What are the 5 Marketing Concepts?
There are 5 different concepts of marketing, each of which varies in the function they carry and the way they promote a product or a service within an organization. Each of these concepts was developed as per the need of the market. The 5 Marketing concepts are
- Production concept
- Product concept
- Selling concept
- Marketing concept
- Societal marketing concept
Marketing concepts are the ideas or assumptions upon which marketing decisions are based. Marketing managers use market research and customer feedback to develop assumptions about customers’ needs and wants. These concepts guide marketing strategy and help companies create products that satisfy customer demand. Marketing concepts can be divided into three categories: needs, wants, and demand.
Needs are the basic human requirements, such as the need for food, water, and shelter. Wants are the desires that people have for specific products or services. Demand is the amount of a given product or service that people are willing to buy at a given price. Marketing managers must understand these concepts in order to develop effective marketing strategies. They use market research to learn about customer needs and wants, and they use this information to create products that satisfy demand.
How have Marketing concepts evolved?
The Marketing concept is one of the oldest concepts in marketing. It evolved over time as a response to changes in the business environment.
The concept had its roots in the Industrial Revolution when mass production made it possible to produce large quantities of goods at a low cost. This led to a sharp increase in competition, and companies began to look for ways to differentiate their products from those of their rivals.
When world war 2 was over, the Marketing mix was formalized by Neil Borden. A marketing mix is nothing but a strategy that is used to identify & satisfy customers’ needs. The marketing mix is also known as the 4Ps of marketing- Product, Price, Place & Promotion.
During the 1950s, the marketing concept was widely accepted as a business philosophy. The marketing mix approach was also gaining popularity during this time. In the 1960s, the marketing concept became the dominant business philosophy in the USA. The marketing mix approach was also used by many companies to achieve their business goals.
In the 1970s, the marketing concept was adopted by many countries around the world. This led to the development of global marketing strategies. This approach was also used to develop international marketing plans.
In the 1980s, the Marketing mix approach was replaced by relationship marketing. Relationship marketing is a concept that emphasizes the need to build long-term relationships with customers. This approach was used to develop customer loyalty and repeat business.
In the 1990s, Marketing mix approach was again replaced by the concept of holistic marketing. Holistic marketing is an approach that takes into account the entire customer experience. It was used to develop customer-centric marketing plans.
In the 21st century, the marketing mix approach has been replaced by integrated marketing. Integrated marketing is an approach that takes into account all aspects of the marketing mix. It is used to develop comprehensive marketing plans that are designed to meet the needs of the customer.
The Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Marketing managers using this concept believe that by doing this they will be able to generate long-term sustainable success for their firm. The Marketing Concept is also sometimes called Customer Orientation or Marketing Management Orientation.
The Pillars of Marketing
The five pillars of marketing are
1. Customer Needs and Wants
The first step in the Marketing Concept is to understand what customers need and want. This can be done through market research. Marketing managers must then create a unique value proposition that meets these needs and wants better than the competition.
2. Integrated Marketing
Marketing managers must integrate all aspects of the marketing mix to create a comprehensive marketing plan. This plan must be designed to meet the needs of the customer.
3. Customer Relationship Management
Marketing managers must develop long-term relationships with customers. This can be done through effective customer service, loyalty programs, and relationship marketing.
4. Marketing Orientation
Marketing managers must be focused on the needs of the customer. They must be able to identify and satisfy these needs better than the competition.
5. Continuous Improvement
Marketing managers must continuously strive to improve the marketing mix. They must also constantly monitor customer needs and wants and make changes to the marketing mix as needed.
The 5 Main Marketing Concepts
There are five marketing concepts and they are as follows
1. Production concept
The production concept is the oldest and most basic marketing concept. The objective of the production concept is to achieve high sales volume and produce products that are low in cost and easy to manufacture. This concept is often used by businesses that have a large amount of excess capacity.
The production concept focuses on operations and is based on the belief that consumers will be more inclined to acquire goods that are readily accessible and can be purchased for less than competing items of the same type. This idea emerged as a consequence of 1950s early capitalism, during which time businesses were preoccupied with efficiency in manufacturing in order to maximize profits and expand capacity.
The key to success was viewed as mass production, which reduced costs through economies of scale and increased efficiency through the use of specialized equipment and assembly line techniques. Marketing strategies were focused on persuading customers that the products offered were superior in quality and value to those of competitors.
