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Category Archives: Marketing Concepts

How Digital Marketing Personalization Can Improve Your Sales
19 Jun

How Digital Marketing Personalization Can Improve Your Sales

By: Aron Swain
Date: 19-Jun-2020

Digital Marketing


 People naturally won’t receive a message, except they feel it was designed specifically for them. This statement is true in personal conversations and also in digital marketing. It is also why businesses are very mindful of making sure that all their digital marketing moves are optimized so that customers can feel a personal connection from the brand.

While personalization has been a thing for several years, it is no more as simplistic as it used to be. A decade ago, personalization techniques may have involved just addressing customers by their first name and then ranting on about what your business can do for them.

Today, personalizing your digital marketing approach is meant to engage the customer at a much deeper level than what you can achieve with just having their basic data.

The focus is now entirely on the customer. A study showed that 90% of customers in the US find personalized marketing appealing. That’s a statistic no company or marketer should gloss over.

Marketing is no longer just about customer-generated business reviews on Yelp, or business recommendations on professional writing service review platforms like Best Writers Online. In other words, it’s more than what customers have to say about businesses or what businesses have to say about other companies.

Personalized marketing seeks to build a unique and deeply meaningful relationship with individual customers to increase brand loyalty, conversion, and sales. To achieve this level of communication and understanding between brand and consumer, the company has to leverage the gift of data analysis.

Armed with all the pertinent personal data of its ideal customer, it can use various digital technology to design individualized messages, products and service offerings, and more. This form of digital marketing can be implemented across multiple digital marketing channels and scenarios: emails, social media ads, and pages, e-commerce stores/carts, returning visitors, and much more.

No digital marketer worth his salt doubts the non-negotiable impact of personalized marketing — and you shouldn’t either. So if you’re still sitting on the fence about this, we’ve rounded up a few compelling benefits that show how a personalized digital marketing strategy can improve your business’s sales and success.

It boosts conversion

When two people who know each other are having a conversation, it is usually very distinct from a discussion between two strangers. In the first instance, both parties already know so much about each other and have no problem exchanging stories, ideas, memories, and more.

The same way it is easier to get a conversation going with someone you already know, the conversion is much easier to achieve with a frequent site visitor or a returning buyer. This statement is true because you already have personal details about them, like their shipping address, purchase details, and more. You are already one step closer to conversion when marketing to these people.

Knowing their buying behavior and preferences means that you can offer them personalized deals and streamline the purchase experience in a way that they would naturally be open to. This tactic is valid since they are already comfortable with your brand and do not want to waste any time surfing the net for the perfect deal.

It deepens relationships and grows trust

The more time a customer spends with your company, the more you learn about their browsing habits, purchasing power, frequency, and preferences, among other things. This data is invaluable as it is the only thing that can help you effectively personalize your marketing and deepen the intimacy of your relationship with each customer.

Because your marketing feels like it is intimately adapted for each customer, this directly builds your customers’ loyalty and trust. Usually, this can also mean increased brand visibility via word of mouth and referral sales. When a customer loves your personalized service and feels in touch at an intimate level, you own them and will enjoy an increased customer lifetime value as a result.

Maintains a high customer retention rate

Personalization positively impacts each customer’s experience with all your company’s touchpoints — email, social media, online store, blog, and more. When your customers are always satisfied with the value and service you deliver, it reduces the number of complaint calls, increases your positive review count, bolsters your brand loyalty, and also your customer retention rate.

Traditionally, in our competitive business clime, every potential customer is fair game to any digital marketer or company. As a result of this mindset, your competitors will always be trying to steal your customers away from you. However, because your customers are delighted and satisfied with your brand, they will be a lot less likely to consider jumping ship to a competitor.

It helps serves as an extra filter during lead nurturing

There is no such thing as having enough or too many customers; it’s a myth in today’s business thinking. So even companies with loyal customers always want more customers. Even when it comes to reaching out to entirely new people, personalized can still be of help here.

