Introduction to Marketing

Running head: INTRODUCTION TO MARKETING 1
Introduction to Marketing
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INTRODUCTION TO MARKETING 2
Introduction to Marketing
Question 1
Marketing concepts are the strategies that organizations implement in order to
maximize profit, increase sales, beat the completion and most importantly, satisfy the needs of
the customers. To understand the concepts of marketing better, it is worthwhile putting it in
perspective to review other strategies that were predominant once. As this concepts prevailed in
different historical times, they are still used by some businesses today as they are not time
restricted.
Question 2
Concepts of marketing
Production concept holds the ides that the consumers that customers like being
associated with goods or services that are cost-friendly and readily-available. It is one of the
oldest concepts of marketing that sellers use as a guide (Note, 2016). The firms that adopt this
concept have a major risk because they lose sight of their real objective by focusing on their own
operations. Hence firms’ management main focus is to improve distribution efficiency and
production.
Product concept says that consumers like products which give them high satisfaction
due to various factors such as being innovative and ability to perform well. Under product
concepts, the marketing strategies used focuses on making products improvements continuously.
Product improvement and quality are crucial parts of the strategies of marketing.

INTRODUCTION TO MARKETING 3
Selling concept holds that the customers purchase more when an organization value
promotion and large-scale selling in their business. The management under this concept is
focused more on the creation of sales transactions than they are on building customers
relationships which are long-term and profitable. In other words, the aim of this concept is for
the company to sell what they make rather making what the customers want. But this kind of
selling program brings along very high risks. The marketer usually assumes that the consumers
will be coaxed to buy the products and that they will like it and if they don’t, possibly they will
forget the disappointment they had and buy the same product again.
Marketing concept which holds the idea that for a firm to achieve its goals, it has to
have knowledge of the wants and the needs of the target tarstomers and should deliver the
desired needs better than its competitors. Under this concept, customer value and focus are the
routes to achieve maximum profits. Also, this concept is a customer-centered “responds and
sense” strategy whose main idea is to sell the right products to your customers not to find your
products the right customers.
Societal marketing concept questions whether the conflicts between customer long-run
welfare and short-run wants are being overlooked by the pure marketing concept. It also affirms
that the marketing strategy used should deliver value to the consumers in a way that improves or
maintains both the society’s and the consumer’s well-being (Note, 2016). This concept calls for
environmentally responsible, socially and sustainable marketing meeting the customers and
businesses present needs while enhancing or preserving future generations’ ability to meet