Example- Henry Ford’s Model T Car
A good example of the production concept in action is Henry Ford’s production of the Model T car. Ford’s focus was on mass production and efficiency. He was able to reduce costs by using assembly line techniques and specialized equipment. His marketing strategy was focused on persuading customers that the Model T was superior in quality and value to other cars on the market. This strategy was very effective and helped to make the Model T one of the best-selling cars of all time.
2. Product concept
The product concept is the idea that businesses should focus on creating products that are superior in quality and features to those of their competitors. This concept holds that if a business can create a better product, then customers will be more likely to buy it.
The key to success is viewed as offering a superior product to optimize customer satisfaction. Marketing strategies are focused on persuading customers that the product is superior in quality and features to those of competitors. It gives heed to what the customers want.
The focus was on improving the quality of the product so that it would be more appealing to customers. Marketing strategies were focused on persuading customers that the product was superior in quality and features to those of competitors.
Example- Development of iPhone
A good example of the product concept in action is Apple’s development of the iPhone. Apple’s focus was on creating a superior product in terms of quality and features. Its marketing strategy was focused on persuading customers that the iPhone was superior in quality and features to other smartphones on the market. This strategy was very effective and helped to make the iPhone one of the best-selling smartphones of all time.
3. Selling concept
The selling concept is the idea that businesses should focus on selling products, regardless of quality or customer needs. This concept holds that if a business can sell a product, then it will be successful.
The key to success is viewed as selling the product. Marketing strategies are focused on persuading customers to buy the product, regardless of quality or customer needs. The selling concept is used when the customer is unwilling to buy or there is an oversupply of the product.
The focus was on selling as many products as possible, regardless of quality or customer needs. Marketing strategies were focused on persuading customers to buy the product, irrespective of quality or customer needs.
Example – Infomercials
A good example of the selling concept in action is the development of infomercials. Infomercials are designed to sell products, regardless of quality or customer needs. They are typically very long and often include a celebrity endorsement. The goal of an infomercial is to persuade customers to buy the product, regardless of quality or customer needs. This strategy can be very effective, as evidenced by the fact that many products are sold through infomercials every year.
4. Marketing concept
In the marketing concept, gaining a company’s ability to compete and maximize profits by marketing its services as offering greater value to consumers than its rivals is the aim.
The marketing concept focuses on finding out what your target market wants, understanding their requirements, and satisfying them as efficiently as possible. This is often known as the “customer-first mentality.” Digital marketing is one of the latest
Marketing strategies revolve around creating value for the customer and then communicating that value to the customer. The key to success is viewed as creating value for the customer and then communicating that value to the customer. The marketing concept is used when a company wants to maintain long-term relationships with its customers.
Example – Amazon Prime Service
One of the best marketing concept examples is Amazon’s development of the Amazon Prime service. Amazon’s focus was on creating value for customers by offering free two-day shipping on all Prime orders. Its marketing strategy was focused on communicating the value of Prime to customers and persuading them to sign up for the service. This strategy was very effective and helped to make Amazon one of the largest online retailers in the world.
5. Social or Societal marketing concept
The Societal Marketing Concept is about convincing individuals to change their behavior for the greater good of society. The societal concept holds that businesses should focus on creating products that are beneficial to society, rather than just focusing on profits.
Marketing strategies are focused on persuading customers to buy the product for the benefit of society, rather than just for the customer’s benefit. The key to success is viewed as creating products that are beneficial to society. The social marketing concept is used when a company wants to change customer behavior for the benefit of society.
The societal marketing concept also entails environmental protection, allowing companies to preserve the environment and conserve natural resources from being depleted. Companies that improve their sustainability are working toward a future where everyone may live healthily and productively as a result of the improved use of technology.
Example- Anti-Smoking Campaign
A good example of social marketing in action is the anti-smoking campaign that was launched by the American Lung Association. This campaign was designed to persuade people to quit smoking for the benefit of their health and the health of those around them. The campaign was very effective and helped to reduce the number of smokers in the United States.
Video on the Five Marketing Concepts
How to choose the right Marketing Concept for your business?
There are a few things you should consider when choosing the right marketing concept for your business marketing process. First, you need to decide what your goals are. Do you want to increase profits, change customer behavior, or both?
Once you know your goals, you can start to look at different marketing concepts and see which one best aligns with your goals. If you want to increase profits, the marketing concept or the social marketing concept may be best for you. The societal marketing concept may be a better fit if you want to change customer behavior.
