all the marketing concepts included with examples

1. Presented By:
Tushar Soni

2. MarketingMeaning
• The process of marketing is that of bringing a
product to market which includes these steps:
Broad market research; market targeting
and market segmentation; determining
distribution, pricing and promotion strategies;
developing a communications strategy;
budgeting; and visioning long-term market
development goals.

3. MarketingConceptsMeaning
• Marketing concept is that view, philosophy
and strategy of management which guides to
the whole marketing activities.
• Marketing is the ‘real work’ and marketing
concept is the ‘reflection of the real work’.

4. GuidingPrinciplesof marketing Concepts
• Traditional Concept:
1. This concept of marketing only
consists of buying and selling of
products. Once the product is
sold their is no relation between
seller and consumer.
2. Production and sales oriented.
3. Narrow approach.
4. No place of R&D.
• Modern Concept:
1. This concept of marketing
contains all those activities of
marketing mix by which profit
is earned through customer
satisfaction.
2. Consumer oriented.
3. Broad approach.
4. Based on R&D.
Marketing concepts are divided in two parts
which are as follows:

5. BasicConceptsof ModernMarketing

6. Production Concept
• The idea of production concept – “Consumers
will favour products that are available and
highly affordable”. This concept is one of the
oldest Marketing management orientations
that guide sellers.
• Companies adopting this orientation run on a
major risk of focusing too narrowly on their
own operations and losing sight of the real
objective.

7. McDonalds andBurger King
• McDonalds and Burger King, their
management mainly focus on achieving
operational efficiency by improving their food
supply chain and training staff to serve the
high demand. Although in the manufacturing
concept the management produce the mass
product can earn much of the revenue,
however, they may become narrow in their
thinking and forget the customer satisfaction.

8. Product Concept
• The product concept holds that the consumers
will favour products that offer the most in
quality, performance and innovative features.
• Product quality and improvement are
important parts of marketing strategies, and
sometimes the only part. Targeting only on
the company’s products could also lead to
marketing myopia.

9. Apple
• Apple is a well known company for its gadgets
and technologies such as the great iphones.
They started their iphone invention from
iphone in 2007. In order for them to follow
the product concept, they evolved themselves
from iphone 3gs up to iphone X. As a result,
their marketing plan is getting better and
better throughout the years.

10. Sellingconcept
• The selling concept holds the idea-
“consumers will not buy enough of the firm’s
products unless it undertakes a large-scale
selling and promotion effort”.
• The aim is to sell what the company makes
rather than making what the market wants.
Such aggressive selling program carries very
high risks.
• Typically the selling concept deals in those
goods that buyers do not normally think of
buying, such as insurance or online shopings.

11. Amazon
• Amazon is one of such sales-oriented business
that attempts to sell consumers, large number
of different products. These types of
businesses create products that are based on
the assumption that the product will meet the
needs of the business or individual, whether
they have expressed a need for the product or
not.

12. MarketingConcept
• This concept aims at “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.
• Companies that are following the marketing
concept requires to bare less risk and
uncertainty.

13. Amul
• Companies like Amul have great success by
following the Marketing concept. Amul
produces goods according to consumer needs.
The company regularly adds new varieties of
good to it’s production house, which becomes
the wants of the consumer. Therefore, Amul
has been successfully operating worldwide.

14. SocietalConcept
• This concept says that “marketing strategy
should deliver value to customers in a way
that maintains or improves both the
consumer’s and society’s well-being”.
• The Societal Marketing Concept puts the
Human welfare on top before profits and
satisfying the wants.

15. The Body Shop
• Body shop is a cosmetic company found by
ANITA RODDICK . The company uses only plant
based materials for its products. It is against
Animal testing, supports community trade,
activate Self Esteem, Defend Human Rights,
and overall protection of the planet. Thus
Body shop is really following the concept of
Societal Marketing.

16. Conclusion
• Thus, various kinds of companies follow
different concepts of marketing based on the
nature of their product and all of these
companies are operating successfully without
much issues.