Abstract
In carrying out marketing work, an organization may use one or a combination of the following philosophies or concepts which Kotier (1994), described as: (1) the production concept (2) the product concept (3) the selling concept (4) the marketing concept and (5) the societal marketing concept “The production concept holds that consumers favour products that are available at low cost and that management’s task is to improve production efficiency and bring down prices. The product concept holds that consumers favour quality products and that little promotional effort is thus required. The selling concept holds that consumers will not buy enough of the company's products unless they are stimulated through heavy selling and promotion. The marketing concept holds that a company should research the needs and wants of a well - defined target market and deliver the desired satisfaction. The societal marketing concept holds that the company should generate customer satisfaction and long-run consumer and societal well-being as the key to achieving both its goals and responsibilities". (Kotler, et al. 1994 p. 18)
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaby, Nils - Erik, and Stanley F Slater (1989), Management influences on export performance: A reviewof the empirical literature 1978-1988, International Marketing Review, 6 (4), pp. 7 - 26
Allen, Louis A. (1959), “Integrated Marketing: The Customer Knows Best", Dun’s Review and Modern Industry, vol 73 (January), pp 40-.
Burton, F.N., and B.B. Schlegelmilch (1987), “Profile Analysis of Non-exporters Versus Exporters Grouped by Export Involvement", Management International Review, Vol. 27, pp.38-49.
Barksdale, Hiram C. and Bill Darden, ed.(1971),"Marketer’s Attitudes Towards the Marketing Concept", Journal of Marketing, vol 35 (October), pp 29-36.
Cravens, David W. (1994), “Strategic Marketing", Illinois, Richard Irwin.
Esselmont, Don and Tony Lewis (1983), “Some Empirical Tests of the Marketing Concept", Marketing Bulletin, vol 47 (Fall), pp 70-89.
Feldman, Lawrence P. (1971), “Societal Adaptation: A New Challenge For Marketing", Journal of Marketing, July, pp9-12.
Hise, Richard T. (1985), “Have Manufacturing Firms Adopted the Marketing Concept", Journal of Marketing, April, pp 9-12.
Houston, Franklin S. (1986), “The Marketing Concept: What is it What is it Not’, Journal of Marketing, vol 50 (April), pp 81-87.
Jaworski, Bernard J. (1988), “Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences", Journal of Marketing, vol 52 (July), pp 23-39.
Jaworski, Bernard J. and Ajay K. Kohli (1990), “Market Orientation: The Construct, Research Propositions and Managerial Implications", Journal of Marketing, vol. 54(2), pp 1-18.
Jaworski, Bernard J. and Ajay K. Kohli (1993), “Marketing Orientation: Antecedents and Consequences", Journal of Marketing, vol. 57 (July), pp 53-70.
Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Proposition and Managerial Implications", Journal of Marketing, vol. 54 (April), pp 1-18.
Kotier, Philip; Peter Chandler; Rosalie Gibbs and Rodney McGoll (1987), “Marketing Strategy in Australia", second edition, Sydney-Australia, Prentice Hall Pty Ltd.
Kotier, Philip; Peter Chandler; Linden Brown and Stewart Adam (1994), “Marketing in Australia” and New Zealand, third edition, Sydney-Australia, Prentice Hall Pty Ltd.
Kotier, Philip; Gary Armstrong; Linden Brown and Stewart Adam (1998), “Marketing fourth edition, Sydney-Australia, Prentice Hall Pty Ltd.
Levitt, Theodore (1960), “Marketing Myopia", Harvard Business Review, July-August, pp 45-56.
Levitt, Theodore (1969), “The Marketing Mode", New York: McGraw-Hill.
Lusch, Robert F., Jon G. Udell, and Gene R. Laczniak (1976), “The Practice of Business: The Future of Marketing Strategy", Business Horizons, vol. 19 (December), pp 65-74.
Madsen, T.K. (1989) Successful Export Marketing Management: Some Empirical Evidence. International Marketing Review, vol.6, no.4.
McCarthy, Jerome E. and William D. Perreault Jr. (1984), “Basic Marketing, 8th ed. Homewood, IL: Richard D. Irwin, Inc.
McColl-Kennedy, J. R ; G. Kiel ; R. F. Lusch and V. N. Lusch (1992), “Marketing Concepts and Strategies", Sydney: Australia, Wadworth Inc.
McColl-Kennedy, J. R ; G. Kiel ; R. F. Lusch and V. N. Lusch (1994), “Marketing Concepts and Strategies", Sydney: Australia, Nelson.
McGee, Lynn W. and Rosann L Spiro (1988), “The Marketing Concept in Perspective", Business Horizons, May-June, pp 40-45.
McKitterick, J.B. (1957), “What is the Real Marketing Management Concept, in Readings in Marketing 75/76, Guildford, CT: Dushkin Publishing Group, 23-26.
McNamara, Carlton P. (1972), “The Present Status of the Marketing Concept", Journal of Marketing, January, pp 50-57.
Moini, A.H. (1995), An Inquiry into Successful Exporting: An empirical investigation using a three-stage model, Journal of Small Business Management, July, pp. 9-25.
Ogunmokun, G.O and FitzRoy Peter T. (1995) “Australian Small Business Objectives and the Marketing Concept” International Journal of Management, Vol. 12 No. 1 March pp. 44 - 55
Peterson, Robin T. (1989), “Small Business Adoption of the Marketing Concept vs Other Business Strategies", Journal of Small Business Management, Jan, pp 38-46.
Vizza, R. F., E. T. Chambers and E. J. Cook(1967), “Adoption of the Marketing Concept - Facf or Fiction", New York: Sales Executive Club, Inc. (Research Report).
Webster, Fredrick E. (1988), “Rediscovering the Marketing Concept", Journal of Marketing, July,, pp 53-70.
Webster, Fredrick E. (1992), “Changing the Role of Marketing in the Corporation", Journal of Marketing, vol. 56, Oct, pp 1-17.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Ogunmokun, G.O., (Esther), LY.L. (2015). Marketing Concept Philosophy and Performance: A Case of Exporting Companies in the People’s Republic of China. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_54
Download citation
DOI: https://doi.org/10.1007/978-3-319-17356-6_54
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
eBook Packages: Business and EconomicsBusiness and Management (R0)