The document outlines 7 concepts in marketing: 1) Production Concept focuses on production efficiency over customer needs. 2) Product Concept focuses on developing unique products rather than understanding customer needs. 3) Selling Concept recognizes the need to convince customers to buy products. 4) Marketing Concept prioritizes understanding and fulfilling customer needs. 5) Societal Concept emphasizes considering societal impacts. 6) Ecological Concept emphasizes environmental responsibility. 7) Holistic Concept takes a comprehensive approach considering all stakeholders.

1. The 7 P’s of Marketing
Concepts in Marketing
1. Production Concept
• D>>S
• Sole Supplier
• Many Customers

2. 2. Product Concept
• D>S
• Many Suppliers
• Few Customers
• Undifferentiated Products
3. Selling Concept
Products, even good ones, don't necessarily sell themselves.
Customers must be convinced to buy products.
• D<<S
4. Marketing Concept
Philosophy of conducting business would be one of filling the identified
needs of its customers, rather than bending the will of the customer to
fit the needs of the company.

3. 5. Societal Concept
Marketers should take care of themselves, the customers and also the
society.
Ex: Selling Banned substance takes care of Seller, Customer but NOT
SOCIETY!!!
6. Ecological Concept
Marketers should be responsible towards ecology and environment.
7. Holistic Concept

4. Segmenting-Targeting-Positioning
Segmenting Targeting Positioning
Find segmentation base or Compare segments for List all F.A.B
variables in broad market relative attractiveness Features, Applications
and Benefits sought by
the selected TMS
Group customers with similar Select the attractive Create USP and find
needs into separate segment matching the UBP.
segments company’s competence
to offer “DA” over
rivals
Prepare segment Prepare Brand Communicate to the
profile.(Geographical, Segment Strategy buyer
Demographical, Physiological
& Behavioral
Pratyush Aggarwal
Marketing-Finance
MBA 2012-2014
SIMS,Pune