Comprehensive Report on Marketing Concepts and Strategies

This report provides a comprehensive analysis of various marketing concepts, including the selling, production, and marketing philosophies. It explores the evolution of these concepts and their impact on organizational strategies, particularly within the context of a gym/training studio. The report delves into the importance of customer satisfaction, product positioning, and value propositions. It examines the customer decision-making process, considering factors such as unmet needs, cost-benefit analysis, and brand reputation. Furthermore, the report analyzes product leadership, positioning, and value propositions, using F45 training as a case study to illustrate these concepts. The report also highlights the financial objectives of marketing professionals, emphasizing the importance of attracting new customers, retaining existing ones, and enhancing relationship value to ensure mutual satisfaction. The report aims to provide a detailed understanding of marketing strategies and their application in a competitive business environment.

Running head: MARKETING CONCEPT
1
Marketing concept
Name:
Institution:

MARKETING CONCEPT 2
Task 1
The selling concept is typically embraced when a company no longer has a cost advantage, and
no compelling value proposition, and when the product request has dropped below the
production capacity. Therefore, if the product is not demanded or desired, then the organisation
ought to sell the products and overcome the user objections. The aggressive nature of the selling
concepts results in limited user appeal and low level of user loyalty. Marketing concepts begin
with the user and are directed towards the user satisfaction and as a result, the organisation
satisfactions. The marketing idea does not imply that the company's needs are secondary; it
means that user satisfaction is the best path to realising the organisation satisfaction. At first
inspection, the production and selling concept look to have much in common with the marketing
concepts; while there are similarities, there are fundamental differences. The production concepts
and the selling idea view users as a means to an end and have little consideration for user
satisfaction. Production concept is centred on the premise that if a product or service meets the
user’s core requirement and is priced attractively low- then the profits and volume can be
realised. Not every organisation can get profitable release and uphold the lowest price. The
product framework is a popular choice for novel market entrants with low-cost or low labour
costs who desire to have volume, but it has typically restricted existence (Fanning, 2019).
The selections of the business concepts determine in what way organisation such as gym/training
studio functions, basically called an Organisational philosophy. Typically, as situations aspects
vary, the gym/training studio’s change from the production concepts and the selling towards the
marketing concepts because they believe that the marketing idea is the best direction to the long-
term profitability. As mentioned earlier, the company that embraces a selling philosophy is due
to their higher capacity than demand or has a product that has less attractive value proposition

MARKETING CONCEPT 3
than rivals. To maintain their market position, it is likely that they spend considerable exertions
to optimise transaction and overcome market objectives (Fanning, 2019).
Gym/training studio that adopts a marketing philosophy does to upsurge sales returns, minimise
costs and upsurge the value of the business. It is also acknowledged that market victory is gained
through useful exchange link. The market success indicators are products that are categorised as
leaders in their segments, an organisation that know and comprehend their users, and the
organisation that are operationally efficient and effective (Fanning, 2019).
There are three financial objectives that most concern marketing experts. By advancing the
unique products value propositions, users will look at the products as more appealing and be
ready to pay it a premium rate. Thus, sales returns will be increased. Moreover, with an increase
in transactions revenue costs typically increase, but, the marketing aim is to make sure that rates
are minimised as a percentage of sales. Therefore, three objectives of the marketing
professionals are to reduce cost, increase sales revenue and build the value of the business.
When most individuals think about profit, they reflect about the financial gains from an
exchange or economic profits in a quarter or years. Even though releasing financial benefits for
an organisation is essential, this is a restricted view of gains. Gym/training studio that is devoted
to the marketing concept should endeavour to realise four gains results; organisation itself,
profits for the customer, society and channel partners. Attracting profitable and new users are
essential for most established studios. Novel users are required to substitute lost consumer and to
develop the user base. Irrespective of how good the service is, some lost users are inevitable;
individuals will be enticed to other services on offer. In the business to business market, the
buying officer may retire or be substituted by someone who has an existing link with another

MARKETING CONCEPT 4
company. So, irrespective of the market, some lost users will be inevitable. With new goods and
services, attractive consumers are even more crucial. It is pointless to speak about the managing
user link if there are no customers (Fanning, 2019).
Therefore, it can be said that marketing concept is essential for the gym/training studio as the
marketing experts focus their efforts on three things; first, is the attracting prospect users and
changing them to first-time users. Second, is retaining the existing consumer including the first-
time clients to repeat users. Third, is enhancing the relationship value to ensure mutual
satisfaction (Fanning, 2019).
Task 2
Customers enter the purchaser decision routine when they acknowledge they have unmet need
and the unfulfilled desires have sufficient strength to warrant attention. Once the customer has
recognised the unmet desires and is inspired to attend to the demand, they pursuit for proof of
value, quality, and also evaluate the prospect of adequate results. Not all unmet desire result in
buying and not all products or services deliberated are chosen. Therefore, rates, perils and
benefits examination is part of the decision-making routine. Thus, for Jennifer’s friend Jody, she
has to undertake the study to explore the cost involved, the qualities embedded with the
merchandise, and take into consideration their worth and the common situational elements.
Jody’s decisions will differ by economic states. Jody’s ability and willingness to spend are
essential deliberations. Therefore, the strength and desire of Jody's spending will somehow
depend on the economic conditions, amount of disposable and her discretionary income. Jody
will conduct the costs/benefits/risks analysis and embark on the product choice routine centred
on their beliefs. Therefore, Jody’s values in terms of cultural, human and individual will also

