YANGCO, Patricia P.

BFA-ADV-2D
Worksheet: Marketing Concepts
Deadline of Submission: 11/26 (Friday), 11:59PM

Read on the following Marketing Concepts. Explain the ff concepts in your own words. (10 pts each)

1. PRODUCT CONCEPT
To begin, I will define a product as anything that can be marketed to gain societal attention
and has its own characteristics, such as being convenient, satisfactory, simple, portable, and
having special physical benefits that can satisfy customers' needs; in other words, products are
simply humans' daily lives, fulfilling their needs and wants and demonstrating that humans evolve
over time. As a result, the product concept refers to the process of evolving a product over time
to satisfy customers. Another way to describe it is to demonstrate to a customer that a product is
of the highest quality, performance, and features. Apple is one company that invests in product
concepts to give the best products to its clients. Apple's products are regarded as high-quality,
with cutting-edge features and remarkable performance. Apple's products attract customers,
creating a marketing pull.
According to my research, the product concept is the heart of the marketing mix, and the
product concept is called "Whole Product," renamed by Regis McKenna, and it is a generic or core
product, augmented by everything the buyer needs to have a persuasive reason to buy. There are
five product levels: core benefit, which is the primary need or desire that the product or service
serves; generic product, which only includes the traits or characteristics that are required for the
product to function; expected product, which customers typically expect and agree to a set of
traits or characteristics when purchasing a product; augmented product, which includes
additional benefits, features, or quality; and potential product, which includes all future additions
and changes that a product may undergo.
The product concept, according to Professor Theodore Levit, has three dimensions:
managerial, consumer, and societal. Product development and planning, as well as fundamental
requirements or physical features, related services, brand, package, and product life cycle, are all
examples of managerial dimensions, and product development and planning can result in a
consistent rate of return on investment and business growth. Consumer Dimensions are when
consumers buy things for more than their utility; they buy them for their symbolic value as well,
and Societal Dimensions are when marketers must fulfill the following social responsibilities when
selling commodities to customers.
In conclusion, the primary goal of the product concept is to maintain a high level of product
quality while also providing enough information about market needs to justify future
development. To provide the best offering, marketers must be innovative and self-sufficient while
designing and creating new products. As a result, it serves as a marketing strategy and an
orientation plan for a market that a company can pursue for an upgraded everyday life.

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 2. PRODUCTION CONCEPT

To begin, I will define "production" as the process of combining several material and
immaterial inputs, such as plans and know-how, to make something that can be consumed or
output. The act of creating a useful product, such as a good or service, increases people's utility.
A production concept is the oldest concept in marketing, and it is the idea that buyers will always
buy things that are less expensive, more readily available, or more widely distributed. According
to the production principle, the more things or production there are, the more sales there are.
Production may be maximized while costs are decreased in countries where labor is cheap and
plentiful, resulting in greater production efficiency. A good example of a production concept is
Ford Motor Company, which built its assembly line and other manufacturing techniques using the
production concept. The cost was reduced from $800 to $300, which was a price that many
Americans could afford at the time.
The production concept is important because in an economy where some things may be mass-
produced in vast quantities for customers at low prices, the manufacturing idea is crucial. Because
supply is constantly plenty, there is never a shortage. The production concept is ideal in a new
market with low competition. As you create more leads, you will gain more clients. While keeping
low costs, the market can yet absorb more product and profit. It has the potential to assist in the
development of new market segments. If rivalry occurs, the emphasis may shift away from the
Production paradigm.
To conclude, the production concept's core premise is that, to increase scale and profit,
companies will produce the highest volume of low-cost commodities possible. Customers are
thought to be drawn to items that are inexpensive and readily available. It boasts a more efficient
manufacturing system, a more focused production emphasis, a larger distribution system, and
reduced price. The production philosophy places a strong emphasis on mass production and
dissemination. Simply defined, management should aim to improve production and distribution
efficiency because consumers like items that are readily available and competitively priced.

3. SELLING CONCEPT

A strategy that is centered on the selling concept focuses on getting the customer to the
actual transaction without consideration of the customer's demands or product quality—a pricey
strategy. This approach frequently overlooks customer satisfaction objectives, and as a result,
repeat purchases are rare. People will not buy enough of a company's products unless a large-
scale marketing and promotion effort is made, according to the selling concept. Businesses that
focus on their sales and marketing tactics are said to have a selling concept. Establishing a
distribution route to ensure the availability of items and services nearest to consumers is one
example. To reach the widest potential audience, promotional efforts may involve product and
service advertising.

