The document outlines six concepts of marketing management: the product concept focuses on product quality, the production concept on availability and affordability through large production, the selling concept on maximizing sales through promotion. The marketing concept emphasizes customer satisfaction by understanding needs before production. The societal concept aims for individual and social welfare through satisfying needs. Finally, the holistic marketing concept views the business as interconnected segments working toward shared goals.

1. The concepts/philosophies
of Marketing Management

2. A. The Product Concept
◦Aim: Accessing better quality of product
◦Criterion: Quality, Performance &
Characteristics of Product
◦Accomplishment Means: Relentless
Improvisations in product quality
◦Profit Gaining Tool: Through accessing better
Quality of Product
◦Rule: Better quality = more customers

3. B. The Production Concept
◦Aim: Availing huge Quantity Of Product
◦Criterion: Availability & Affordability Of Product
◦Accomplishment Means: Increased Production
& Large Scale Economies
◦Profit Gaining Tool: Through increased Volume
Of Production
◦Rule: More product quantity = more customer
◦Example: the entity selling its product
worldwide i.e. The TATA group

4. C. The Selling Concept
◦Aim: Incepts after production takes place
◦Criterion: Maximizing sales
◦Accomplishment means: Advertisement,
personal selling, publicity etc.
◦Profit maximization tool: Through volume of
sales
◦Rule: More sales = more customer
◦Example: Fraudulent companies viz. Fake chit
fund companies

5. D. The Marketing Concept
◦Aim: Incepts before the production takes place
◦Criterion: Customer satisfaction
◦Accomplishment means: Through integrated
marketing
◦Profit maximization: Better customer
satisfaction
◦Rule: product as per need = better business
◦Example: Perfect competitive markets viz.

6. E. The societal Concept
◦Aim: Individual satisfaction with society
welfare at large
◦Criterion: Identification of individual & social
as well as environmental needs
◦Weapon of accomplishment: Integrated
marketing
◦Profit gaining tool: Customer satisfaction with
social welfare
◦Rule: individual needs + social needs = better
business

7. F. The Holistic Marketing concept
◦Aim: All segments of the business as one
single entity
◦Criterion: Business with interrelatedness
◦Accomplishment means: If all segments viz.
marketing, finance, HR etc. functions
interrelatedly with shared purpose
◦Profit maximization tool: better cordial actions
of all departments
◦Rule: individual efforts of departments =
Fruitful business

8. At a glance…..
The product concept:
• Continuous improvement in product quality can attract more
customers
The Production concept: • Availing products in huge quantity attracts more business
The selling concept: • By maximizing sales entity’s revenue can be maximized
The marketing concept:
• Customer satisfaction can bring better market access for the
product
The social marketing concept: • Customer as well as society welfare can attain market capture
The holistic marketing concept:
• co-ordination of individual segments and departments can
attain entity objective