Page 141 - E1 Integrated Workbook STUDENT 2018
P. 141
Introduction to marketing
The marketing concept and
alternatives to it
Four possible approaches to selling a product
Sales Production Product Marketing
orientation: orientation: orientation: orientation:
uses focus is on focus is on starts by
aggressive high volume continual understanding
promotional production to improvement customers'
policies to achieve low of products needs and
entice the unit cost. assuming then produces
customer. customers products with
simply want benefits and
the best quality features to fulfil
for their these needs.
money.
The marketing orientation is the best approach to selling a product.
Illustrations and further practice
Now try TYUs 1 and 2 from Chapter 10.
Read illustrations 1 and 2 from Chapter 10.
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