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
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
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)
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)
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)
(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 responseRight products for right customers