Marketing Orientation and Performance in International Marketing : An Investigation of the Exporting Companies in the People’s Republic of China

Gabriel O OGUNMOKUN, Ling Yee Esther LI

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review


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)
Original languageEnglish
Title of host publicationGlobal Perspectives in Marketing for the 21st Century : Proceedings of the 1999 World Marketing Congress
PublisherSpringer, Cham
Publication statusPublished - 1998
Externally publishedYes

Publication series

NameGlobal Perspectives in Marketing for the 21st Century
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

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