Marketing Concept

PRINCIPLES OF
MARKETING
Quarter 4 – Module 6
Marketing Concepts and
Techniques in Preparing a
Marketing Plan
1
Objectives:
K: Identify the different marketing
concepts and techniques;
S: Prepare a marketing concept and

strategy in marketing a product;
A: Appreciate the importance of

preparing a marketing concept and
strategies in marketing a product or
business.
2
Marketing vs. Marketing Concepts
Marketing is the promotion of business products

or services to a target audience. It is, in short, an
action taken to bring attention to a business'
offerings; they can be physical goods for sale or
services offered. Common examples of marketing
at work include television commercials, billboards
on the side of the road, and magazine
advertisements.
3
Marketing vs. Marketing Concepts
But not all businesses approach the need to market their goods
and services the same way. In fact, there are a few different
approaches to how marketing can be successful for an
organization. These approaches are called marketing concepts,
or a philosophy that determines what type of marketing tools are
used by a company. Marketing concepts are driven by a clear
objective that takes into account cost efficiency, social
responsibilities, and effectiveness within a particular market.
4
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Types of Marketing
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Concepts
There are five distinct marketing concepts, or
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different approaches to how effective marketing is

Profiles
achieved by a company. Not all five philosophies
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will work in all industries, as you will see. The
concepts are defined below by the driving
philosophy behind them; we will identify a

company's primary belief about their target

audience and how they use that information to their 5
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6
The Production Concept
•
The idea of production concept – “Consumers will favor
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products that are available and highly affordable.” This
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concept is one of the oldest Marketing management
orientations that guide sellers. Companies adopting this

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orientation run a major risk of focusing too narrowly on

their operations and losing sight of the real objective.
Ta
sk
Team 7
Examples of Production Concept
A. XYZ Motor Company – XYZ’s Model-T The whole

philosophy of the XYZ company was to perfect the
production process of XYZ’s Model-T. The initial cost
of the XYZ’s Model-T vehicle was roundabout 800 US
dollars, and it was high at the beginning of the 20th
century. The company followed the production concept
and developed its assembly line and other
manufacturing processes. The price jumped from ₱
Ta
sk 70,000 to ₱55,000 and ₱55,000 was an affordable price Team
8
Examples of Production Concept
B. Chinese Smartphone Brands. The best example of

the production concept nowadays. Their phones are
available in almost every corner of the Asian market.
You can walk into any phone shop in Asia and can
walk out with the latest and greatest smartphones.
Ta
sk Team
9
The Product Concept
2
The product concept holds that consumers will favor

•
products that offer the most quality, performance, and
innovative features. Here, Marketing strategies are
•
focused on making continuous product improvements.
Product quality and improvement are important parts of

marketing strategies, sometimes the only part. Targeting

only on the company’s products could also lead to
marketing myopia (a stage when the companies are only
Ta
sk
busy in creating product quality and not understanding
Team 10
Examples of Product Concept:
A. For example, suppose a company makes the

best quality Floppy disk. But a customer does
need a floppy disk? She or he needs something
that can be used to store the data. It can be
achieved by a USB Flash drive, SD memory
cards, portable hard disks, etc. So that the
company should not look to make the best floppy
Ta
sk disk, they should focus on meeting the customer’s Team
11
Examples of Product Concept:
B. ABC Smartphone Company, is one company

which works highly on product concept to get
the best products to their consumers. ABC
smartphone products are perceived to be very
high quality with innovative features and great
performance. Customers go after the products
Ta
sk of ABC and that creates a marketing pull. Team
12
The Selling Concept.
3
The selling concept holds the idea- “consumers will not

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buy enough of the firm’s products unless it undertakes a
• • •
•
large-scale selling and promotion effort.” Therefore,
businesses and companies should carry out promotional

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and marketing activities to accelerate their product in
the market. Customers have inner needs and your job is
to convert their inner needs into buying your product
Ta
sk through motivation and persuasion Team 13
The Selling Concept.
3
• The selling concept is very useful for selling

• unsought goods i.e., insurance. Where you find

your target segment of the market first, and then
you persuade them by explaining the benefits of

the product. The final goal is to sell many

products, to increase the net profit.
Ta
sk
Team 14
Examples of Selling Concept
A.Insurance Companies
Insurance companies follow the selling
concept by assuming that it’s good for
everyone and everybody should buy
insurance. The insurance agents focus on
selling more and more products because
Ta
sk
that’s how they earn their commission and Team
profit. 15
B. Prepaid Funeral Plans

