Understanding the Marketing Concept: A Customer-Centric Approach for Long-Term Success Marketing SS 1 First Term Lesson Notes Week 4

Subject: Marketing
Topic: Marketing Concept II
Class: Senior Secondary School (SSS) 1
Term: First Term
Week: 4

Learning Materials:

• Whiteboard/Chalkboard
• Explanatory posters and pictures

Instructional Materials:

• Lagos State Scheme of Work
• Online materials
• Textbooks

Previous Knowledge:

Students have been taught Marketing Concept I and are familiar with the basics of marketing, focusing on customer needs and preferences.

Behavioral Objectives:

By the end of the lesson, students should be able to:

1. Explain the concept of marketing.
2. Differentiate between the sales concept and the marketing concept.
3. Discuss the customer-oriented approach in marketing.
4. Identify the long-term benefits of adopting a marketing-oriented strategy.

Content

Marketing Concept

The marketing concept emphasizes the importance of customer satisfaction and profitable sales volume as the primary goals of marketing management. It focuses on customer orientation—understanding and addressing customer needs—and contrasts with the sales concept, which is driven by the seller’s needs.

Key questions under the marketing concept include:

1. What do customers want?
2. Can we develop it while customers still want it?
3. How can we keep our customers satisfied?

In response to these questions, companies began adopting the marketing concept, which involves:

• Focusing on customer needs before developing products.
• Aligning all functions of the company to focus on these needs.
• Achieving profitability by satisfying customer needs over the long term.

Distinctions Between the Sales Concept and the Marketing Concept

Examples:

1. Sales Concept: A company that only focuses on selling products they have already produced, without considering if it meets the current needs of customers. For example, an electronics company pushing old TV models with discounts without researching if customers want newer features.
2. Marketing Concept: A clothing brand that surveys customers for preferred styles before launching a new clothing line, ensuring demand and customer satisfaction.

The Evolution of Marketing Concepts

The marketing concept has evolved to a more sophisticated approach called the Societal Marketing Concept, which incorporates not only customer satisfaction but also societal welfare. It emphasizes responsible marketing that considers environmental and social impacts.

Presentation

The topic is presented step-by-step for clarity and engagement.

Step 1: Revision

The teacher reviews key points from Marketing Concept I to refresh students’ understanding.

Step 2: Introduction of New Topic

The teacher introduces Marketing Concept II, explaining its customer-oriented focus compared to the seller-oriented sales concept.

Step 3: Student Contributions and Corrections

Students are encouraged to provide examples of both concepts, and the teacher corrects and expands on their ideas as needed.

Evaluation

Class Activity

1. Explain the distinction between the Sales Concept and the Marketing Concept.
2. Give examples of companies you think follow a customer-oriented approach.

Assignment

Explain the Consumer Orientation Approach in your own words, giving examples of products or brands that prioritize customer satisfaction.

Conclusion

The teacher summarizes the lesson, focusing on the differences between the sales and marketing concepts, and the importance of customer-oriented marketing. The teacher also provides a board summary of key points and goes around the class to mark and correct students’ work.

Evaluation Questions

(15 Fill-in-the-Blank Questions with Options)

