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The five different marketing management concepts (orientations)
14 Jan

The five different marketing management concepts (orientations)

1. Product Concept

This concept is based on product of which the organization creating good quality products and considering that each product chosen by consumers, so that, orientation of marketing is more focusing on operation management for improving products without considering consumers’ satisfaction.

This concept usually not based on actual demand of consumers for providing specific product, it depends on business strategy and its products that theoretically will be accepted by consumers because of good quality, performance and any creativity futures.

This concept is not effective and might fail in more cases, because in current industry, because of availability of too many products, the final decision always refers to consumers for selecting their favor product.

2. Production Concept

This concept based on producing inexpensive products via (mass production) technique, in the context of this concept it can be seen that consumers always accepting low price products so that the company try to make good mass production and distribution system with minimum cost.

In regard to mass production benefits, but economic values of products and availability does not provide full motivation factors to force consumers to select those products, then, this concept might fail if the product not satisfying consumers.

3. Selling Concept

Under this concept, the organization tries to sell all products without considering demand; it uses promotions for making good sell via advertisements for their products.

Usually, promotion helps consumer to understand the benefit of products and then buying, there will be two possible scenarios: good sales according to good advertisement at beginning, but after a period, for bad products, consumers might not return because of bad quality.

This concept is near to right in applying promotion but still not considering customers before making products.

4. Marketing Concept

Marketing concept is based on consumers’ wants and demand of the market. Under this orientation, products and services are provided according to pre-requests by customers, and then providing something that fulfills customers’ requirements.

This concept is very effective because it tries to create well customer-response culture in whole organization that whole organization working to improve everything to make trusts with customers and then being populated in the industry.

Applying this concept require more efforts because keeping customers require continues improvements of old products and also, developing new products.

5. Societal marketing concept

This concept is same as marketing concept except that marketing concept ignores or not considering social factors while this concept considering social factors for improving society.

Products and services after long period influences on culture and whole society, for example: communication technologies changed more social behavior and created new behaviors; also, there are many issues that came with new products so that, in regard to customer based, improving society must be considered in this concept.

According to Apple’s success in marketing, it’s clear that Apple applying ‘Marketing’ concept for (iPhone and iPad). Both products are well and good in more ways, so that, Apple considered customers to provide good products and demands of Apple’s products for new versions (models) of iPhone can provide good evidence.

I can also see that iPad is created under societal marketing concept because of its ability to read e-Books and writing notes or even long text with easier functionalities that satisfy users and also improves society.


  • Reccia Charles (2010) Marketing Basics [Online]. Available from: (Accessed: 09 November 2011)
  • Exforsys Inc. (2009) Marketing Orientation [Online]. Available from: (Accessed: 09 November 2011)
  • James Henley (2011) Marketing Concept and Philosophy [Online]. Available from: (Accessed: 09 November 2011)
  • Philip Kotler & Gary Armstrong (2008) 'Principles of Marketing', 12th Edition, Pearson Prentice Hall, ISBN: 0-13-712827-4 Philip Kotler (2006) 'Marketing Management, Millenium Edition', Pearson Prentice Hall, ISBN 0–536–63099-2

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