Marketing Concept Philosophy and Performance: A Case of Exporting Companies in the People’s Republic of China

Abstract

In carrying out marketing work, an organization may use one or a combination of the following philosophies or concepts which Kotier (1994), described as: (1) the production concept (2) the product concept (3) the selling concept (4) the marketing concept and (5) the societal marketing concept “The production concept holds that consumers favour products that are available at low cost and that management’s task is to improve production efficiency and bring down prices. The product concept holds that consumers favour quality products and that little promotional effort is thus required. The selling concept holds that consumers will not buy enough of the company's products unless they are stimulated through heavy selling and promotion. The marketing concept holds that a company should research the needs and wants of a well - defined target market and deliver the desired satisfaction. The societal marketing concept holds that the company should generate customer satisfaction and long-run consumer and societal well-being as the key to achieving both its goals and responsibilities". (Kotler, et al. 1994 p. 18)