As A Recently Appointed Marketing Manager To A Local Company You Have Been Asked To Convince The Management Team Of The Benefits Of Adopting The Marketing Concept.
“Marketing is a social and managerial process by which individuals and groups obtain hat they need and want through creating and exchanging products and value with others.” (Kotler et al, 2003:13). Marketing is a key aspect within a business and has several different functions. Some of these functions include, research, analysis, promotion, pricing and distribution. These functions lead into the evolution of the five alternative concepts under which organisations conduct marketing activities. The concepts include the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.
The production concept focuses upon the improvement of production and distribution efficiency, for example, the speed of delivery and the quality control of the business. This concept is mainly focused internally and not focused upon the customer and their needs.
The selling concept again is focused on the internal business. The main features of this concept are, large-scale selling and promotional effort with heavy selling techniques and the aim to sell what is made, rather than making what the consumer wants or demands. It has a very short-term focus; it doesn’t consider the longer needs of the customer, if it even focuses on the customer at all. It is used when supply exceeds demands; an example is when airlines sell their seats cheaper because they have not been sold at full price.
The product concept focuses upon the product and the capabilities of the. Again this concept is not focused upon the customer demands but upon the produ ...