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Production concept
Product concept
Selling concept
Marketing concept
Societal concept
PRODUCTION CONCEPT
MARKETING MYOPIA
Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
SELLING CONCEPT
Selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort
MARKETING CONCEPT
Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do
Focus
Existing products
Means
Selling and promotion
Ends
Profits through sales volume
Customer needs
Integrated marketing
Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consumers longterm interests, and societys long-run interests
Production
Marketing
Finance
Human resources
Production
Marketing
Marketing
Customer
e. The customer as the controlling function and marketing as the integrative function
PERFORMANCE MARKETING
INTERNAL MARKETING
RELATIONSHI P MARKETING
INTEGRATED
MARKETING