The Major Difference Between the Marketing Concept and the Production, Product Selling and Societal Concepts.

Introduction

This report intends to explore the key basic concepts and aspects of marketing. The report will study the marketing orientations organisations could adopt that suits their objectives which will then translate to the type of value they could offer their potential consumers. The report will then focus on the marketing mix that organisations will have to consider in order to complete and execute their marketing strategy as whole.

1. Marketing Orientations

Marketing management philosophies are basically guides that allow an organisation to form their whole strategy and ideas in their marketing efforts. Each philosophy could be viewed as a form of concept which any marketer could adopt if it is deemed suitable to their requirements in their marketing strategy.

1.1 The Production Concept

The production concept is an idea whereby it contends that consumers would prefer products that are easily and widely available and inexpensive or priced affordably. It is deemed that marketers who adapt to this concept will be concentrating on achieving high production efficiency, while keeping costs at minimum with the aim of distributing its product over a wide range of areas i.e. mass distribution (Kotler et al. 2009, p.18).

An example of a business that practices this concept is one that produces and distributes exercise books for school children. These products are monogamous and consumers do not care what the colour of the cover is nor there any pictures or illustrations on it either. As long as it has lined pages inside at the correct width, the correct overall dimension and tagged with the correct price, the consumers will purchase the exercise books.

Being the oldest concepts in business, it does not actually take into account the consumers’ actual need as the business entity will be too focused trying to improve its internal capabilities in order to churn out more products at lower costs (Kamarulzaman & Abu 2012, p.11). Its drawback is most famously...