Question

Anabel Creations, an apparel designing company, has a huge pile of young men’s and women’s garments to be sold across its branches in various cities. In order to clear the stock, the company has decided to give a heavy discount on its garments, with a view to lure the buyers. It is also visiting various colleges for sponsoring fashion shows in order to push its sales. However, the garments are not liked by the customers, as they have not been made as per their needs and preferences.

1. Identify and state the marketing management philosophy being followed by Anabel Creations.
2. Name and state any two other philosophies of marketing apart from the one identified in part a.

Answer 1

1. The Marketing Management philosophy followed by Anabel Creation is the Selling concept.
   This business philosophy assumes that the customers would not buy, or not buy enough, unless they are adequately convinced and motivated to do so. Therefore, firms must undertake aggressive selling and promotional efforts to make customers buy their products. The use of promotional techniques such as advertising, personal selling and sales promotion is considered essential for selling products.
2. The Production Concept: The focus of business activities is on the production of goods. It is believed that profits can be maximised by producing at a large scale, thereby reducing the average cost of production. Consumers would favour those products which are widely available at an affordable price. Thus, availability and affordability of the products are considered to be the key to the success of a firm.
   The Product Concept: The focus of business activity is on bringing continuous improvement in the quality, incorporating new features, etc. Thus, product improvement became the key to profit maximisation of a firm under the concept of product orientation.
   The Marketing Concept: It assumes that in the long run an organisation can achieve its objective of maximisation of profit by identifying the needs of its present and prospective buyers and satisfying them in an effective way. All the decisions in a firm are taken from the point of view of the customers. Customer satisfaction becomes the focal point of all decision-making in the organisation.
   The Societal Marketing Concept: The business orientation should not be short-sighted to serve only consumers’ needs. It should also consider large issues of long-term social welfare. The societal marketing concept holds that the task of any organisation is to identify the needs and wants of the target market and deliver the desired satisfaction in an effective and efficient manner so that the long-term well-being of the consumers and the society is taken care of.