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    Concepts of Marketing by Philip Kotler

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    Mahendran Nsp
    This document outlines five key marketing concepts: 1) Production concept focuses on high efficiency and low costs to provide widely available, inexpensive products. 2) Product concept concentrates on product quality, design, and features while neglecting customer needs. 3) Marketing concept holds that customer value creation should drive organizational goals through understanding customer needs and integrating marketing functions. 4) Selling concept assumes customers will not buy enough and must be persuaded through promotional tools even if the product does not meet customer wants. 5) Societal marketing concept aims to determine and satisfy customer needs while preserving consumer and societal well-being.

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    Concepts of Marketing by Philip Kotler

    Uploaded by

    Mahendran Nsp
    506 views11 pages
    This document outlines five key marketing concepts: 1) Production concept focuses on high efficiency and low costs to provide widely available, inexpensive products. 2) Product concept concentrates on product quality, design, and features while neglecting customer needs. 3) Marketing concept holds that customer value creation should drive organizational goals through understanding customer needs and integrating marketing functions. 4) Selling concept assumes customers will not buy enough and must be persuaded through promotional tools even if the product does not meet customer wants. 5) Societal marketing concept aims to determine and satisfy customer needs while preserving consumer and societal well-being.

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    This document outlines five key marketing concepts: 1) Production concept focuses on high efficiency and low costs to provide widely available, inexpensive products. 2) Product concept concentrates on product quality, design, and features while neglecting customer needs. 3) Marketing concept holds that customer value creation should drive organizational goals through understanding customer needs and integrating marketing functions. 4) Selling concept assumes customers will not buy enough and must be persuaded through promotional tools even if the product does not meet customer wants. 5) Societal marketing concept aims to determine and satisfy customer needs while preserving consumer and societal well-being.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    506 views11 pages

    Concepts of Marketing by Philip Kotler

    Uploaded by

    Mahendran Nsp
    This document outlines five key marketing concepts: 1) Production concept focuses on high efficiency and low costs to provide widely available, inexpensive products. 2) Product concept concentrates on product quality, design, and features while neglecting customer needs. 3) Marketing concept holds that customer value creation should drive organizational goals through understanding customer needs and integrating marketing functions. 4) Selling concept assumes customers will not buy enough and must be persuaded through promotional tools even if the product does not meet customer wants. 5) Societal marketing concept aims to determine and satisfy customer needs while preserving consumer and societal well-being.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    CONCEPTS OF MARKETING by Philip Kotler

    Production concept Product concept Marketing concept Selling concept Societal Marketing concept

    PRODUCTION CONCEPT

    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 mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features.

    EXAMPLE

    China product is one of the good example for production concept. Because they full focused on production they dont worry about sales. They fixing the price for the product at low cost and they giving mass distribution and getting more profit

    PRODUCT CONCEPT
    A product concept plays a vital role in the new-product development process. Organization working with product concept fully concentrates on product quality, design and features.

    EXAMPLE
    Organizations fully focused on product development not on customers, competitors etc It results in marketing myopia Ex hybrid cars like Toyota Prius , as HY-KERS(ferrari) etc

    MARKETING CONCEPT

    This is a business philosophy that challenges the above business orientations. Its central tenets crystallized in the 1950s. It holds that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers. The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.

    EXAMPLE

    It means the promoting the product or business or service All companies follow this concept only to satisfy customer needs. Ex head & schoulders shampoo. first it comes in standard formula but later it modify and now coming in variety of shampoo line

    SELLING CONCEPT
    This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling companys products. This concept assumes that consumers typically show buying inertia or resistance and must be coaxed into buying. It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.

    EXAMPLE

    A good example for selling concept is insurance. Once Insurance agents got details about their client means they not leave them. They dont worry about clients their first aim is to sell the policy. Thats selling concept It is oldest concept in marketing

    SOCIETAL MARKETING CONCEPT


    This concept holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors (this is the original Marketing Concept). Additionally, it holds that this all must be done in a way that preserves or enhances the consumers and the societys well-being. The marketing concept possibily sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare.

    EXAMPLE
    Cigarate is the good ex for societal marketing concept. In that pocket itself they mention as injures to health. But even they selling. This is called as societal markting concept

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