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Marketing concepts or marketing management philosophies are the philosophies used by the businesses to guide their marketing efforts.
In simple terms, marketing concepts relate to the philosophy a business use to identify and fulfil the needs of its customers, benefiting both the customer and the company.
Same philosophy cannot result in a gain for every business, hence different businesses use different marketing concepts (also called marketing management philosophies).
Marketing concepts are driven by clear objectives like cost efficiency, product quality, customer’s need fulfilment etc.
There are five marketing concepts. A company should choose the right one according to their and their customers’ needs.
Production Concept
Product Concept
Selling Concept
Marketing Concept
Social Marketing Concept
Production Concept
This concept works on an assumption that consumers prefer a product which is inexpensive and widely available. This viewpoint was encapsulated in Says Law which states ‘Supply creates its own demand’. Hence companies focus on producing more of the product and making sure that it is available to the customer everywhere easily.
Increase in the production of the product makes the companies get the advantage of economies of scale. This decreased production cost makes the product inexpensive and more attractive to the customer.
A low price may attract new customers, but the focus is just on production and not on product quality. This may result in a decrease in sales if the product is not up to the standards.
This philosophy only works when the demand is more than the supply. Moreover, a customer not always prefers an inexpensive product over others. There are many other factors which influence his purchase decision.
Examples of Production Concept of Marketing Management Philosophies
Companies whose product market is spread all over the world may use this approach.
Companies having an advantage of monopoly.
Any other company whose product’s demand is more than its supply.
Product Concept
This concept works on the assumption that customers prefer products of ‘greater quality’ and ‘price and availability’ doesn’t influence their purchase decision. Hence the company devotes most of its time in developing a product of greater quality which usually turns out to be expensive.
Since the main focus of the marketers is the product quality, they often lose or fail to appeal to customers whose demands are driven by other factors like price, availability, usability, etc.
Product Concept
Examples of Product Concept of Marketing Management Philosophies
Companies in the technology industry.
Companies having an advantage of monopoly.
Selling Concept
Production and product concept both focus on production but selling concept focuses on making an actual sale of the product. Selling Concept focuses on making every possible sale of the product, regardless of the quality of the product or the need of the customer. The main focus is to make money. This philosophy doesn’t include building relations with customers. Hence repeated sales are very less. Companies following this concept may even try to deceive the customers to make them buy their product.
Companies which follow this philosophy have a short-sighted approach as they ‘try to sell what they make rather than what market wants’.
Selling Concept
Examples of Selling Concept of Marketing Management Philosophies
Companies with short-sighted profit goals. This often leads to marketing myopia.
Fraudulent companies.
Marketing Concept
Selling Concept cannot let a company last long in the market. It’s a consumers market after all. To succeed in the 21st century, one has to produce a product to fulfil the needs of their customers. Hence, emerged the marketing concept. This concept works on an assumption that consumers buy products which fulfil their needs. Businesses following the marketing concept conduct researches to know about customers’ needs and wants and come out with products to fulfil the same better than the competitors. By doing so, the business establishes a relationship with the customer and generate profits in the long run.
However, this isn’t the only philosophy that should be followed by all the businesses. Many businesses still follow other concepts and make profits. It totally depends on the demand and supply and the needs of the parties involved.
Marketing Concept
Examples of Marketing Concept of Marketing Management Philosophies
Companies who want to stay in the market for a long time.
Societal Marketing Concept
Adding to the marketing concept, this philosophy focuses on society’s well-being as well. The business focuses on how to fulfil the needs of the customer without affecting the environment, natural resources and focusing on society’s well-being. This philosophy believes that the business is a part of the society and hence should take part in social services like the elimination of poverty, illiteracy, and controlling explosive population growth etc.
Holistic marketing is a new addition to the business marketing management philosophies which considers business and all its parts as one single entity and gives a shared purpose to every activity and person related to that business. A business, like a human body, has different parts, but it’s only able to function properly when all those parts work together towards the same objective. Holistic marketing concept enforces this interrelatedness and believes that a broad and integrated perspective is essential to attain the best results.
Go On, Tell Us What You Think!
Did we miss something? Come on! Tell us what you think of this article on marketing management philosophies in the comments section.
A startup consultant, digital marketer, traveller, and philomath. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. When not working, he can be found hiking, camping, and stargazing.
Holistic is so sensible bse for a better business you may realise that in one or theother way..they need each other. The information has been so helpful. I appreciate
i dont think you missed anything as far as everything is concerned and im so much impressed with the fact that the information you shared is just so broad and straight to the point.
im hoping to receiving more information from you on marketing management.
thank toy once again.
This is a great article, I enjoyed learning each of these concepts to business marketing and the clarity is put together rather nicely. Thanks for this article for it is very helpful for my classwork.
I think this is what clarity is! Although, in my class I knew what it was and understood what was going on, there were so many big fancy words it made me feel little. So I backed out a bit, this article helped me tremendously! I know comments and likes helps these days so I just needed to say, thank you!
