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Integrated Marketing Communications (IMC)

It has been suggested that marketing has evolved from the early days of the production orientation to today's Integrated Marketing Communications (IMC) concept. However, not all companies have adopted this marketing concept. Why might some companies still operate under the production, product or selling orientations and what impact might this have on their target market, competitive advantage, profitability and customer satisfaction/retention? Provide examples of specific companies you see currently operating under each of these orientations. Justify your selections.

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Evolution of Marketing:
With the globalization of trade and immense technological advancements throughout the world, the concept of marketing has evolved from the early days of the production orientation to today's Integrated Marketing Communications concept. Use of this concept is serving firms with high level of customer satisfactions and growth, but still there are several companies that have not adopted this marketing concept (Singla, n.d.). In present, still there are some companies that are operating under the production, product or selling orientations with the following aims:

(1) Production Concept
This concept is one of the oldest marketing concepts used in business. It believes that consumers usually prefer products that are widely accessible and reasonably priced. Managers try to attain high production efficiency, low costs, and mass distribution. This orientation is still used in developing countries because consumers are interested in buying the product instead of its features (Rajagopal, 2007). One of the well-known companies from China that still makes use of this concept is Lenovo. ...

Solution Summary

Integrated marketing communications are discussed.

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