Marketing is the technology used by businesses to meet the needs of customers, increase sales,

maximize profits, and defeat competition. Six marketing concepts are adopted and implemented by
businesses.

The marketing concepts or marketing management philosophy are as follows:

(1) the production concept

(2) the product concept

(3) the sales concept

(4) the marketing concept

(5) the social marketing concept

(6) Holistic marketing concept

Production Concept

The product concept is a subset of marketing principles that focuses on producing goods and
services in a way that is easily accessible and affordable to your customers. Based on this
mindset, your business decisions will motivate you to increase your product efficiency and find
better distribution routes, allowing you to produce more of your products while lowering prices.
The idea is that as a result of your economy, more of your customers will be able to easily find
your products and reap the benefits at lower prices. A company that believes in the product
concept believes that lowering prices would increase demand for their product. The notion is that
the more affordable your products are, the more likely people will buy them. To cut expenses,
you will almost always need to produce on a huge scale. Your organization will strive to cut
expenses per unit and profit from scale economies by manufacturing your product on a large
scale. The product concept is a strategy for thinking strategically about your product and
operations.

If two conditions are met, this product concept appears to be suitable.

One example is when a product's demand surpasses its supply. This is evident in price-sensitive
and budget-conscious markets. In such cases, consumers are more concerned with having the
goods than with its quality or characteristics. As a result, manufacturers will want to increase
their output.
Second, if the production cost is prohibitively expensive, buyers will be discouraged from
purchasing the goods. Here, the corporation takes every effort to develop technology in order to
increase production volume while decreasing prices. Reduced production costs assist the
organization in reducing and increasing market size. As a result, a corporation can attempt to
establish a dominant position in the market in which it operates. This notion is also being used in
service organizations such as hospitals. The use of this notion in service organizations such as
hospitals has also been questioned, as it may result in a worsening of the company's service.
(A.Ahsan,2022)ha
An example of a production concept: - You see, the market is full of cheap Chinese goods on
Amazon and in retail stores. Everything from low-cost plastic products in China is now in your
shopping cart. Vivo, the Chinese smartphone company, is the best example of a product concept.
Their phones can be found in every Asian market. You can go to any phone store in Asia and
travel with the latest and greatest Vivo smartphone. (A.Ahsan,2022)

The following examples are real-world examples of product concepts in marketing management.
Ford Motor Company Model-T Henry Ford's primary objective was to improve the Ford Model-
T manufacturing process. The Ford Model-T was originally priced at about $ 800 and was a
major player at the beginning of the twentieth century. The company adopted the product
concept and designed the assembly line as well as other manufacturing processes. The price
increased from $ 800 to $ 300, which was a reasonable price for most Americans at the time.
(A.Ahsan,2022)

Product Concept

The idea for a product is that consumers will like products with high quality, performance, and
new features. In this room, marketing strategies emphasize constant product enhancement.
Product quality and improvement are crucial components of a marketing strategy, not just one.
Myopia marketing can also be caused by focusing solely on the company’s products. During the
first three decades of the twentieth century, industrial mass-production techniques developed
more and more. The supply of manufactured goods exceeded demand by the early 1930s.
Manufacturers face surplus production capacity as well as consumer rivalries. As buyers realized
that they liked well-made products and wanted to pay more for product additives, the product
concept began to stick with many manufacturers. The product concept assumes that consumers
choose high-quality products. Quality, performance, unique features, and design are all important
considerations This marketing approach is considered simple: the one who offers the standard
product at the lowest price wins. A corporation that adapts to this ideology seeks to improve the
quality, performance, and other sensible aspects of its products.

Product Ideas followers continue to develop their products on a continuous basis. Consultants of
this concept believe that consumers prefer products that are better made to superior products than
competitive products in the industries mentioned above.
Many product-oriented businesses create their products with little or no input from their target
customers. They are convinced that their engineers or designers understand the areas of product
design or improvement better than customers. They do not change their products to compare
with the products of their competitors.
Years ago, the average car executive would say, "How do you know what kind of car the market
wants until you see what exists?"
Engineers first design and develop the product, then manufacture the product, the finance
department prices it, and finally, marketing and sales try to sell it. Many marketers still believe in
this premise, and some are so convinced that they forget that the market is changing. This
concept has very little space in marketing. The main focus here is production. As a result, within
the product concept, management fails to define what a business is, leading to marketing myopia.