No one is immortal and everyone would
die one day eventually. It makes it
necessary for everyone to plan their funeral
before ahead. That’s how funeral plans
companies follow the selling philosophy
Ta
sk
by targeting everyone and there are no Team
after sales service. 16
C. Selling Encyclopedias
The encyclopedia includes basic information
about everything. If you have a home and
family, then you should have an
encyclopedia in the house. It may need you
one day to learn about anything someday.
That’s sellers of encyclopedia try to sell
Ta
Team
sk
these products in huge quantity. 17
D. Door to Door Selling

Door to door sellers pay a visit to
everybody’s house and try to sell routine
items. They follow the sale concept that
their product would be the need of
everyone and they try to convince
Ta
sk
everyone. Team
18
The Marketing Concept
4
The marketing concept holds- “achieving organizational

goals depends on knowing the needs and wants of target
• • •
•
markets and delivering the desired satisfactions better
than competitors do.” Here marketing management

takes a “customer first” approach. Under the marketing
concept, customer focus and value are the routes to
achieve sales and profits.
Ta
sk
Team 19
4
• The marketing concept is a customer-centered “sense

•
and responds” philosophy. The job is not to find the
right customers for your product but to find your

customers’ right products. The marketing concept and
the selling concepts are two extreme concepts and

different from each other.
Ta
sk
Team 20
4
According to Philip Kotler, the marketing concept holds

•
that the key to achieving organizational goals consists of
• being more effective than competitors in integrating

marketing activities toward determining and satisfying
the needs and wants of target markets, or determining

the needs and wants of target markets and delivering the

desired satisfactions more effectively and efficiently
Ta
sk than competitors. am Te 21
Examples of Marketing Concept
Restaurants and startups do follow the

marketing concept. They try to
understand the consumer and deliver the
best product or service, which is better
Ta
for the competition
sk Team
22
The Societal Marketing Concept
5
The societal marketing concept holds “marketing

strategy should deliver value to customers in a way that
• • •
•
maintains or improves both the consumer’s and
society’s well-being.” The purpose of the societal

marketing concept is also to satisfy the needs and
requirements of customers before making any profit.
But the emphasis of this concept is to make the
Ta
sk company fulfill social responsibilities for a sustainable
Team 23
future in the long term.

Examples of Societal Marketing
JuanShoe Company
JuanShoe Company is one of the top leading

sportswear companies in the world. When it
comes to the environment, JuanShoe is
committed to manufacture its products that
Ta
could be reused over and over again.
sk Team
24
Examples of Societal Marketing
Top-Soda Company
Top-Soda is the top soft drinks company

and also committed to the social
environmental responsibilities by providing
products across the world regardless of their
ethnicities..
Ta
sk Team
25
What’s More: Task 3
1. Differentiate Selling concept and Marketing concept.
2. Differentiate Production concept and Product concept.
3. Give an example of Societal marketing concept in

Philippine Business setting and explain why do you
consider it as such.
26
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Each task is guided by this rubric:
Get Started
User
4-5 Response to the question is well organized
Profiles
and clearly written; there is evidence of
planning before writingconsectetur adipiscing elit. consectetur adipiscing elit.
2-3 Does not address the question clearly.

0-1 Does not address the problem.
27

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PRINCIPLES OF

S: Prepare a marketing concept and

A: Appreciate the importance of

Marketing is the promotion of business products

different approaches to how effective marketing is

philosophy behind them; we will identify a

company's primary belief about their target

orientations that guide sellers. Companies adopting this

orientation run a major risk of focusing too narrowly on

A. XYZ Motor Company – XYZ’s Model-T The whole

B. Chinese Smartphone Brands. The best example of

The product concept holds that consumers will favor

Product quality and improvement are important parts of

marketing strategies, sometimes the only part. Targeting

A. For example, suppose a company makes the

B. ABC Smartphone Company, is one company

The selling concept holds the idea- “consumers will not

businesses and companies should carry out promotional

• The selling concept is very useful for selling

• unsought goods i.e., insurance. Where you find

you persuade them by explaining the benefits of

the product. The final goal is to sell many

B. Prepaid Funeral Plans

D. Door to Door Selling

The marketing concept holds- “achieving organizational

than competitors do.” Here marketing management

• The marketing concept is a customer-centered “sense

right customers for your product but to find your

the selling concepts are two extreme concepts and

According to Philip Kotler, the marketing concept holds

• being more effective than competitors in integrating

the needs and wants of target markets, or determining

the needs and wants of target markets and delivering the

Restaurants and startups do follow the

The societal marketing concept holds “marketing

society’s well-being.” The purpose of the societal

future in the long term.

JuanShoe Company is one of the top leading

Top-Soda is the top soft drinks company

1. Differentiate Selling concept and Marketing concept.

2. Differentiate Production concept and Product concept.

3. Give an example of Societal marketing concept in

2-3 Does not address the question clearly.

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