5 Essential Marketing Concepts You Should Know

Marketing isn’t exactly a monolithic sport. There are many different approaches and philosophies involved, each of which represents a unique avenue for you to tackle your business objectives. Sometimes you’ll focus exclusively on one marketing concept at a time. Other times, you’ll mix and match and create something uniquely your own. 

What Is a Marketing Concept?

Generally speaking, there are five approaches or concepts that can play an important role in your marketing strategy. These marketing concepts are: 

  • The production concept
  • The product concept
  • The selling concept
  • The marketing concept
  • The societal concept

Sounds complicated? It’s not that hard to learn the principles of these marketing concepts. Let’s break down each of the types of marketing concepts and see what they entail.

The Production Concept

Businesses need to meet customer needs and wants to succeed, and the production marketing concept speaks to this reality. The production marketing concept assumes that consumers prefer products that are easily available and inexpensive — which explains why companies try to produce everything in high volume at a low cost, rather than in low volume at a high cost. 

The production marketing concept is based on an operations-oriented approach that businesses employ since it takes into account both what goes on during the production process and how these operations influence consumer preferences.


The production marketing concept argues that consumers will buy readily available products and at a reasonable price. Imagine that you see your favorite shoe brand advertised on social media as having limited-edition products for $1,000. You’re probably not going to buy those shoes because you can’t afford them and there aren’t any close enough stores where you live. If those shoes were $25 and available in many stores all over, you would probably buy them. 

This is why we use production marketing principles. We want our products cheaply and easily accessible to us whenever we want.

The production marketing concept isn’t particularly difficult to follow. It states that products are more desirable when they are readily available at reasonable prices. The opposite of these principles is true as well, so if something is either too expensive or too hard to get, people won’t want it. 

This marketing concept also takes into account that consumers want their product in an easy-to-access format. They don’t want to do much extra work to get their desired product, which is why items like Uber and Netflix are so popular. If you can easily access a product or service when you need it, you will be much more likely to make purchases.


The production concept is effective because it speaks to our deep-seated human need for immediate gratification. The more supply there is of a particular product, the lower its cost is likely to be. Consumers will opt for products that are easiest and cheapest to access. 

This leads us to some simple insights about what makes successful products: price, promotion, distribution, and convenience. Companies who want to tap into their customers’ desire for instant fulfillment know they must produce more than just quality goods. They must find new ways to distribute those goods quickly and inexpensively.


Production may appear to be a rigid, traditional approach to marketing. Since it favors the mass production of goods, it does not provide for much variety. This could turn away customers who are looking for something different or unique. 

Furthermore, if your company is struggling financially, production might lead you to overproduce goods that are never purchased by consumers or that become obsolete before they can be sold. This could create excess inventory and other problems for your company.

The Product Concept

A product concept is a perception or image of how consumers imagine and understand their experiences with a product or service when making purchasing decisions. Understanding this concept is the first step in the marketing process when designing, developing, and launching new products and services.

A product concept, in essence, describes how customers use products in their everyday lives and how certain features of those products are important to them. Depending on your industry, it may be possible to increase prices without losing sales because consumers are willing to pay more for perceived higher quality or convenience.

Though there are no hard and fast rules when it comes to product concepts, there are some things you can do to develop an effective product concept that will help your brand appeal to its targeted audience and increase overall sales for your company.


A product concept is not only about identifying products that will be sold to potential customers. It also includes identifying features of these products. 

If you are thinking of selling edible oil in your store, for example, you need to identify edible oils that will be beneficial for your consumers so they don’t have to do any kind of research before buying it. If you are selling automobiles, you need to identify the basic benefits of your automobile so people aren’t confused about how it works or what problems can come with it. 

You want these products to be unique and stand out compared to other competitive businesses around. Having a good product concept will help grow new businesses because potential customers have something interesting to look forward to when it comes time for them to purchase their next product.