Example of a Product Concept:

- Assume a corporation manufactures high-quality floppy disks. However, does a customer
require a floppy disk?
He or she needs a means of storing information. This can be done with USB flash drives, SD
memory cards, portable hard drives, and other similar devices. As a result, the company must
prioritize client database requirements over producing the best floppy disk.
When it comes to high quality items, Apple tops the list. Because their products are so good, they
influence industry trends and set industry standards.
Logitech manufactures high quality computer equipment such as keyboards, mouse, and
webcams. These high-quality products are more expensive, but consumers continue to buy them,
and they get free publicity from independent reviews.
Ford was the first automobile manufacturer; it began delivering additional vehicles to the market.
It was the only product available at the time, so everyone bought it.

Selling Concept
"Consumers will not buy enough of a company's items unless there is a large-scale sales and
promotion effort," says the sales idea.
Management here is more concerned with generating sales transactions than developing long-
term, profitable client relationships. In other words, the goal here is to sell what the market does,
rather than what the market wants. An ambitious sales approach carries a significant level of risk.
The seller assumes in the sales idea that the consumer will be tempted to buy the product and like
it; If they do not like it, they will forget their disappointment and buy it again. This is usually a
very weak and expensive assumption. In general, the sales concept works with unusual items.
Unexpected things are purchases that buyers often overlook, such as insurance or blood
donations. It should be a good idea to find these industry prospects and sell them based on the
benefits of a product.
At the same time, the sales concept evolved, the product concept emerged and is still a leader in
many industries. The American Great Depression has shown that creating high-quality products
is no longer an issue. The question is how to sell those things. Producing a high-quality product
does not guarantee its sales. During this time sales, advertising and other marketing activities
played a vital role and the concept of sales was born. It states that when customers are on their
own, they usually do not buy enough of the organization's items. Sales can be guaranteed
through active sales and promotion campaigns. (P.Kotler,2021)
Consumers often show that they are in a position to buy, but they are occasionally reluctant to
buy and should be tempted to do so through a variety of means. The company's mission is to
motivate customers to make more purchases using all existing sales strategies. The concept of
selling works more aggressively with things like insurance, encyclopedias, and funerals that
consumers do not expect to buy. (P.Kotler,2021)
These two techniques complement marketing research, product development, improvement,
pricing, dealer organization, collaboration, and physical distribution of goods. Various marketing
activities such as pre-sales need assessment, marketing research, product development, pricing
and distribution need to be effective. These products will sell easily if the seller does a great job
of understanding customer needs, designing the right products and effectively pricing,
distributing, and promoting them. A dissatisfied client speaks ill of the eleven people who know
it, and marketing based on strong sales involves a large risk because it doubles that rate. The
terrible news is spreading fast.

Selling Concept example

Can't you get away when everyone else is watching commercials on the internet or on television?
The sales concept is beneficial. Almost every business eventually succumbs to this mindset.
Advertisements for "Mountain Dew" are difficult to ignore. Whether or not people like Mountain
-Dew is disputed, but the usage of PepsiCo advertisements definitely pushes it hard. The
marketing concept is followed by almost all soft drinks and soda drinks. These drinks provide no
health benefits and are really harmful to your health; simply replace them with water. Soft drink
businesses are fully aware of this, and they spend millions of dollars on advertisements 24 hours
a day, seven days a week.

Marketing Concept

"Achieving organizational goals depends on knowing the needs and requirements of the target
market and providing the highest expected satisfaction to rivals", according to the marketing
concept. Marketing management follows a "first customer" strategy in this case. Customer focus
and value are the means of achieving sales and profit under the concept of marketing.
The concept of marketing is based on the customer's "sense and response" philosophy. The goal
is not to find the perfect people for your product, but to find the right items for your customers.
Marketing and sales are two contradictory marginal concepts. Leaders saw the need to rethink
marketing in business operations when corporations were able to produce more than the current
demand. They also began to see significant changes in business, technology, and how they
approached and connected to the market. These changes led to the evolution of the "marketing
concept", which was essentially a management philosophy.