Smart marketers use the data they already have about their highest value customers to reach out to a lookalike audience. They use it to target only people with the highest likelihood of responding favorably to your marketing efforts. Still, there will always be a level of uncertainty when seeking out new customers.

Owing to this uncertainty, marketers will typically use the insights from their existing customer data to design content for pre-qualifying potential customers at the top of the funnel. This method will also work while sending them further down the line based on their responses and decisions.

It delivers a better budget/revenue ratio

A full-suite digital marketing strategy can cost a ton of money, even for small and medium businesses. According to WebFx, SMBs spend an average of $30,000 to $145,000 annually on their digital marketing. That’s too much money for any company to be throwing at marketing. This assertion is especially true if they are not recording a commensurate ROI.

For companies with personalized marketing in place, they would consequently not have to spend as much on marketing, given that their customers are already keen on their offering. Every business should want to attain this height with its customers.

At this point, provided you’re doing everything right, you can quickly identify the aspects of your marketing that customers are responding the most to. You can then optimize those aspects and scrap the ones with little to no conversion.

With this sort of approach, you would have achieved a leaner but more directed marketing strategy, a leaner marketing budget by consequence, and an uptick in sales and revenue.

Final Words

As customer data continues to be collected by businesses across the world, we will continue to see new ways to implement personalized marketing for increased sales revenue and customer satisfaction.

What’s more? The rise in people using interconnected devices is another avenue for businesses to roll out device-specific personalized marketing for their customers based on their browsing behavior on each of those devices.

In all, personalized marketing is not going anywhere; it’s only going to get bigger. Let the benefits on this list inspire you to launch your personalized marketing, or you may regret it sooner rather than later.

15 Jan

Marketing Plan For Web-Based ERP Software


Sample Marketing Plan For Web-Based ERP Software

By STANDING Tech Research Team / 2015

For Education Purposes Only

Table of Contents

1.0 Introduction.

1.1 Goals and Objectives.

1.1.1 Company Goals and Objectives.

1.1.2 Marketing Goals and Objectives.

2.0 Situation Analysis.

2.1 Market Description.

2.1.1 Segment 1: Open Source ERP for developers.

2.1.2 Segment 2: Simple ERP for small companies.

2.1.3 Segment 3: Full future ERP for medium companies.

2.2 Competitive review..

2.3 Distribution.

3.0 Strengths, Weaknesses, Opportunities, and Threat Analysis.

3.1 Strengths.

3.2 Weaknesses.

3.3 Opportunities.

3.4 Threats.

4.0 Objectives and Issues.

4.1 First-year objectives.

4.2 Second-year objectives.

4.3 Issues.

5.0 Product Strategy.

5.1 Positioning.

5.2 Product strategy.

5.3 Pricing strategy.

6.0 Marketing Strategy.

6.1 Marketing Communications.

6.1.1 Communication Objectives.

6.1.2 Communication channels.

6.2 Advertising.

6.3 Promotions.

7.0 Distribution Strategies.

7.1 Distribution Objectives.

7.2 Channel Design.

7.3 Direct Distribution.

7.3.1 Website.

7.3.2 Formal Channels.

7.4 Indirect Distribution.

7.4.1 Retailers.

7.4.2 Other individuals (Agents).

7.5 Other direct distribution.

List of Tables

Table (1) Business Factors with their affects and probabilities. 11

Table (2) Positioning.

Table (3) General Prices for the product

1.0 Introduction

Standing Tech. Company is software Development Company known with its highly customizable Web-based applications in major fields of business. Web-based ERP software is first product in that designed for (right to left) language specially and supporting UTF-8 data natively.

Web-Based ERP Software is modern, simplified, fully customizable Enterprise Resource Planning software that can be implemented in small and medium organizations. Web-based ERP is cost effective model of ERP that not require any client software to work, this capability enables Web-based ERP to run on all browsers in all operations systems.

This product gives a competitive advantage over other providers that not providing customizable web applications and not providing help and support services in customers’ language, this opportunity will increase revenues via some lines that will increase the profit and STANDING TECH. population.

