What are the concepts and characteristics of the five marketing philosophies?

Philip kotler classified the marketing management concepts of modern enterprises into five categories: production concept, product concept, promotion concept, marketing concept and social marketing concept. The concept of production is one of the oldest concepts to guide the behavior of sellers. The concept of production holds that consumers like products that can be bought everywhere at low prices. Enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production, reducing costs and finally expanding the market.

Product concept Under the condition of market economy, the marketing management of some enterprises is dominated by product concept. From the perspective of product concept, consumers like products with high quality, multi-function and certain characteristics best.

Enterprises should devote themselves to producing high-quality products and constantly improve them. The easiest place to breed product creativity is when enterprises invent new products. At this time, enterprises are most likely to lead to "marketing myopia", that is, improperly paying attention to products rather than market demand.

Marketing concept is also called sales concept. According to the concept of promotion, consumers usually show a purchasing inertia or rebellious psychology. Therefore, enterprises must actively promote sales and vigorously promote sales to stimulate consumers to buy their products in large quantities.

Under the condition of modern market economy, the concept of promotion is widely used to promote those unnecessary items, that is, buyers generally don't think of products or services to buy. Many enterprises often pursue the concept of promotion when there is a surplus of products.

Marketing concept is a new enterprise management philosophy that appeared in the mid-1950s. According to the marketing concept, the key for enterprises to achieve their goals lies in correctly determining the needs and desires of the target market, and meeting the needs and desires of the target market more effectively than competitors. Theodore levitt once made a profound comparison between the concepts of promotion and marketing. He pointed out that the concept of promotion focuses on the needs of sellers, while the concept of marketing focuses on the needs of buyers. 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 through product design, manufacturing, transmission and everything related to the final consumer products.

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.

Revision and supplement of social marketing concept to marketing concept. Because the marketing concept avoids the reality of the hidden conflict between consumer demand, consumer interests and long-term social welfare. According to the concept of social marketing, the task of enterprises is to determine the needs, desires and interests of various target markets. By protecting or revealing consumers and social welfare, it is more effective and advantageous to provide goods or services to target markets that can meet their needs, desires and interests than competitors.

The concept of social marketing requires marketers to consider the interests of enterprises, the satisfaction of consumers' needs and social interests when formulating marketing policies.