Product concept has relatively narrow range of consumers that will appreciate high quality and innovative characteristics most of all. This concept is rather risky because it does not pose long-term goals before managers and in such case they can lose their audience being too far from their real needs. It’s necessary to say that in any case there are examples of successful implementation of this orientation such as Faber-Castell that presented coloured pencils without any toxic elements and in such case they have found their consumers in children’s mothers who care of safety of usage (Dibb, 2001).
The selling concept is focused on the idea that it’s necessary to lead intensive selling and promotional policy to make profit. Managers don’t pay much attention to what consumers’ needs are and they are concentrated on creating the company product and making serious advertisement policy to persuade clients to buy it (Kang, 2007).
Societal Marketing Concept
Societal or holistic marketing concept is similar to the marketing concept and has the same principles with only one peculiarity that it takes into account the whole society needs, that fact how company impacts on it and what is done for better. For sure this concept is the best one for society because its strategy and policy works for its favor (Abratt, 1989).
Abratt, R., Sacks, D. (1989). Perceptions of the Societal Marketing Concept. European Journal of Marketing, 23(6), 25-33.
Blythe, J. (2009). Key Concepts in Marketing. p. 156.
Dibb, S., Simkin, L. (2001). The marketing casebook: cases and concepts. pp. 302-305.
Dickinson, R., Herbst, A., O’Shaughnessy, J. (1993). Marketing Concept and Customer Orientation. European Journal of Marketing, 20(10), 18-23.
Drummond, G., Ensor, J. (2005). Introduction to marketing concepts. pp. 48-49.
Kang, G., James, J. (2007). Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation. Journal of Business Ethics, 73(3), 301-318.
Kotler, P., Armstrong, G. (2010). Principles of Marketing. p. 33.
Hannagan, T. (2009). Management: Concepts & Practices. p. 233.
Turner, G., Spencer, B. (1997). Understanding the marketing concept as organizational culture. European Journal of Marketing, 31(2), 110-121.