1.1 Goals and Objectives

1.1.1 Company Goals and Objectives

Standing Tech. Company opening new investment projects by providing (Left to right) software with specialized GUI interface in parallel to its international software products. For this reason, Web-based ERP can be positioned as the first software in the market that even personal inexperienced users can use it.

– Opening new investment projects to increase revenues by 30%.

– Increasing sales for Hosting and Domain that came with Web-Based applications.

– Maximizing its population in the market via some free online applications so that increasing in commercial licenses expected by 10%.

1.1.2 Marketing Goals and Objectives

· Offering Different Versions of Web-Based ERP: providing custom versions of ERP according to customers’ requirements so that the strategy will focus on dynamic price to cover more customers.

· Offering Wed design: because Web-based ERP increasing customers, new opportunities will be available for Web design and hosting services.

· Offering IT Technical services: Offering IT consultancy for those companies that require outsource IT support.

· Offering Free Support and training: Offering free support for Web-based ERP will attract customers to select this product, because most international software company doesn’t have office in this region, so that by considering this GAP in current market, this product can be selected as the first (free support in customer’s language) in the market.

14 Jan

Click-only business in the highly competitive sector of the market

Click-only or pure-click business can be described as new company that conducting business digitally via Internet (online) by using e-commerce system without physical existence as firm (Philip Kotler and Kevin Keller, 2008 p.434) while click-and-mortar or click-and-brick business can be described as company that added new channel for marketing by using e-commerce or nay other business software. (Wikipedia, the free encyclopedia, n.d) and (Philip Kotler and Kevin Keller, 2008 p.434) from these definitions, click-only business is a company that lunched a website for all business activity by using e-Marketing, e-Purchase, and e-commerce; or any combinations of e-business modules that fits to the business objectives.

Click-only business uses a website as first step, starting from domain registration (choosing simple and beautiful word for the domain and them .com prefix that often used), usually website name is the brand name that reflects also in the domain name. The second step is good hosting service that provides reliable futures for long-run to process e-business modules with good performance. The third step is security system that includes (SSL certificate: for encrypting data between client and server, and using secure e-business platform on secure server). The remaining part that plays a big a role in click-only business is the Website (that integrated with the e-business), starting from basic things: website language, design and layout, and contents that accomplish business goals and objectives, for example: Community and communication sections (discussion board, feedback, simple voting and reviewing system, etc). All those points as whole will provide easy navigation through the website that helps visitors to easily find, compare, and buy products.

Highly-competitive Environment

Current online market (market-space) is highly competitive by its nature because of existing more International companies that distribute their products online directly or by using third-part companies like (,,, or directly through Company’s’ websites). Considering this challenge, another issues also facing online business, for example: competitor can easily take business secrets and methods so that brand identity is difficult to establish and maintain, and building trust and ensuring security and privacy have proven most challenging (Sirkka L. Jarvenpaa and Emerson H. Tiller, n.d., p.1).

For click-only business in highly competitive sectors of the market, it require a good strategy for building trust within visitors to became customers, in regard to other factors that mentioned above, visitors must trust the website before buying any product, because later, buying process require visitors to enter their information like (Name, age, address, and Credit-card details, etc) that require a trust for competing the purchase, there are several factors that attracts visitors to trust website: Valid contact information including (physical address, land-line, e-mail) also using secure system for processing online transactions like (SSL and trusted Gate-way for shopping cart) that provides safety behavior against theft, hacking and any online issues.

In conclusion, click-only business is not just putting materials on website, products that offered online must exist also in offline inventory, and the company also requires building brand equity offline for building trust within customers. Finally, click and mortar is the effective than click-only, because integrating traditional business with e-commerce provides more benefit like: “potential cost savings, gains due to enhanced differentiation, improved trust, and potential extensions into new markets” (Charles Steinfield, 2002).


