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14 May, 04:19

Ethel and Jan have just started a new company, Jantel, Inc., and are having trouble deciding which marketing path to take to drive sales. Ethel believes they should follow a make-and-sell philosophy that focuses on improving their product, whereas Jan believes they should be more customer-oriented and find the right products for their customers. Which of the following BEST describes this situation? A. Should Jantel, Inc., follow a product or selling concept?

B. Should Jantel, Inc., follow a societal marketing or production concept?

C. Should Jantel, Inc., follow a product or marketing concept?

D. Should Jantel, Inc., follow a marketing concept or a societal marketing concept?

E. Should Jantel, Inc., follow a production or selling concept?

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  1. 14 May, 06:18
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    C) Should Jantel, Inc., follow a product or marketing concept?

    Explanation:

    The discussion here is that Ethel believes they should follow a product concept while Jan believes they should follow a marketing concept. Well, Jan is right and Ethel has been wrong for more than 100 years.

    If Jantel Inc. is going to manufacture or produce some super groundbreaking mega exceptional product that everyone will want to have because of how great it is and how it will dramatically change their lives, then it's OK to follow a make and sell philosophy. That's the only reason why a company should only focus on how good your product is.

    But if Jantel Inc. is not inventing something life changing as the iPhone or the PC, then they will have to be more consumer oriented. This has become a universal truth all around the world.

    The world is full of thousands of great products that someone wants and needs to sell to you, but you only buy a tiny fraction of them. So as a customer, you decide which product to buy based on the seller's marketing actions.

    The only possible exceptions to this rule are commodities, i. e. farmers grow soybeans and corn the best they can simply because someone will be willing to buy all they can produce.

    So unless Janitel Inc. is a mining company, a farm or oil company, or Ehtel and Jan are the reincarnations of Steve Jobs, or they can invent a new type of breathable air (or some other super genius product), then they should definitely focus on consumers and marketing.
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