MARKETING CONCEPT 5
influence what she considers of value. The effort and time the Jody devotes to the selections of
the gym/training studio membership will differ according to the situational elements. One factor
that will determine the efforts and time dedicated to the product choice is the Jody’s involvement
with the product often denoted as product involvement, but it is a user that is involved.
Since the products that Jody is involved there is a limited degree of user involvement, where the
investment in time, money and effort, is quite vast and the result is critical to self-image, then the
search becomes more time consuming, meticulous and rigorous. Therefore, Jody will be
involved in seeking advice from more experienced consumer such as her friend Jennifer. But,
Jody seeking the help of specialist service providers such as F45 and gym consultants is more
vital with increased investment risk (F45, 2019).
Since this step for Jody could be either extensive or limited decision-making, she will generally
compile a list of alternative products. It is a probable that when Jody-product involvement is high
that their degree of exertions will be higher and that some brands will be rejected and accepted
according to the Lody’s preference. Even though it will differ from one user to another, the
products benefits, risks and costs will be evaluated against a framework of values, products risks
and qualities, cost, and situational factors (Fanning, 2019).
For several users, brand reputation is essential aspects. The brand influences how Jody search for
information and organise their estimation worth. Some users will form their reflected set of
products from known brands. Brands that the users cannot recall from a past encounter or
acknowledge when searching for info are excluded from the considered set of products. Notably,
branding also permits users to have a conversation with other users, to seek the advice of more
experienced users, and to search more actively and efficiently (Fanning, 2019).

MARKETING CONCEPT 6
Another aspect that influences the user’s decision making is the consumer’s familiarity with the
product category and the brands within the division. Therefore, Jody can generally search data
both internally and externally to make informed decision. When the consumer is unfamiliar with
the brand; there is little product knowledge. Thus, the search will concentrate on getting
knowledge from external information. Then, afterwards, the consumer can estimate product
qualities before purchase and evaluate products qualities post-purchase.
Risks are future scenarios played out in the user’s mind. For instance, the Jody may consider the
risk when purchasing a membership, but when reflecting on the training, the conclusion may be
that it was a great experience and well worth spending every coin. Therefore, one could conclude
that users are estimating the perceived risk of getting the product qualities, while users, who have
experienced the product, can assess the merits received at the time of delivery. Thus, estimation
and assessment are entirely different routines. Strategically, both users and consumers use a
brand to reduce perceived risk. Users create a relationship with the organisation and brand to
control the risks. Moreover, the organisation’s regularly are required to execute approaches that
may have a short-term negative influence on the organisation.
Task 3
Product consideration assists the organisation to comprehend the type of the product and identity
important for user considerations. It is also crucial that the product considerations are discussed
in connections with the buying decision process and the loop of satisfaction. The health and
fitness sectors are among multi-dollar companies flourishing with seemingly unending amount of
diverse types of training amenities around the globe, all with their perks and benefits. Around the

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globe, individuals are requesting novel and different training methods and personalised
guidelines to attain their wellbeing and fitness objectives.
Product leadership
Product leadership denotes to a company that offers a superior product, one with a distinctive
product value propositions in the notion of a target market. An organisation that have products
leadership as a strategic intention not merely focus on creating their competitors’ products
obsolete but to design and develop products that their win existing products obsolete. According
to the marketing concepts, the organisations that appropriately satisfy their users’ need are best
positioned to satisfy their organisation’s needs.
The F45 build Group-training amenities that feature the most active and dynamics training styles
up to date (F45, 2019). The firm has sought the best types of workouts and also wants to find a
means to vary those workouts each day and make them available to numerous masses. The
facilities have charismatic instructors, who lead the workout to inspire individuals to realise their
prospects. The facility wanted to build systemised, structures and rigours training structure that
could be executed around the globe.
Product positioning
Product positioning is the position a brand has in the user’s mind; it is the users' attitudes and
mind to the trademark. Product positioning links merchandise to a products category and then
addressing a positioning within that product class. The initial step is creating awareness and
initiating how a specific product satisfied the core needs required for the product category. Then,
how the best product fulfils the requirement of an identified class of users. Product positioning is
a continuous and each routine comprises marketing communication both externally and