Finally, you need to consider your resources. Do you have the time and money to implement a successful marketing campaign? If not, you may want to choose a simpler concept that you can execute effectively.
Marketing concepts are important for businesses to understand and use effectively. The right marketing concept can help you achieve your goals and improve your bottom line. Choose the concept that best fits your goals and resources, and you’ll be on your way to success.
In marketing, there are many different concepts that businesses use to guide their marketing efforts. Marketing concepts help businesses decide what products or services to offer, how to price them, and how to promote them.
By understanding and using marketing concepts, businesses can create successful marketing plans that will help them achieve their goals. Marketing concepts are essential for businesses of all sizes, and there is a concept to fit every business’s needs.
If you’re not sure which marketing concept is right for your business, take some time to research the different options. There are many resources available that can help you learn about the different marketing concepts and how to use them. Once you’ve decided which concept is right for your business, you can begin implementing it into your marketing plan.
This was all about the Concepts of Marketing.
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itz funmbi says
Wat of the customer concept
discuss the view that the marketing concept is the holy ‘leitmofit'(i.e. theme) of the marketing faith; since it attest to the centrality of customers as key to attaining an organizations objectives
is concept the same thing as “terms “
Hitesh Bhasin says
Dear anni, terms and concepts are different terminology. Concepts are ideas put forward by various marketing think tanks over the years.
Asad Hayat says
can you tell me about the Target,positioning,and segmentation
I want summary marketing management orientations for 9-10 lines .
please kindly reply.
Hitesh Bhasin says
Hi. links to each of the marketing orientations is given in the above article such as production concept, marketing concept etc.
edson costa says
can you tel me about the concept of marketing in travel and tourism
Hitesh Bhasin says
Thats a huge topic but i will try to cover the same soon. Its a good topic :) Thanks for the tip.
Hitesh Bhasin says
@ Asad Hayat – try this link – https://www.marketing91.com/difference-segmentation-targeting-positioning/ Difference between segmentation, targeting and positioning.
HOW TO EXPLAIN OUR PRODUCT TO CUSTEMBER
this is very easy first at all you have to know tat all of the specification regarding this product …u dont feel nervous if custumer asked anyy query regarding this product .nd maintain p.d attitude behave
Good work,these concepts are very helpful to me thank you.
Mr. niCe guy says
research about marketing concept (basic and applied)
what is the difference between the consumer concept and marketing concept?
Apon Babu says
Thanks for sharing this article. This article is well explained and easy to read.
Merci pour votre travail
Muhammed Ajmal N says
can you explain what is the difference between segment marketing and target marketing.,,what are all the factors affecting the target marketing.
Muhammed Ajmal N
Hitesh Bhasin says
Hii. Well, lets take the example of Geographic segmentation.
Now you have decided on a particular geography where you want to start your chain of restaurants. It might be your own state, country. So your segment is decided. Thats segment marketing. You may use demographic, geographic or any different forms of segmentation. More on segmentation here – https://www.marketing91.com/4-types-market-segmentation-segment/
Now your target audience might be the affluent people of that area, in which case you need to have a posh restaurant. Or you might be targeting youngsters, in which case you may think of a fast food restaurant or a franchise. So once you have decided your segment, you do target marketing.
The final part of this is positioning, where you use the ambiance, the marketing etc to position yourself correctly between competitors. The combination of all this is known as “Segmentation, targeting and positioning”. It is one of the important concepts of marketing.
What about wholistic concept
Hi am lungie I would to know if co-concepts of marketing is the same thing as concepts of marketing
Please can you elaborate on the concept of marketing with the context of its main functions in transport
Emmanuel Kasaita says
Hitesh bhasin says, pls help me with da link da i wil hv a current definitions of marketing concept with references
What is the different between concept of marketing and marketing concept?
is marketing concept different from philosophy of marketing.
can I know who is the author for this website…? its for reference puporse.
Adun Jeffery says
What are the concepts of sales
What are the implications of the above management concepts?
William Yao says
with a named product about to be produced by company, explain how you will develop five concepts for the new product
vivek sharma says
excellent Content Thanks for the Help.I have learned a lot by reading your content.Thank You very Much
Dauda gambo says
Please can u briefly explain to me about, diffrence between production concept and product concept
Atul pandey says
Muhammad Shahin Akbar says
I consider myself fortunate to have a link to this site … I hope to get full support on the marketing topic from this site. Many thanks and good luck to you…