Evolution of Marketing Philosophies (Marketing Concepts) | Principles Of Marketing

Evolution of Marketing Philosophies (Marketing Concepts)
Principles Of Marketing
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Management Notes

Marketing Concepts are popularly called marketing philosophies which clarify how the marketing activities of the organization from the past to present are guided.As per the history or evolution of the human civilization, the history of the marketing concept also evolved.As time passes by, With the changing human needs and competition in the market, different marketing concepts have been evolved with respect to time.The major concepts of marketing that have evolved with time are as follows:

Old Marketing Concepts

  • Production Concept
  • Product Concept
  • Selling Concept

New Marketing Concept

  • Marketing Concept
  • Societal Marketing Concept
  • Holistic Marketing Concept
  1. The Production Concept (1770-1820){Slogan-“we can sell”}
    Production concept assumes that consumers will favor those products that are available and highly affordable so they should focus on improving production and distribution efficiency.
  2. The Product Concept (1820-1930):{Slogan-“we make what we can sell”}
    Product concept assumes that consumers will favor those products having good quality, performance, and features so the organization should focus on product improvement.
  3. The Selling Concept (1930-1950):{Slogan-“we sell what we make”}
    Selling Concept assumes that consumers will either buy or not buy enough of the firm’s product unless the firm makes a substantial effort to stimulate their interest in its products.This concept believes that people will buy more products and services if means of aggressive selling is adopted.

  1. The Marketing Concept (1950-1970):
    Marketing Concept believes that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.Marketing Concept takes an outside-in view that focuses on satisfying customer needs as a path to profits.
  2. The Societal Marketing Concept (1970-2000):{Slogan-“we are not free from social responsibility”}
    Societal Marketing Concept believes that company should make marketing decisions by considering consumers’ wants, company’s requirements, and society’s long-term interest.It emphasizes social consciousness as part of an overall marketing plan.
  3. The Holistic Marketing Concept (2000-21st Century):{Slogan-“Develop Corporate culture”}
    Holistic Marketing Concept believes on development, design and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies.

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