The selling concept is used by companies to focus on product campaigns to attract customers
to their goods and services. Companies sell their products and services on popular social media
platforms, including Facebook, YouTube, Twitter, and Instagram. Some companies allow
customers to place orders over the phone. Companies can employ social media marketing and
promotional efforts to pursue a hard-sell strategy via email and the internet. By presenting
comparative facts, the hard sell method directly attacks consumers' thoughts. As a result, the
organization gives sufficient detail on the highlighted features of the items as well as accurate

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 information to the consumer. Customers are encouraged to learn more about this concept. This
strategy is more successful because of social media marketing and advertising efforts. Because
social media is a two-way medium of communication, everything happens because of it. People
can also obtain product-related information in other ways, such as by making comments on
advertisements or sending direct messages. Customers can also read customer reviews of a
company's products on the company's product sites. That is why, to enhance sales, organizations
focus on and adopt selling concepts. Typically, the selling concept is used to sell goods and services
that are not in strong demand. Unsought goods are items that a person does not require on a
regular basis.
The selling concept is significant because it increases market share by exposing buyers to
things they might not otherwise consider purchasing. New client acquisition is a common product
of selling concepts, and concerted sales efforts can considerably enhance a company's market
share. To summarize, the selling concept is more about selling the products of the company to
consumers without comprehending the market needs and increasing sales transactions rather
than building and enhancing relationships with customers. In other words, the selling concept is
based upon the volume of production without considering the customer. And the features of the
selling concept are that aggressive sales advertising activities should be carried out to attract
consumers. To boost market sales volume, extreme caution is used. Customers' requirements are
unimportant to the selling concept. It is more concerned with how to sell items than with what
kind of products should be made for clients.

4. MARKETING CONCEPT

A marketing concept, according to Robert Katai, an experienced marketing strategist, is "a

strategy that companies and marketing agencies design and implement in order to satisfy
customers' needs, maximize profits, satisfy customers' needs, and beat or outperform
competitors." The marketing concept is based on increasing a company's ability to compete and
achieve maximum profits by marketing the ways in which it offers better value to customers than
its competitors. It all comes down to knowing your target market, sensing its wants, and efficiently
providing those demands. This is referred to as the "customer-first strategy" by many.
Because the customer is king, the marketing concept implies that the company should seek
to satisfy its customers' wants and needs while meeting the organization's goals. The marketing
concept acknowledges that a company's product design expertise and ability may not always fulfill
the expectations of customers. It also understands that even the best sales department in the
world won't be able to sell every product that doesn't match the needs of customers. With
customer happiness at the top of the priority list, it's vital to get to know your customers. Glossier
is a well-known example of a marketing concept. Many women are unhappy with the way
cosmetics influence their skin's health, according to the brand. According to the studies, women
are also fed up with being told what makeup to wear. Glossier created a line of skincare and
beauty products that not only hydrate the skin but also promote uniqueness and personal
expression via the use of makeup.

In conclusion, the marketing concept simply promotes identifying and sustaining consumers'
wants and needs. It's possible that customers aren't aware of all their demands and needs. It aims
to promote creativity to meet client demands. It aims to satisfy customers by guiding the
organization to meet the customers' needs and wants while meeting the organization's goals by
using a marketing mix that includes product, price, place, and promotion. Marketing is a relatively

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 new business philosophy, and it now stands as a formula for doing business; some may even
consider it a prescription for success. In simple words, the buyer's needs are at the heart of the
marketing concept, which is fascinated by the idea of satisfying a customer's needs by using a
product as a solution to a problem.

5. SOCIETAL MARKETING CONCEPT

The societal concept states that the company's role is to discover the target market's needs,
wants, and intentions and to supply expected satisfaction more effectively and efficiently than
competitors to protect or increase the consumers' and society's long-term well-being. It combines
the best parts of marketing with the use of communication technologies and marketing tactics to
bring about social change in an integrated planning and action framework.
The societal concept arose as a natural extension of manufacturing, sales, and customer
focus, considering not just consumer satisfaction but also society's well-being. Marketing
businesses have a responsibility to cause no harm to the social environment and, whenever
possible, to utilize their skills and resources to improve it. The brand Adidas used societal concepts
of marketing to not just create great products, but also help clean up beaches and protect marine
life. In societal marketing, also known as social responsibility marketing, there are three
considerations of societal notions, such as society defined as consumers' well-being, customers
who contribute profits, and employees who want satisfaction.
Incorporating concerns about social responsibility into commercial marketing tactics, the
societal concept was a pioneer of sustainable marketing. Societal marketing can be defined as
marketing with a social dimension or marketing that includes non-economic criteria. As a result,
it is concerned with society's long-term interests and is concerned with the organization's direct
benefits as well as the community's secondary benefits. There is a distinction to be made between
instant consumer delight and long-term consumer advantages.
The key features of the societal concept should strike a healthy balance between the three
main aspects of business profit, consumer satisfaction, and social well-being. While exploring
societal concepts, I came upon an issue that piqued my interest. Why are firms adopting societal
concepts? is the question. I read the articles and, based on what I read, they answered the
question. According to societal marketing, marketers should supply products and services in such
a way that they meet the needs of their target customers, the company's requirements, and the
well-being of society.
To summarize, societal concepts are to maintain long-term relationships with customers, to
create a better image in society for the company than its competitors, to fulfill social
responsibilities and raise community awareness of the company's brands, and to expand the
company's consumer base and market share. The advantages of social concepts aid in the
development of a positive brand image, provide a competitive advantage over competitors, aid
in customer retention and long-term connections, and facilitate expansion and growth in long-
term relationships. Finally, it entails identifying the needs of consumers and society as a whole,
aligning them with the company's aims, and devising a strategy to meet these needs and serve
everyone's interests while also attaining the company's objectives.

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