MARKETING CONCEPT April, 2014 April, 2014 | Page 2

THE MARKETING CONCEPTS

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MARKETING CONCEPT
Each company needs a philosophy to guide its marketing and selling efforts. Marketing concepts
presents a series of guidelines to a company so that it can easily accomplish organizational goals. These
concepts have guided the companies in past and will continue to guide them in future as well. The five
marketing concepts commonly practiced by organizations are:
1.

The Production Concept

2.

The Product Concept

3.

The Selling Concept

4.

The Marketing Concept

5.

The Societal Marketing Concept

THE PRODUCTION CONCEPT:
One of the oldest concepts in business is the production concept. According to this concept, the
products that are widely available and usually inexpensive are the most preferable by customers.
Achievement of product efficiency, mass distribution and low cost is the primary focus of managers.
Managers assume that customers are mainly interested in a low price product and its availability. In
developing countries this concept makes sense where peoples’ focus is on obtaining the product and
neglecting its features.
THE PRODUCT CONCEPT:
The product concept tells that those products which offer best quality, performance, or innovative
features are favored by customers. In this concept, marketing manager focus on the production of
superior quality products and try to improve them over time. Managers assume that well made products
with high quality and performance are admired and appraised by the buyers. The problems arises in this
concept is when the marketing manger only concentrate on the quality of product and forgets what
customer’s needs and demands are in real.
THE SELLING CONCEPT:
Selling concept is another business philosophy. As per the concept it holds a belief that customers are
not going to buy products themselves until and unless they are persuaded to purchase the product. For
this reason organizations are practicing aggressive strategies that boost selling and promotion efforts.
This concept also believes that companies have such tools that motivate customers to purchase the
product. When companies have excess numbers of products, they use selling concept to avoid
overcapacity. Their aim is not limited to what market needs but to sell what they make.

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