  • Sirkka L. Jarvenpaa and Emerson H. Tiller (n.d.) PROTECTING INTERNET BUSINESS METHODS: AMAZON.COM AND THE 1-CLICK CHECKOUT [Online]. Available From: (Accessed: 17 December 2011)
  • Charles Steinfield (2002) Understanding Click and Mortar E-Commerce Approaches: A Conceptual Framework and Research Agenda [Online]. Available From: (Accessed: 17 December 2011)
  • Wikipedia, the free encyclopedia (2002) Bricks and clicks [Online]. Available From: (Accessed: 17 December 2011)
  • Philip Kotler and Kevin Keller (2008) ‘Marketing Management’, 13th Edition, Pearson Prentice Hall, ISBN-10: 0136009980
14 Jan

Narrowcasting, Nontraditional advertising, and Innovative media technologies


“Narrowcasting refers to broadcasting to a very narrow range of audience” (Franck Legendre et al., 2008, p.1) from this definition, it’s a communication for limited audience that interested to receive information from a specific source, it includes all media that can be restricted for limited subscribers, by other words, narrowcasting media not broadcasting to public, a special subscription or registration method must be completed before accessing to the source media. Simple example can be a website, when broadcasting some contents to all visitors while restricting some contents only for registered users that interested to view that content. Other popular examples are Cable TV, Channel Decoders, Mailing List, or any other media that only some audience can access them.

Subscribed audience of Narrowcasting media can also be identified as target market for advertisement, it can be considered also as effective way because audiences that subscribed to that media are interested to receive information from that source; the media might also be created for a specific people that became as an audiences for that source, thus, if the audiences found as target customers for a specific product/service, narrowcasting source will be effective for disseminating advertisement messages.

Nontraditional advertising

Any advertisement that not used by traditional methods like (TV, Radio, Website, Newspapers, Brochure, Trade shows, etc) can be categorized as nontraditional advertising, simple examples are some arts that attract viewers on the street; behind that attractive point, a company puts name, logo, or any things that shows the brand of that company, in my country, the first non-traditional advertising showed via some known actors that presented an attractive scenario on the street; suddenly, without any expectation of people around them. Another example is complex paint art, created by some professional that the content only identified 20 meters away, and also a message typed: “Check your eyes in ABC Company”.

Some examples that provided by “” are: “Stickering, Placemat Advertising, Mural Advertising, Peephole Advertising, Coffee Cup Advertising, Chinese Restaurant Advertising, Youth Marketing, Outside the Box Advertising” that each category consists of more than one scenario for targeting specific target.

Advertisements via non-traditional ways can be designed very attractive so that viewers might not willing to ignore it, and also, it gives a freedom that viewer can ignore it not like some TV ads that takes 10 minutes between each 30 minutes, it’s also cheaper that all other methods relatively.

Innovative media technologies are mostly used as light-banners, posters, or any other technologies that not common, generally, innovative methods are using visual affects to attract viewers, one example that used in Japan, uses very attractive water display.

Innovative media technologies can also be used as non-traditional advertisement also as some examples provided by by creating special project by using innovative technologies.


  • Franck Legendre, Vincent Lenders, Martin May, and Gunnar Karlsson (2008) Narrowcasting: An Empirical Performance Evaluation Study [Online]. Available From: (Accessed: 10 December 2011)
  • GoGorilla (n.d.) Guerilla Marketing [Online]. Available From: (Accessed: 10 December 2011)
  • ADVENSE (n.d.) Any sufficiently advanced technology is indistinguishable from magic. [Online]. Available From: (Accessed: 10 December 2011)
14 Jan

Affect on Internet on price considerations for: Airlines, Hotel Reservation, Book Sales

Internet changed more aspects in our life; communication, education, shopping, reading, and many other personal hobbies that came with internet, marketing is also changed, the marketplace changed to market-space (Tapscott Don, 2000), the space that holds infinite different things that everybody can surf it at any time, limitations were also changed; for buying an item we must go to the market-place, while, market-space just requires internet access and computing device, distances where became equal, and physical payment-receipt also changed to digital transactions.

