TRADITIONAL APPROACH- focused CONTEMPORARY APPROACH-
on production methods, product centered on customer, relationsh
quality, and effective selling methods and the well-being of society.
as profit drivers in marketing.
1. The Production Concept- lower production
costs resulting in lower prices. This concept
assumes customers prefer products that are
inexpensive, affordable, and widely
available. Efforts are concentrated toward
expanding distribution, and improving
production efficiency.
2. The Product Concept-This concept assumes
that customers will always prefer and patronized
products of high quality. Resources are focused
on product improvement and innovation.
Product attributes and features are continuously
enhanced.
3. The Selling Concept- emphasizes aggressive
selling and promotional efforts. It assumes that
customers are generally timid, and must be
persuaded into buying. The objective is to sell
what is manufactured rather than manufacture
what the market wants.
1. The Marketing Concept
The marketing considers the needs o
the customer and the product offere
objective is to provide a solution
customer’s actual or perceived pr
The key is to be more effective
creation, communication, and deliv
this value to customers.
2. The Relationship Marketing Concept
The relationship marketing concept believ
all marketing activities are for the purp
establishing, maintaining, and strengt
meaningful long-term relationships
customers. Extensive customer databas
created maintained, and updated. Cu
profiles, purchase habits, and preferenc
tracked and monitored. This is to ensu
customer’s needs are fulfilled and
relationship with them is maintained.
3. The Societal Marketing Concept
The concept is similar to the marketing con
However, beyond providing solutions to
customers, the societal marketing concept
includes considerations that protect the
customer’s well-being and interests, as we
the interests of the environment and socie