Marketing Management: The Five Concepts Of Marketing

“There are five different concepts of marketing. Each concept varying in the function that they deal with. As the market changes, so do the concepts of marketing.” (Hose 2017) There is production concept, selling concept, marketing concept, and societal marketing concept. Production concept is when consumers prefer products that are widely available and inexpensive. Geoffrey B. Small takes what his customers want in mind. They want to buy products from someone who is concerned with the environment. He also plays a role in his community, that includes his customers. By doing this, he brings in more customers, who will become loyal to buying his products because he is aware of his customers wants. The selling concept is the consumer will buy …show more content…
The focus of a company with a production orientation is maximizing production output. A company is succeeding at production orientation when it is manufacturing as many products at the cheapest possible price. Market orientation in contrast to production is solely focused on the consumer. They respond to marketing research. While marketing is essentially lead by the needs of their customers, production does not pay close attention to the needs of their customers. Production oriented companies will look for new customers rather than change their …show more content…
While societal marketing and traditional marketing have the same focus, traditional marketing relies on the concept hook to sell a product, while the main goal for societal is to focus on the needs of the society. “Sales orientation looks inward at the business and its needs to sell product or services.” (Dunnett 2017) Market looks outward toward the customers and focuses all aspects of the business. Market assumes that their consumers make buying decisions, while sales assume they are reluctant to making a purchase. All four philosophies affect the strategy, processes, organization, and culture of a