Firm marketing concepts

The marketing concept is a set (a single complex) of basic views and methods of doing business that are aimed at achieving the strategic goals of the company: customer satisfaction and profit.
The concept of marketing - tasks whose solution is necessary for the implementation of the marketing activities of the company.

The essence of the marketing concept of doing business is that the activity of the entire enterprise (the work of all departments) is aimed at the client and meeting his needs in order to establish permanent business relations with him.

A variety of needs, a variety of ways of satisfaction was expressed in 4 principles of a multi-attribute concept of goods:

1. The consumer does not purchase the product , but the benefit that lies in the product (drill - hole).
2. Different products can satisfy the same need (new ideas for business).
3. Each product is a set of attributes (certain properties or qualities of the product that the consumer is looking for in the product).
4. One and the same product can satisfy different needs.

Marketing is the most important activity of the enterprise.

1. Production concept ( production oriented concept)

• Consumers prefer affordable and affordable products.
• Relevant for business during a recession.
• The main problems of firms are related to the acquisition of factors of production and the financing of this production. There is no competition at all. Enterprises are focused on achieving production efficiency through cheap raw materials, lower prices and mass marketing.

2. Product concept (product-oriented concept)

• The consumer prefers products with the highest quality.
• It is relevant during the period of economic and technological growth. More goods enter the market than the consumer can acquire.
• Sales is becoming a problem, despite an increase in advertising . Improving product quality by creating new product samples.

3. Focus on sales (sales)

• Consumers will never voluntarily buy the company's products, so the company must pursue an aggressive sales policy and intensive marketing of goods.
• For companies with a limited market segment.
• The company's goal is to focus on sales, but not the production and sale of goods that the market needs.
• Thus, marketing is aimed at increasing sales by increasing advertising and marketing efforts (a variety of sales tools and methods).

4. Marketing itself (In the mid-50s of the 20th century)

• When focusing on sales management attention is focused on the needs of the seller, and marketing on the needs of customers.
• When focusing on the consumer, marketing tools become diverse: advertising and marketing methods, pricing , accessibility.

5. Socially responsible marketing (humanistic and environmental)

• Social ethical issues are taken into account in business. Supporters are based on achieving a certain balance between the profit of the company, customer satisfaction and the public interest.
• A third party appears - society and responsibility to them. Responsibility for false information in advertising.

1. Abramova G.P., Kasaev B.S., Gadzhinsky A.M., Marketing - Infra-M, 2003 - 173 pp.
2. Sinyaeva I.M., Zemlyak S.V., Sinyaeva V.V., - Marketing Communications - Publishing House Dashkov i K, Moscow, 2005