A-Product Base
1-Production concept:
assumes consumers favor those products that are widely available and affordable. It is spiritual to use this method
only when there is a strong demand for the product and there is a certainty that the product being launched will be bought by
people.
Focus: increasing
production, reducing cost, wide distribution; high volume
2-Product concept:
assumes consumers will favor those products that offer the most quality,
performance, and features. They realize that if the quality is good enough, consumers will definitely buy.
Focus: product design and quality
3-Selling concept:
assumes consumers will either not buy or not but
enough of the organizations’ products unless the organization makes a substantial effort to
stimulate the customer’s interest in the product.
(Focus: aggressive selling and promotion without thoughts on the application and customer requirements need of the seller)
B-Customer Base
4-Marketing concept:
holds that the
key to achieving organizational goals depend on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently
than competitors (Focus:
different needs
of the
buyers and company
profitability)
5-Societal marketing
concept: adds
to the previous marketing concept; for the objective of preserving and enhancing the consumer’s and society’s well being.
(Focus: needs of buyers and society or satisfy customer need without harming the environment)
6-Information age:
(Focus: transparency, competition, globalization)
Comparing Selling and Marketing concept
Selling:
Factory—Products--Selling& Promotion Profit through sales volume.
Philosophy:
make sales
Right customer for your
products
Marketing: Target market—Consumer needs—integrated marketing—profit through consumer satisfaction
Philosophy:
Sense response
Right products for right customers 