Online resources provides more information that can’t be get in real-world, users can find target information through search-engines services, a chain of information that relatively unlimited, in few minutes, we can find and collect different prices for same products or service, any business realizing that fact, knows that customers definitely buying cheaper products with same quality, and also, distributions costs and expenses were also decreased by using online systems like e-commerce that approximately leads the prices to be decreased.


Airlines services are approximately same, with regard to some special services and strategy, but overall service is providing flights for travelling passengers and/or goods to another place, basing on that point, customers are always price sensitive to airlines’ prices because at worst case, the seat place is suitable for few hours and designed for human beings. From this perspective, Internet will influence on airlines price consideration because “Internet facilitates competition, thereby creating downward pressure on prices” (Eugene Orlov, 2011, p.35) so that airline companies are in high competition.

Hotel Reservation

Classical methods of Hotel reservations are by contacting hotel-customers services or via special agents or other companies that provides tourism services, while by using online applications such as Hotel Management Software, it provides better management abilities that analysis all requests on demand and gives accurate results without conflict, then, customers can review hotel services by reviewing their service lists and comparing various prices with another hotels. Internet also influences on hotel prices because customers can find most hotels with similar services by using internet search, then, they can decide on lower price.

Book Sales

Generally, online books store database provides all information that helps customer to find and select their needs, without going to physical places, books can be reviewed and purchased online, in other hand, e-books can be delivered on demand after payment completed.

Price consideration for books sales limited to some restrictions that set by main publisher, the price might be fixed as exist in my country, books must be sold with fixed price in all cities and places, however, internationally, books versions and prices are vary according to general costs that requires by international retailers, and the transportation companies.

In conclusion, dynamic price strategy is most suitable for online marketing because customers can easily find same products with different prices, then, most companies are in competition because of the internet, then, price should be justified because customers will buy same product with lower price.


  • Eugene Orlov 2011, ‘HOW DOES THE INTERNET INFLUENCE PRICE DISPERSION? EVIDENCE FROM THE AIRLINE INDUSTRY’, Journal Of Industrial Economics, 59, 1, pp. 21-37, Business Source Premier, EBSCOhost, viewed 3 December 2011.
  • Tapscott, D 2000, ‘Internet’s reach even extends to 4 P’s of marketing’, Computerworld, 34, 29, p. 30, Business Source Premier, EBSCOhost, viewed 3 December 2011.
14 Jan

Value of branding for both the buyer and the seller

 “Brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association, 2011) the same definition is also valid for describing trade-mark as stated by same author: trade-mark is legal term of brand. Usually, every company must register and provide a unique trade-mark, after registration, all trade-mark components became protected and no-one can use them for any purposes, then, the company uses its trade-mark elements for marketing purposes, printing trade-mark elements on tangible products, however, products still require another definition for telling customers what the value of that product is, thus, branding is creating brand for products/service, for example: iPod is the name of a product, its set during branding process of that product, fir lower case ‘I’ letter and second upper case ‘P’ is differentiation and custom design, there is also a definitions of that product that customers depends on it when deciding to buy that product, for favorable brands by customers, brands providing value to the firm (Philip Kotler and Kevin Keller, p.238, 2008)

Developing a brand for the product and/or service

Before creating effective brand, creating good quality of product/service is very important because “product quality plays a significant role in influencing consumers to be brand loyal customers” WONG FOONG YEE AND YAHYAH SIDEK (2008, P.234) so that the goals for that brand must increase customers’ loyalty and sales performance.

Kotler and Kevin Keller (p.246, 2008) provided six criteria for choosing brand elements: memorable, meaningful, likable, transferable, adaptable, and protectable.

Promoting brand loyalty

Brand loyalty is customer’s behavior that returns to same brand to purchase same or other products/services so that, with more brand loyal customers, a company spending less effort in marketing because customers return according to their trust for that brand. Usually, loyalty created within customers after they satisfied with delivered products/services, but this behavior is not easy to be created because of more similar products in major types in current industry. WONG FOONG YEE AND YAHYAH SIDEK (2008, p.233-234) stated that: brand name, product quality, price, store environment, promotion and service quality are positively related to brand loyalty so that they can affect customers to be brand loyal.