1. The marketing concept emphasizes the importance of _______ and profitable sales volume.
   • a) aggressive sales
   • b) customer satisfaction
   • c) employee satisfaction
   • d) product quantity
2. The sales concept focuses on the _______’s needs, while the marketing concept focuses on the _______’s needs.
   • a) buyer; buyer
   • b) buyer; seller
   • c) seller; buyer
   • d) marketer; product
3. A marketing-oriented company develops products based on _______.
   • a) management’s needs
   • b) customer needs
   • c) employee feedback
   • d) competitor strategies
4. The goal of the sales concept is to convert products into _______.
   • a) satisfaction
   • b) cash
   • c) sales
   • d) ideas
5. The marketing concept requires aligning all _______ of the company to focus on customer needs.
   • a) departments
   • b) products
   • c) stakeholders
   • d) competitors
6. A key question under the marketing concept is, “What do _______ want?”
   • a) employees
   • b) customers
   • c) companies
   • d) investors
7. In a marketing-oriented company, profitability is achieved by _______ customer needs.
   • a) ignoring
   • b) analyzing
   • c) satisfying
   • d) rejecting
8. The _______ concept represents a shift from focusing on the product to focusing on the customer’s problem.
   • a) sales
   • b) societal
   • c) marketing
   • d) production
9. The _______ concept evolved to consider not just customer needs but also societal welfare.
   • a) sales
   • b) societal marketing
   • c) production
   • d) customer
10. The main philosophy behind the marketing concept is achieving _______ advantage.
    • a) financial
    • b) competitive
    • c) temporary
    • d) operational
11. Customer satisfaction in the marketing concept leads to _______.
    • a) short-term sales
    • b) long-term relationships
    • c) cash flow
    • d) decreased interest
12. An organization focused on the sales concept is likely to use _______ sales techniques.
    • a) passive
    • b) aggressive
    • c) calm
    • d) customer-friendly
13. In a marketing-oriented company, the customer is viewed as a _______ to be solved.
    • a) number
    • b) problem
    • c) solution
    • d) supplier
14. The societal marketing concept considers _______ welfare along with customer satisfaction.
    • a) government
    • b) corporate
    • c) societal
    • d) individual
15. The marketing concept ensures that _______ are met over the long term.
    • a) company goals
    • b) stakeholder needs
    • c) customer needs
    • d) shareholder returns

Class Activity Discussion

1. Q: What is the main focus of the marketing concept?
   A: The main focus is on customer satisfaction and achieving profitable sales by addressing customer needs.
2. Q: How does the sales concept differ from the marketing concept?
   A: The sales concept is focused on converting products into cash, while the marketing concept prioritizes meeting customer needs.
3. Q: What question does the marketing concept start with?
   A: It begins with, “What do customers want?”
4. Q: Why is it important to focus on customer needs before developing products?
   A: This ensures that the products developed are actually desired by customers, which improves sales and satisfaction.
5. Q: What role does profitability play in the marketing concept?
   A: Profitability is achieved by satisfying customer needs consistently over the long term.
6. Q: Why is customer satisfaction important in the marketing concept?
   A: Customer satisfaction leads to repeat business and long-term customer loyalty.
7. Q: What does the societal marketing concept add to the traditional marketing concept?
   A: It adds a focus on societal welfare, considering the broader impact on society.
8. Q: How do companies apply the marketing concept in real life?
   A: By researching customer needs and adjusting products and services to meet those needs.
9. Q: What is one major advantage of using the marketing concept?
   A: It helps companies build a competitive advantage by aligning with customer expectations.
10. Q: How does the sales concept approach the buyer?
    A: It focuses on pushing existing products to buyers, often through aggressive sales tactics.
11. Q: Can you give an example of a company that uses the marketing concept?
    A: A company like Apple uses customer feedback to improve and innovate on its products.
12. Q: What is meant by “customer orientation”?
    A: Customer orientation is the approach of prioritizing customer needs and preferences in business decisions.
13. Q: How does the marketing concept impact company functions?
    A: It aligns all company functions to focus on customer satisfaction.
14. Q: What is consultative selling?
    A: It is a selling approach based on the marketing concept, where the salesperson acts as an advisor to meet customer needs.
15. Q: How does a company achieve long-term success under the marketing concept?
    A: By continuously adapting to and meeting changing customer needs.

Evaluation

1. Define the marketing concept and explain its main focus.
2. How does the sales concept differ from the marketing concept in terms of customer satisfaction?
3. Describe how a customer-oriented approach benefits a business.
4. Explain how aligning company functions to customer needs supports the marketing concept.
5. Why is long-term customer satisfaction important in the marketing concept?
6. Give an example of a business that uses the marketing concept to enhance customer loyalty.
7. What are the key questions that companies consider under the marketing concept?
8. Describe how the societal marketing concept differs from the traditional marketing concept.
9. What is the role of customer feedback in the marketing concept?
10. How does consultative selling align with the marketing concept?