MARKETING PHILOSOPHIES New

MARKETING
PHILOSOPHIES
Name –kevinkumar savaliya
MEANING OF MARKETING PHILOSOPHY
“Marketing philosophy is a marketing

idea that considers production, sales
and customer satisfaction”.
TYPES OF MARKETING PHILOSOPHY
There are 6 types of marketing philosophies. A company

should choose the right one according to their and their
customers’ needs. They are –
 Production concept.
 Product concept.
 Selling concept.
 Marketing concept.
 Societal marketing concept.
PRODUCTION CONCEPT
Production concept is a concept where goods are produced without taking into
consideration the choices and taste of the consumer. It is one of the earliest
marketing concept where goods are just produced on the belief that they will
be sold because consumers need them.
This concept also works on an assumption that consumers prefer a product
which is inexpensive and widely available. So, the companies focus on
producing more of the product and making sure that it is available to the
customer everywhere easily.
The basis of this concept is the emphasis on low production costs, high
production efficiency and mass production (large volume of production) -
simply said, a large amount of the most cheapest goods.
PRODUCT CONCEPT
This concept works on an assumption that customers prefer products of ‘greater

quality’ and ‘price and availability’ doesn’t influence their purchase decision.
Hence company devotes most of its time in developing a product of greater
quality which usually turns out to be expensive.
So in the product concept, the company will make sure their goods are of the
best quality. This will mean the cost of production and the price of the product
will be higher. But the company will look to maximise profit by promising quality
products.
Since the main focus of the marketers is the product quality, they often lose or
fail to appeal to customers whose demands are driven by other factors like price,
availability, usability, etc.
SELLING CONCEPT
Many organisations follow this selling concept, which holds that

consumers will not but enough of the organization’s products unless it
undergoes a large scale selling and promotion efforts. For example :
insurance premium.
The concept shifts from production of the product to simply selling the
product. Even if the goods meet the price and quality requirements of
the consumer, the sale is not guaranteed. In the selling concept of
marketing management philosophies, the idea is to persuade the
consumer to buy the product by any means necessary.
Companies use promotion, advertising and publicity to convince the
consumer to buy their products. At times they can even manipulate
consumers. The ultimate aim here is to push the product, without
thought of long-term consequences.
MARKETING CONCEPT
Marketing is one of the newer marketing management philosophies. It is a very
21st-century concept that truly believes “the customer is king”. Here ever
decision will be influenced by the needs of the customer. Right from production
and design of the goods to its transportation, every process has the customer in
mind.
“It starts with a well defined market, focuses on customer needs, coordinated all
the marketing activities affecting customers, and makes profit by creating long
term customer relationship bases on customer value and satisfaction.”
 Marketing concept is a customer-oriented concept.
Since customer satisfaction is the main goal of the marketing concept they need
not worry about selling or production. Since they are fulfilling all the needs of
the consumers it is a given the consumer will pay an appropriate price for the
product.
SOCIETAL MARKETING CONCEPT
Adding to the marketing concept, this philosophy focuses on society’s well-

being as well. Business focuses on how to fulfil the needs of the customer
without affecting the environment, natural resources and focusing on
society’s well-being.
This philosophy believes that the business is a part of the society and
hence should take part in social services like the elimination of poverty,
illiteracy, and controlling explosive population growth etc.
Many of the big companies have included corporate social responsibility as
a part of their marketing activities.
So this concept will focus on the satisfaction of consumer needs without
harming the society or the environment in the process.
NEW CONCEPT :
HOLISTIC MARKETING CONCEPT

 Holistic marketing concept is the latest development in marketing thought.
 According to Philip Kotler, “the holistic marketing concept is based on the
development, design and implementation of marketing programs, processes
and activities that recognizes their breadth and interdependencies”
 Holistic marketing is a business marketing philosophy which considers business
and all its parts as one single entity and gives a shared purpose to every
activity and person related to that business.
 A business is just like a human body: it has different parts, but it’s only able
to function properly when all those parts work together towards the same
objective. Holistic marketing concept enforces this interrelatedness and
believes that a broad and integrated perspective is essential to attain best
results.
 This concept is an integration of the marketing concept an societal marketing
concept.
CONCLUSION
The shared trait in every one of the five marketing management

philosophies is that they all have the same objective which is the
organizational benefit.
The initial three ideas: production, product and selling, concentrate all
on the product. The last two ideas, marketing as well as societal
marketing, concentrate on the consumer. The decision as to which
philosophy or concept to embrace relies on the circumstances of the
situations.

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MARKETING

“Marketing philosophy is a marketing

There are 6 types of marketing philosophies. A company

This concept works on an assumption that customers prefer products of ‘greater

Many organisations follow this selling concept, which holds that

Adding to the marketing concept, this philosophy focuses on society’s well-

HOLISTIC MARKETING CONCEPT

The shared trait in every one of the five marketing management

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