The document discusses the evolution of marketing concepts from the selling concept to more modern concepts. It outlines five key marketing concepts: the production concept, product concept, selling concept, marketing concept, and societal marketing concept. The concepts progressed from a focus on production efficiency to meeting customer needs and benefitting society.

1.  Evolved from the basic considerate of producing
goods and services in the most cost-efficient way
 Based on five concepts of philosophies(way of
doing business)

2. 5
Marketing
Concept
Production
Concept
Product
Concept
Selling
Concept
Marketing
Concept
Societal
Marketing
Concept

3.  Believed that consumers favour products that
are easily available and highly affordable.
 Focuses on improving production

4.  The best quality performance and innovative
features
 Focus on continuous product improvement

5.  Do heavy promotion.
 Producing and selling products based on
offering what the market wants.

6.  Identify the needs and wants of target
customers.
 Deliver the products to the consumers better
than competitor.
 Find the right products for the customers.

7. Factory
Existing
Products
Selling and
Promoting
Profits Through
Maximum Sales
Market
Customer
Needs
Integrated
Marketing
Profits Through
Satisfaction
Starting
Point
Focus Means Ends
THE SELLING CONCEPT
THE MARKETING CONCEPT

8. Company Profits
Consumer
Wants
Society’s
Interest
Societal
Marketing
Concept

9.  A mixture or blend strategies of target
market refers to a concept of 4Ps.