There are five alternatives concepts under which organizations conduct their marketing activities: the production, product, selling, marketing, and social marketing concepts.
The Production Concept
Production concept favor product that is available and highly affordable. Focus on improving production and distribution efficiency. It is useful when the demand exceeds supply and production cost is too high and improved productivity to bring down cost.
The Product Concept
The product concept will favor product after quality, performance and innovative feature. Organization should devote energy to make continuous product improvement. The product concept also can lead to marketing myopia.
Selling Concept
Selling concept, which holds that consumer, will not buy enough of organization's product unless it undertakes a large-scale selling and promotion effort. It practical with unsought goods and in non profit area. Example: political party, firms practice the selling concept when they have over capacity. Their aim is to sell what they make rather than what the market wants.
The Marketing Concept
Marketing concept hold that achieving organization goal depend on determining the needs and wants of the target market and delivering the desired satisfaction more effectively and efficiently than competitor do. Selling concept takes an inside-out perspective, marketing concept take an outside-in perspective.
The Societal Marketing Concept
It hold that organization should determine the needs, wants, interest of target market and deliver superior value in a way that maintain or improved the customer's and the society's well.
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