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   pohnpei397 Teacher
   Community / Jr. College

   eNotes Editor

   Production concept: people will buy it as long as it's available and cheap.  Example -- Henry Ford and the Model T in the United States.

   Product concept: people will want the same product as before but improved, with better features, etc.  Example -- a firm making improvements to film cameras and not realizing digital was the wave of the future.

   Selling concept: people won't buy your goods without a major promotion effort.  Example -- goods that aren't all that sought-after.  In the US, there used to be encyclopedia salesmen or brush salesmen going door-to-door.

   Marketing concept: find out what people want and then fill that need.  Tata Nano car in India.  Based on the idea that people in developing countries want a basic car.

   Societal marketing concept: you should try to improve your customers' well-being.  Example -- companies marketing "dolphin-safe" tuna.  Or "fair trade coffee."

   Sources:

   http://www.ditri.org/finance/marketing-management-philoso...

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   Posted by pohnpei397 on Monday November 2, 2009 at 7:19 AM