What are the types of marketing concepts?

The concept of marketing has developed to today, and there are mainly five concepts, namely, production concept, product concept, promotion concept, marketing concept and social marketing concept. The first three are traditional marketing concepts, while the latter two are modern marketing concepts.

First, the concept of production.

Generation period:1late 9th century and early 20th century.

Background: The supply is relatively insufficient, and the seller's competition is favorable (seller's market).

Value concept: adopting economies of scale advocated by economics and assuming that consumers can buy low-priced products everywhere, the center of enterprise management is how to make consumers buy low-priced products everywhere.

Means of realization: the enterprise is committed to obtaining high productivity and wide product coverage.

Second, the product concept

Generation period: early 20th century.

Background: The supply is relatively insufficient, and the seller's competition is favorable (seller's market).

Value concept: consumers like products with high quality, multi-function and certain characteristics best.

Means of realization: the enterprise is committed to producing high-quality products and constantly improving them.

Third, the concept of marketing.

Generation period: 1930s and 40s.

Background: Capitalism has changed from a "seller's market" to a "buyer's market"

Values: Consumers usually have a kind of inertia and competitive psychology, and will not consciously buy their own products.

Means of realization: The central task of enterprise management is to actively promote sales and vigorously promote sales, so as to induce consumers to buy products. ?

Fourth, the marketing concept.

Generation period: 1950s.

Background: In the buyer's market, traditional ideas are challenged.

Value concept: pay attention to the buyer's demand and embody the theory of consumer sovereignty.

Means of realization: enterprises are guided by consumers' needs and desires, and win and maintain customers' satisfaction by integrating and coordinating marketing activities that affect consumers' satisfaction.

Verb (abbreviation of verb) social marketing concept

Generation period: 1970s.

Background: Social problems such as environmental damage and energy shortage are prominent.

Values: Achieving consumer satisfaction and the long-term welfare of consumers and the public is the fundamental goal and responsibility of enterprises.

Means of realization: enterprise marketing decision-making considers the satisfaction of consumers' needs and desires, the long-term interests of consumers and society, and the marketing benefits of enterprises.

Knowledge expansion: theodore levitt made a profound comparison between the concepts of sales promotion and marketing, and pointed out that the concept of sales promotion focuses on the needs of sellers; Marketing concept focuses on buyers' needs. The idea of promotion is to take the seller's demand as the starting point and consider how to turn the product into cash; The marketing concept considers how to meet the needs of customers by manufacturing and delivering products and everything related to the final consumer products. It can be seen that the four pillars of marketing concept are: market center, customer orientation, collaborative marketing and profit. The four pillars of the promotion concept are: factory, product positioning, promotion and profit. In essence, the concept of marketing is a philosophy oriented to customers' needs and desires, and it is the embodiment of consumer sovereignty theory in enterprise marketing management.

References:

Marketing, 4th edition, edited by Bi Siyong, Higher Education Press, chapter 1 section 1, page 3- 12.

MBA think tank, marketing concept web page link

Baidu encyclopedia web page link