Marketing Concepts

1469 WordsDec 28, 20116 Pages
LIST OF SIX MARKETING CONCEPTS Following are the six concepts of marketing • Production concept • Product concept • Selling concept • Marketing concept • Societal marketing concept • Holistic marketing concept THE PRODUCTION CONCEPT: DEFINITION BY KOTLER: “It is the idea that customers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency.” EXPLANATION: This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and…show more content…
This helps in improving the image of the company. This concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors Additionally, it holds that this all must be done in a way that maintains and improves consumer’s and the society’s well-being. EXAMPLE: Company known for following the societal marketing concept: Johnson & Johnson THE HOLISTIC MARKETING CONCEPT: KOTLER DEFINITION: “The Holistic Marketing concept is based on the development, design and implementation of marketing programs, processes and activities that recognize their breadth and interdependencies. It is thus an approach that attempts to recognize and reconcile the scope and complexities of marketing activities.” EXPLANATION: In the new marketing environment, companies wonder how to operate & compete. Marketers in the current age are increasingly recognizing the need to have a more complete & cohesive approach that goes beyond traditional application of marketing concepts. This concept is based on the development, design and implementation of marketing programs, processes and activities that recognize their breadth and inter-dependencies. Holistic Marketing recognizes that “everything matters” with marketing - and that a broad integrated

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