Wow, I have been reading it in other articles but this one – has it all. I have understood it so well. Keep it up! I wish I could get more on other topics like this one on Marketing.
▪️Companies whose activity adversely affect the environment. For instance mining companies. Such organisations embark on rehabilitation to bring back a disturbed land to it’s natural state.
Wonderful! It was very useful but i think you should add integrated marketing concept as well and briefly explain the different examples relating to the present world.
The blog’s so educating, But what name or description can we give to a marketing philosophy if it comprises both product and production marketing philosophies at the same time? It’s possible for a company to target both poor and rich people market segments simultaneously.
Very nice article. I have learned a lot from this article. Keep it up my people .
this content is absolutely superb easy going & understand am a student it really helped me thanks a lot 🙏❤️
Which companies have included corporate social responsibility as a part of their marketing activities?
GOOD
The content is simple, clear and understanding along with the examples.
Thank you so much. I’m a student and this was very understandable and easy to go with. again thank you.
Holistic is so sensible bse for a better business you may realise that in one or theother way..they need each other. The information has been so helpful. I appreciate
Glad to much!!!!!!!!!!!
i dont think you missed anything as far as everything is concerned and im so much impressed with the fact that the information you shared is just so broad and straight to the point.
im hoping to receiving more information from you on marketing management.
thank toy once again.
Thank you . that was perfect
thanks
It’s too useful for my assignment purpose 🙂
This is a great article, I enjoyed learning each of these concepts to business marketing and the clarity is put together rather nicely. Thanks for this article for it is very helpful for my classwork.
Great! Excellent info in a very effective manner…..
I think this is what clarity is! Although, in my class I knew what it was and understood what was going on, there were so many big fancy words it made me feel little. So I backed out a bit, this article helped me tremendously! I know comments and likes helps these days so I just needed to say, thank you!
Hello Billy
I’m glad you found our article helpful. Let us know if you want more articles on any such topics.
these facts helped so much to complete my notes.
Well done👍
good notes, easy to understand, please keep sending more notes,
This was really helpful
Missed consumer concept but the remaining are okay
finance concept
thanks, I need it.
it was helpful for me thankyou for your answer.
Marketing Management philosophy
1 production orientation
2 selling orientation
3 marketing orientation
4 social marketing orientation
Precisely what I was looking for
👍👍👍
Wonderful phrase and timely
That’s fabulous content giving every information which may I had not noticed in 12th
Quite convincing and straight forward
I appreciate, cause I found exactly what I was looking for. You’ve ended my 4 day long hunt! God Bless you man. Have a nice day. Bye
very Good research article…… Congrats
This article is very insightful and well researched.
I can’t stop reading your articles. Many thanks
Define in very better or nice way.very helpul for knowing points point out in such a nice and useful points👏👏👏👏👏👏👏👏
This article was great!!! I must admit. The cartoon picture description says it all after every explanation
Great content. Very useful.
I like how you put in every small characteristic of marketing concepts.
Continue the great work…..
This article has been so beneficial to me and therefore as a marketing professional I would love to learn more and more from you.
Nice
It has been a nice lesson
Lesson well taken I like five star rate
Examples of holistic marketing concept?
Nice
Wow, I have been reading it in other articles but this one – has it all. I have understood it so well. Keep it up! I wish I could get more on other topics like this one on Marketing.
SUPER DEFINATION AND CONCEPT
Thanks mor an interesting note is provided
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it’s helpful documents for sure please continue.
perfect! but what about Relationship concept?
Thanks for giving us the insights. We’ll write an article about relationship marketing soon. 🙂
great explained
very helpful. Precise objectives
Thanks, Tony!
good presentation
Lovely site, very useful for students, marketers and organisation
Very insightful…
Example of Societal Marketing concept.
▪️Companies whose activity adversely affect the environment. For instance mining companies. Such organisations embark on rehabilitation to bring back a disturbed land to it’s natural state.
▪️I stand to be corrected▪️
Thank you very much this is so helpful….
Tanks helpfull you
Easy to understand with straight to the point elaborations.
this presentation is very much useful to all persons who want to know about this concept
A lovely well defined article,
Have to read it a single time.
A perfect time saver in a crunchy exam situation
a think this the best article
thanku
Wonderful! It was very useful but i think you should add integrated marketing concept as well and briefly explain the different examples relating to the present world.
Thanks for the suggestion Anusha.
very helpful,the article is well explained, I finally understood the concepts.
The blog’s so educating, But what name or description can we give to a marketing philosophy if it comprises both product and production marketing philosophies at the same time? It’s possible for a company to target both poor and rich people market segments simultaneously.
Holistic marketing concept can be added .
Will do. Thanks.
Well articulated and find presentation.
Lov this
This has helped me to face my exam.
Very very useful…..Thank you so so much….?
lovely , self explanatory article. i found this very helpful
It is perfect
Great article. Love how it is well defined and explained with examples!
Thanku so much for providing these concepts in such an effective manner. I found it very useful.
It’s very useful & good presentation. Thanku .