Business Orientations to the Marketplace

Firstly we must know the the difference between:

Production concept: assumes consumers favor

those products that are widely available and

affordable. (Focus: wide distribution; high

volume).

2. Product concept: assumes consumers will favor

those products that offer the most quality,

performance, and features.

3.Selling concept: assumes that 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:

needs of the seller)

4.Marketing concept: holds that the key to

achieving organizational goals consists in

determining the needs and wants of target

markets and delivering the desired satisfactions

more effectively and efficiently than

competitors. (Focus: different needs of buyers)

5. Societal marketing concept: [adds to the

marketing concept the words] … for the

objective of preserving and enhancing the

consumer’s and society’s well being. (Focus:

needs of buyers and society)