Usually, before customers became loyal, the firm must motivate customers to chose its products, this process require a good advertisement program to create theoretical brand image within customers, after this, if the product satisfied customer in terms of quality, the customer might became loyal for that brand, as mentioned above about significant role of quality, the quality of advertisement and used media are also important, for instance, Website is one of the most common used media for advertisement, as stated by LOWRY et al. (2008, p.221) ‘Web site quality has an important effect on brand image” from this perspective, good quality of media and advertisement are important for promoting brand loyalty.

No-brand-name PC

There are some facts behind no-brand-name PC:

  • Cheap price
  • Customizable according to customer’s preferences
  • Quick Support including (Upgrading and repair) from retailer

But brand-named PCs like (HP, DELL, etc) are expensive comparing with no-brand-name, also, these PC some times, can’t be customized according to customer’s demand.

Experienced users knew that brand-named PC’s are created with higher quality that all parts of the PC are compatible so that the PC will run longer and better, from my experience, I found that using popular brand-name PCs are much better than no-brand-name PC for long-term use, because they require less repair and maintenance.

In conclusion, every product and service require branding before entering to the market, because without brand the value of product/service can’t be created within customers, and later, when the product/service became available, brand brings more long term benefit to the firm like customer loyalty, and then, “The knowledge of consumer segments that favor a particular brand supports the selection of appropriate target markets” Ulrich R. Orth et al. (2004, p.9) that helps the firm to extend and widen their marketing strategy.


  • Ulrich R. Orth, Mina McDaniel, Tom Shellhammer, Kannapon Lopetcharat, (2004) “Promoting brand benefits: the role of consumer psychographics and lifestyle”, Journal of Consumer Marketing, Vol. 21 Iss: 2, pp.97 – 108, Emerald [Online]. DOI: 10.1108/07363760410525669 (Accessed: 10 November 2011).
  • WONG FOONG YEE AND YAHYAH SIDEK (2008) ‘Influence of Brand Loyalty on Consumer Sportswear’, Journal of Economics and Management Vol. 2, Iss: 2, pp. 221 – 236 [Online] Available From: (Accessed: 10 November 2011).
  • LOWRY, P, VANCE, A, MOODY, G, BECKMAN, B, & READ, A (2008), ‘Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites’, Journal Of Management Information Systems, 24, 4, pp. 199-224, Business Source Premier, EBSCOhost, viewed 24 November 2011.
  • Philip Kotler and Kevin Keller (2008) ‘Marketing Management’, 13th Edition, Pearson Prentice Hall, ISBN-10: 0136009980
  • American Marketing Association (2011) Dictionary [Online]. Available From: (Accessed: 26 November 2011)
14 Jan

Marketing Strategy: Segmentation

Segmentation is the way that large markets can be divided to smaller segments Kotler & Armstrong (2008, p. 185) so that each segments became a target market for offering a customized product that can be identified by customers according to their needs and wants, for example: dividing the market according to ages of customers require offering different products for different ages that satisfies customers, another example is gender segmentation, male and female clothes are difference so that different clothes must be offered.

Segmentation for some category will be easy like gender, age, size, profession, etc. However, affective segmentation must be measurable, accessible, substantial, differentiable and actionable Armstrong (2008, p. 194), so that the product can be identified by those that segmented for, incorporating those future in segmentation strategy require more effort for finding the target market, and efforts usually require resources, and resources are monetary terms. Thus, targeting more segmented market require more effort than single segment market.

Differentiated segmentation strategy is the strategy that first divides the target market to several segments and then offers a specific product to each segment (Kotler & Armstrong, 2008, p. 196) so that the company’s revenue will be increased theoretically. This strategy is limited according to company’s resources, for example:

  • Limited budget: company A is a small company that consist of 100 employees, when company A applying differentiated segmentation strategy for some products, it needs more money to spend on developing each products, but because its budget is limited, its might require to take loans from Bank and its products became expensive because of additional costs that came from interest rate. Or it might fail in designing some products because of its limited employee ‘designer’. For this case, company A will fail.

