EVOLVING MARKETING

PHILOSOPHIES
-AN OVERVIEW

BY
ANAND SHREENIVAS
 1.PRODUCTION CONCEPT
FEATURES:
 Products will sell themselves if they are available in time at right places
at affordable prices.

system
The task of the producers is to improve production and distribution
and bring down the prices.

Much marketing efforts are not necessary to promote sales.

CRITICISMS:
Easy availability and low price are not the only parameters.
It does not lay emphasis on the quality consideration.
Management is not responsive to consumer’s views.
APPLICATION:
 PRODUCT CONCEPT
FEATURES:
 Consumers will favour products of superior quality and
good performance.

 It calls for product planning and improvement.

 No effort is required for marketing a product.

CRITICISM:
 Over emphasis on product and negligence of consumers.
APPLICATION
 SELLING CONCEPT

FEATURES:
unless
Consumers voluntarily do not buy on their own account,
and until they are induced by effective sales efforts.

 It lays emphasis on increasing sales volume.

CRITICISMS:
 It does not give importance to consumer satisfaction.

 It carries greater risks.

APPLICATION
 MARKETING CONCEPT
FEATURES:
desired
It studies needs and wants of target consumers and delivers
satisfaction.

 It is consumer-oriented.
maximise
It aims at producing what the consumers want so as to
consumer satisfaction.
CRITICISMS:
organisations
While meeting the consumer’s needs and wants
have neglected the society’s needs.

 Conflict between consumer wants and consumer interests.

APPLICATION
 SOCIETAL MARKETING
FEATURES:

Ittocreates satisfied and healthy consumers and contributes

the quality of life.

bestIt does not offer a product to the consumers if is not in the

interest of the consumers.

It dulysocial
considers consumer wants, consumer interest,
welfare and the firm needs.
APPLICATION