Kendal A. Daiger is the director of marketing at Spruce Peak Realty in Stowe, Vermont. She is also the founder of OneL Marketing, a boutique marketing agency that specializes in media placement, brand implementation, statistical analysis, and graphic design. At OneL, Kendal A. Daiger uses marketing concepts to execute result-producing ideas.
Marketing concepts are used to increase sales, beat the competition, maximize profit, and satisfy customers' needs. The selling concept posits that consumers will buy a product only when a company promotes the product. The focus is not on building a profitable and long-term customer relationship but on sales transactions.
The marketing concept adopts the customer-first approach and argues that understanding the wants and needs of target markets and providing those better than the competition is the best strategy for achieving organizational goals.
The production concept centers on the belief that consumers want products that are cheap and readily available. Companies that operate on this concept try to minimize production costs through efficient production processes. Also, companies adopt extensive marketing campaigns and distribution efforts.
The product concept states that consumers favor products with the best quality, innovative features, and performance. As such, companies focus their marketing strategies on ensuring continuous product improvements.
Lastly, the societal marketing concept believes in producing satisfactory products that promote consumer or societal welfare.