In conclusion, it’s better for limited company to focus on few segments its market for providing highe performance products, and for new firms, should first target the most attractive segment that matches its capabilities and later it can expand its market by pursuing a market specialization strategy and offering new products to its existing market because expensive price of products losses a competitive advantage then it leads the business to fail in that segment.


  • Philip Kotler & Gary Armstrong (2008) ‘Principles of Marketing’, 12th Edition, Pearson Prentice Hall, ISBN: 0-13-712827-4
  • com(2010) Target Market Selection [Online]. Available From: (Accessed:  19 November 2011)
The five different marketing management concepts (orientations)
14 Jan

The five different marketing management concepts (orientations)

1. Product Concept

This concept is based on product of which the organization creating good quality products and considering that each product chosen by consumers, so that, orientation of marketing is more focusing on operation management for improving products without considering consumers’ satisfaction.

This concept usually not based on actual demand of consumers for providing specific product, it depends on business strategy and its products that theoretically will be accepted by consumers because of good quality, performance and any creativity futures.

This concept is not effective and might fail in more cases, because in current industry, because of availability of too many products, the final decision always refers to consumers for selecting their favor product.

2. Production Concept

This concept based on producing inexpensive products via (mass production) technique, in the context of this concept it can be seen that consumers always accepting low price products so that the company try to make good mass production and distribution system with minimum cost.

In regard to mass production benefits, but economic values of products and availability does not provide full motivation factors to force consumers to select those products, then, this concept might fail if the product not satisfying consumers.

3. Selling Concept

Under this concept, the organization tries to sell all products without considering demand; it uses promotions for making good sell via advertisements for their products.

Usually, promotion helps consumer to understand the benefit of products and then buying, there will be two possible scenarios: good sales according to good advertisement at beginning, but after a period, for bad products, consumers might not return because of bad quality.

This concept is near to right in applying promotion but still not considering customers before making products.

4. Marketing Concept

Marketing concept is based on consumers’ wants and demand of the market. Under this orientation, products and services are provided according to pre-requests by customers, and then providing something that fulfills customers’ requirements.

This concept is very effective because it tries to create well customer-response culture in whole organization that whole organization working to improve everything to make trusts with customers and then being populated in the industry.

Applying this concept require more efforts because keeping customers require continues improvements of old products and also, developing new products.

5. Societal marketing concept

This concept is same as marketing concept except that marketing concept ignores or not considering social factors while this concept considering social factors for improving society.

Products and services after long period influences on culture and whole society, for example: communication technologies changed more social behavior and created new behaviors; also, there are many issues that came with new products so that, in regard to customer based, improving society must be considered in this concept.

According to Apple’s success in marketing, it’s clear that Apple applying ‘Marketing’ concept for (iPhone and iPad). Both products are well and good in more ways, so that, Apple considered customers to provide good products and demands of Apple’s products for new versions (models) of iPhone can provide good evidence.

I can also see that iPad is created under societal marketing concept because of its ability to read e-Books and writing notes or even long text with easier functionalities that satisfy users and also improves society.


  • Reccia Charles (2010) Marketing Basics [Online]. Available from: (Accessed: 09 November 2011)
  • Exforsys Inc. (2009) Marketing Orientation [Online]. Available from: (Accessed: 09 November 2011)
  • James Henley (2011) Marketing Concept and Philosophy [Online]. Available from: (Accessed: 09 November 2011)
  • Philip Kotler & Gary Armstrong (2008) ‘Principles of Marketing’, 12th Edition, Pearson Prentice Hall, ISBN: 0-13-712827-4 Philip Kotler (2006) ‘Marketing Management, Millenium Edition’, Pearson Prentice Hall, ISBN 0–536–63099-2