MARKETING CONCEPT 8
internally. Brand re-positioning is modifying the user’s beliefs to already existing product;
sometimes denoted as re-branding.
Established in Australia, F45 training develops three distinct leading-edge wellbeing training
styles into single, compelling and perfect grouping training encounter for its associates. The
amalgamation of three exercise concept has led to progress of 31diverse, 45-minute training
encounters. The joint of cardiovascular, interval and strength exercise has been verified to be the
most active training approaches for building lean muscle and burning fat (F45, 2019).
Product value proposition
From a user's perspective, the overall product encompasses the subjective and objective, and the
material and non-material product qualities. The product value proposition is how the entire
brand offering is addressed with the targeted users and how does this brand offering realise the
needs of the users when equated to another offering within the reflected set of products. The F45
offer users will premium fitness experience through training system and also provide a
distinctive fitness sector through low cost set up, and highly involved society through the
franchise web. The services of the company thrives both in suburban and urban centres where the
time is of essence. F45 is tried and tested routine to optimise margins for health benefits for
clients (F45, 2019).
Product uniqueness
From all the product consideration, we can see that all products have a degree of originality and
it is through the uniqueness that user reflects the unique product value proposition and this
determines the product choice. The G45 is ever-developing and dynamic leader in innovation
across the fitness and health industry offering a 45 minutes circuit exercise workouts, high

MARKETING CONCEPT 9
intensity, for all members. F45 differentiate itself from rivals with successful-proven framework
for franchisees. The company offers distinct business chances in the fitness sectors through high
margin, low cost and high involved society through the franchise network. F45 has generated a
highly useful team exercise program. The pairing of interval cardio and strength training is the
most effective method of burning fat and building lean muscle (F45, 2019).
Task 4
Just like the product considerations and the brand layers, pinpointing and evaluating the
components of the product is a vital portion of a marketing and product audit, and business-
marketing planning routine. In many brands, there are six products components; ideas, goods,
experiences, services, place and people. This part will start to discuss the most important to the
least crucial product components.
Services: it is important to notes that services are embedded in all products. The service
components bring goods to the market and the users. While not all products have goods
components, all products have service components. Therefore, I consider for the Gym training;
the services are essential than goods. Not all brands are goods dominants products, irrespective
of which product components are the dominant components; but, the service product components
will be existence and will be a determinant product component.
Goods: when individuals think of products, they regularly restrict themselves to goods and
overlook the other components of the assets. For instance, in the F45, they have durable goods
that are products that offer a particular long-term utility and when they no longer offer that
utility, maybe stored, disposed of, sold, recycled or re-used. Durables are products having more
permanency and are utilised continuously or regularly (F45, 2019).

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Place: one of the product components which is most overlooked or given mild focus is the place
components. Some tend to view the area as a physical location. Currently, some scholars argue
and regard the place as more holistically and that it can differ according to the product’s nature.
Therefore, a site is the setting in which the brand is bought and delivered. A place can be a
where goods are exchanged; service performed as in case of Gym training or where the ideas are
communicated. Therefore, it is crucial to note that place to the marketer is not just the location
where the brands meet the user; it is a value-adding component of the products.
People: companies are all about individuals; firm’s functions through people and business
victory are about generating valuable links. From a product component perspective, people are
the human skills, qualities and interactions that assist the production, and product delivery. Thus,
the people components comprise the social value of a product. Business failure and success is
regularly determined by the cumulative outcome of the entire link between the product recipient
and provider. People usually break or make the experience (Fanning, 2019).
Ideas: it would be quick to underestimate the importance of ideas product components. Ideas as
a product element are the knowledge that is moved from one party to another, the product info
that backs a product to be reflected, equated and bought. Ideas communicate the value
proposition of the product and position a product in the marketplace. For several companies, one
idea that requires to be communicated is a unique product value proposition that establishes price
comfortably within the target market. The product ideas assist users in estimating, evaluating
and assessing a product's quality throughout the buying-consumption routine. Thus, an idea can
be thought from two perspectives. One is the user’s viewpoint perspective and the second from
organisation’s perspective. From an organisation’s standpoint, concepts comprise approaches
that it uses to go to market. From a user's viewpoint, ideas address the distinctive value

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proposition of the brand and the product. Therefore, thoughts are the basis of marketing strategy
for the brand and the product.
Experiences: an experience can be a dominant or determinant product component. As a product
component, an adventure is an occurrence, event or encounter that leads users to have an attitude,
emotions, impression and knowledge. Experiences are the impressions user gets after a series of
interactions with an organisation and product. Experiences can leave the user with a positive
effect or a negative one. Furthermore, to have brand experience, a user must have had an
interaction, contact or encounter with the brand and a subsequent reaction that is subject to some
critical evaluation (Fanning, 2019).

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References
F45. (2019). Join the future of fitness. Become an F45 Owner Today. [Online]. Retrieved on 6th
April, 2019 from: https://f45training.com/own-an-f45/
Fanning, S. (2019). The Marketing concept [e-book). 4th ed.pp.6-150. [Online]. Retrieved on 6th
April, 2019 from: http://www.themarketingconcept.com/the-buyer-decision-process/
References