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SUNITA SRIVASTAVA
Production concept
Product concept
Selling concept
Marketing concept
Societal concept
PRODUCTION CONCEPT
Production concept is the idea that consumers will favor products that are available or highly affordable
MARKETING MYOPIA
DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
Sell what is made Aggressive persuasion and heavy promotional expenditure Marketing makes selling redundant
SELLING CONCEPT
Selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort
MARKETING CONCEPT
Focus
Existing products
Means
Selling and promotion
Ends
Profits through sales volume
Customer needs
Integrated marketing
Production
Marketing
Finance
Human resources
Production
Marketing
Marketing
Customer
e. The customer as the controlling function and marketing as the integrative function
PERFORMANCE MARKETING
INTERNAL MARKETING
RELATIONSHIP MARKETING
INTEGRATED MARKETING