Using example to analyse the five philosophies of marketing.

1863 Words Apr 15th, 2004 8 Pages
1. Introduction

As the development of economy, recently more and more people focus the importance of concept of Marketing because it has already improved the people's viewpoint which how to deal the business. However, one of the most persistent conceptual problems in marketing is its definition. In the light of Philip Kotler, marketing definition consist of social definition and managerial definition. (Kotler, 2000, p7-8). According to the British Chartered Institute of Marketing, Marketing is the management process responsible for identifying, anticipating and satisfying customers' requirements profitably. (Adcock, Halborg & Ross, 2001, p3). In addition, some others define marketing as all activities directed towards identifying and
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In order to choose the proper markets and provide the goods well, Delixi pursued the marketing concept tightly to targets its markets in three activities: market segmentation, market targeting, and market positioning (see figure 1).

Figure 1 Steps in marketing segmentation, targeting, and positioning

Market Market Market

Segmentation Targeting Positioning

(Source: Armstrong & Kotler, 2003, p235)

First, according to their market research, they divided the lights market into two parts, namely, organization buyers and consumers. Concretely, organization buyers consist of factory buyers and public buyers; consumers involve family buyers and individuals. Figure 2 (next page) shows the segmentation of lights market.

Second, in light to Michael J. Baker, a critical decision is the selection of target market segments. (Baker, 2000, p188). The management of Delixi noticed that organization buyers tend to purchase the lights of special function and high quality. In contrast, consumers usually enjoy the beautiful and quality lights. Especially the family buyers, they often focus on the appearance, quality, and coordination with the environment. To combine their producing implements and expected profitability, they determine family buyers as their target market.

Figure 2 The segmentation of the lights market

Third, when Delixi obtained achievement in family buyers market, it