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    The Marketing Concept

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    ankush birla
    The document discusses three marketing concepts: the marketing concept, the societal marketing concept, and how to choose the right marketing concept. The marketing concept focuses on knowing customer needs and meeting them effectively. The societal marketing concept emphasizes promoting social welfare over sales goals. When designing a marketing plan, companies should consider their target audience and how to attract customers.

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    The Marketing Concept

    Uploaded by

    ankush birla
    30 views2 pages
    The document discusses three marketing concepts: the marketing concept, the societal marketing concept, and how to choose the right marketing concept. The marketing concept focuses on knowing customer needs and meeting them effectively. The societal marketing concept emphasizes promoting social welfare over sales goals. When designing a marketing plan, companies should consider their target audience and how to attract customers.

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    The document discusses three marketing concepts: the marketing concept, the societal marketing concept, and how to choose the right marketing concept. The marketing concept focuses on knowing customer needs and meeting them effectively. The societal marketing concept emphasizes promoting social welfare over sales goals. When designing a marketing plan, companies should consider their target audience and how to attract customers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    30 views2 pages

    The Marketing Concept

    Uploaded by

    ankush birla
    The document discusses three marketing concepts: the marketing concept, the societal marketing concept, and how to choose the right marketing concept. The marketing concept focuses on knowing customer needs and meeting them effectively. The societal marketing concept emphasizes promoting social welfare over sales goals. When designing a marketing plan, companies should consider their target audience and how to attract customers.

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    © All Rights Reserved
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    of 2

    The Marketing Concept

    The marketing concept is based on increasing a company’s ability to compete and


    achieve maximum profits by marketing the ways in which it offers better value to
    customers than its competitors. It’s all about knowing the target market, sensing its
    needs, and meeting them most effectively. Many refer to this as the “customer-first
    approach.”

    Glossier is a recognizable example of this marketing concept. The company


    understands that many women are unhappy with the way that makeup affects the
    health of their skin. They also noticed that women are fed up with being told what
    makeup products to use. With this in mind, Glossier introduced a line of skincare and
    makeup products that not only nourish the skin but are also easy to use and promote
    individualism and personal expression with makeup.

    The Societal Concept


    The societal marketing concept is an emerging one that emphasizes the welfare of
    society. It’s based on the idea that marketers have a moral responsibility to market
    conscientiously to promote what’s good for people over what people may want,
    regardless of a company’s sales goals. Employees of a company live in the societies
    they market to, and they should advertise with the best interests of their local
    community in mind. 

    The fast-food industry is an example of what the societal concept aims to address.
    There’s a high societal demand for fast food, but this food is high in fat and sugar
    and contributes to excess waste. Even though the industry is answering the desires
    of the modern consumer, it’s hurting our health and detracting from our society’s goal
    of environmental sustainability.

    How to Choose the Right Marketing Concept


    While not all of the above concepts are effective (or perhaps as effective as they
    once were), you can utilize aspects from multiple concepts in designing and
    strategizing a marketing plan. As you plan, you need to ask yourself some questions
    before deciding which marketing concept(s) to base it on. Consider the following:

     Who is your target audience? Which demographics are interested in your


    products or services? Where are they looking for you and what you have to
    offer? What attracts this demographic to your company? How can you use that
    to turn these people into customers?

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