To compete in today’s global economy, it is very important to formulate a strong product concept. A good product concept will help you and your management in designing your products with care and precision.

Along with getting your product design right, it gives you an idea of how to approach the public and potential customers with tactfulness. With a great understanding of what people want — including how they react to different marketing strategies and where they stand when making their purchase decision — it becomes easier for business owners to get into various markets without facing too much trouble. 


If we closely look at the product concept we can see that it focuses more on business output and less on customer satisfaction. This marketing concept only looks at potential customers and their preferences about products. It doesn’t consider consumer satisfaction and has no effective method of competition. 

The disadvantage of using this concept in business is that one cannot determine if they will be able to satisfy their customers with just a product or not. Companies with low-quality products will most likely find it difficult to succeed in their business and they may even go out of business because they were unable to satisfy their customers. 

Additionally, companies that focus solely on producing high-quality goods might face difficulties in competing with competitors who also produce goods that are equally good but available at a lower cost.

The Selling Concept

The selling concept has been used by businesses since the dawn of commerce to sell their products and services to customers. The basic idea behind the selling concept is that people will not buy enough of a business’s product, so businesses need to persuade them to do so. People who choose to use this marketing concept must be good at doing market research, finding potential customers, and convincing them to do business with the company in question.

The selling concept is based on persuasion. It takes place when businesses persuade customers to buy their products instead of those of their competitors. The aim is to convince customers that they need your product, rather than your competitor’s. 

To succeed in doing so, you must be good at finding potential customers and persuading them to buy what you are selling. You might use incentives or discounts, or maybe you’ll just be entertaining and engaging enough to get people talking about how great it would be if they could buy what you sell.

The Marketing Concept

The marketing concept is one of the most popular concepts in marketing, particularly in business-to-business (B2B) and business-to-consumer (B2C) markets. This concept believes that success depends on your marketing efforts delivering value to customers, which will make them loyal customers who come back again and again. 

The marketing concept focuses on both needs and wants, which enables you to understand how the market sees your product, what they want out of it, and how they want it to serve their needs better than competitors’ products do or can do in the future.

If you’re building a business, it’s crucial to understand your marketing concept. At its most basic level, marketing is about selling value — to consumers, employees, investors, partners, and everyone else who could be impacted by your company. An understanding of marketing concepts helps give you that clarity.

Key Takeaways

Having said all that, here’s what should you bear in mind going forward: 

  • The production concept: It’s about building more products inexpensively and as quickly as you can crank it out. Focus on this when saturating the market benefits you.
  • The product concept: It takes a detailed, holistic view of your product and highlights everything good about it. This is what you focus on when you want your customers to know what problems your product solves.
  • The selling concept: It recognizes some important business truths and brings the sales process to the fore to counteract them. This can be a business-saving approach, especially when things aren’t going your way.
  • The marketing concept: It’s what you emphasize when you find yourself in a market with many similar products. How do you stand out? The marketing concept tries to segment and capture a piece of your industry’s target audience.
  • The societal concept: When consumers want socially responsible companies, the societal concept answers the call. This by its very nature places “the good” over profit, but it can be tricky to pull off for that same reason.

As you can see, these concepts of marketing represent schools of thought from which you can approach your marketing efforts. You may never use some of them or you may use all of them. What you choose and when depends on the totality of your environment, which includes the kinds of customers and the overall social climate in which you live. Think about your strategy carefully and never be afraid to experiment.

A business in today’s world will need to ask itself the following question in relation to this marketing concept: Are businesses that create products people love acting in the best long-run interests of consumers and society?

For example, McDonald’s and other fast-food restaurants and not really getting this “societal marketing thing…” Most fast-food companies offer tasty but unhealthy food. (The bane of our existences)

The food typically will have high fat content and will then supplement those meals with fries, pies and soda which also are not healthy choices either. The food is then wrapped in convenient packing which most times ends up on the ground somewhere as waste.

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