Marketing can be related to prior concepts in terms of orienting principles. Previously, products
were introduced to the market with the aim of finding purchasers. In contrast, the marketing
notion demonstrates that marketing begins with the client and ends with the production of the
product in the appropriate quantities and specifications.

According to the concept of marketing, integrating marketing activities to determine and satisfy
the needs and requirements of the target market is key to being more effective competitors or
determining the needs and requirements of the target markets and providing the desired
satisfaction more effectively and efficiently. To achieve corporate objectives. (P.Kotler,2021)

One essential point to note here is that a company’s ultimate goal or objective affects its
performance. For example, a company may try to meet the needs and wishes of its clients, but its
primary goal may be to maximize profits. As explained earlier, marketing is based on four main
pillars: market emphasis, customer orientation, coordinated marketing and profit.

An example of a marketing concept:

Restaurants and novices adhere to the marketing concept. They understand the customer and try
to provide a better product or service to the competitors.A good example is the 'Dollar Shaving
Club.' They changed the male beauty market. They recognize that people are not satisfied with
their pre-production products and costs.It costs hundreds of dollars a month for beauty products
from another company. The 'Dollar Shave Club' charges a few dollars a month for high-quality
items and easy home delivery.

Societal Marketing Concept

The concept of social marketing is surprising if it ignores the potential conflicts between
consumers' short-term requirements and their long-term well-being. According to the concept of
social marketing, "marketing strategy is to provide value to consumers in a way that protects or
increases the consumer's and society's well-being." It advocates sustainable marketing and
socially and ecologically responsible marketing that meet the current requirements of consumers
and businesses while protecting or improving future generations' abilities to meet their own
needs. The concept of social marketing prioritizes human welfare over profit and meets needs.
Fear of global warming has pushed the button, and revelation is needed to make the most of our
resources. As a result, businesses seek to incorporate the concept of social marketing in whole or
in part.
This is essentially a management perspective, and the primary objective of the company is to
maintain and develop the organization's adaptability to determine the demands and needs of the
target market and to provide the required satisfaction to its competitors more efficiently and
effectively. In particular, the well-being of consumers and society as a whole. In developing
marketing policies, marketers must balance three factors: business profitability, customer
satisfaction, and public interest. In the absence of competitive disadvantage or corporate profit
loss, companies can implement the concept of social marketing. This is because the main
objective of any modern company is to make a profit and keep its customers happy.

An example of a social marketing concept: -

While large corporations occasionally establish programs or products that serve the community,
it is not uncommon to find a corporation that is entirely dedicated to the community. We can see
how Adidas works wonderfully by continuing to support Colin Kaepernick despite pressure from
various sources. Tesla aims to make a significant contribution to green energy through electric
vehicles and solar panels.

Holistic Marketing Concept

Holistic marketing is a concept that treats several aspects of a company as a single entity. It is
predicted on the idea that the aggregate is greater than the sum of its parts. As a result, all
business-related activities share a common goal and objective. This ensures that everyone in
every department from sales to operations, human resources, marketing, etc. is working towards
the same goal. "(N.Duggal,2022)

An example of Holistic marketing

Coca-Cola is a prime example of flawless marketing. They have renamed their entire global
existence as "true magic". The purpose of this strategy is to highlight the desire to refresh and
transform the world of the brand. According to Manuel Arroyo, Coca-Chief Cola's Global
Marketing Officer, "Real Magic is more than just the tagline." We see it as a concept that
transcends advertising and expresses the brand's personality. "(N.Duggal,2022)

Ahsan, A. (2022) 'Production Concept', marketingtutor, 24 May. Available at:

https://www.marketingtutor.net/whati-is-production-concept/ (Accessed: 30 May 2022).