing Management Philosophies.

It is quite hard to believe that most producers, wholesalers and retailers did not take

much notice of customers until very recently. Previously, most of these business

organizations concentrated on production, product and sales. (Yusniza kamarulzaman,
2013)

Organizations nowadays are concerned not only with meeting the requirements of their

consumers, but also with the overall well-being of society.

Production, product, sales, marketing, and societal market are the marketing
management philosophies that impact marketing in a company. Although each

orientation dominated marketing efforts for a period of time, they might be used

depending on the circumstances of a company.

Table 1.3 summarizes the key marketing management philosophies.

Figure 1.1: The Marketing Management Philosophies

4