33 marketing management philosophies in section 31

3.3 MARKETING MANAGEMENT PHILOSOPHIES
In section 3.1, you were made to understand that marketing management involves
carrying out tasks to achieve desired exchanges with target market. The question
then is, what philosophy do we use to guide these marketing effects?. Again, what
weight should we give to the interests of the organisation, customers, and the
society in this process of trying to achieve the desired exchanges with the market?.
These interests often clash on a number of occasions.
Generally, there are five alternative concepts or philosophies under which
organisations can conduct their marketing activities. These are: the production,
product, selling, marketing, and societal marketing concepts.
5.0 Summary
This unit examined various definitions of marketing; concepts underlying marketing and
marketing philosophies.
6.0 Tutor Marked Assignment
Briefly highlight the arguments against marketing concept as discussed in this unit.
Answers to Self Assessment Exercises
Distribution functions of marketing are:
a. Storage: Storing of goods to meet future demands, time and other utilities.

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b. Transportation: This is the movement of goods from the manufacturer
down to the target consumers. This includes material handling, warehousing,
etc.
3.5 Functions of Marketing
The functions of marketing can be classified into three: namely
merchandising function, physical distribution and auxiliary function.
(A) Merchandising Function
1. Product Planning and Development
Product planning starts with idea generation, idea screening and development of a
prototype product. It also takes into consideration the
purchasing power of the consumers, taste and
market segmentation. Research and development is established for the
analyses of ideas generated.
2. Standardisation and Grading
This is concerned with setting certain standards/levels to accomplish the produced
goods. This is carried out by the production
department and regulated by some government agencies, such as Standards
Organisation . For example, Sprite is 30 cl, Coke is 35 cl, etc.
3.
Buying and Assembling
Here, we are concerned with the marketing institutions that purchase goods or
services at cheaper prices in order to resell at minimum prices to the end-users.
These marketing institutions include the
wholesalers, retailers and agents.
4.
Selling
This is concerned with selling of the finished goods to the end-
users either through the
manufacturers or the marketing channels. In order to get the attention of their target
consumers, they embark on various promotional strategies, such as discounts, promo
tools, bundle sales, bonuses, etc.
(B) Physical Distribution
1. Storage
Storing of goods to meet future demands and for time and other utilities.
2.
Transportation
The movement of goods from the manufacturer down to the
target consumers. This includes material handling, warehousing,
etc.

PRINCIPLES OF MARKETING
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(C) Auxiliary Function
1. Marketing Finance
That is, allowing credits to customers and as well as obtaining credit from
customers, such as Banks, individuals, etc.