Which of the five marketing managment concepts best describe Build-A-Bear workshop

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krishna-agrawala | College Teacher | (Level 3) Valedictorian

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Kotler and Keller (2006) have identified five distinct marketing concepts or orientations that have evolved over a period of time, and different companies today may organize their marketing efforts in line with anyone or combination of more than one of these marketing concepts. These concepts are:

  1. Production concept
  2. Product concept
  3. Selling concept
  4. Marketing concept
  5. Holistic marketing concept

Among these five marketing concept the approach followed by Build-a-bear is closest to the marketing concept. The core of this concept is to find the right product for the customer rather than the right customers for a product. The core strategy of Build-a-Bear is very much centers on allowing each customer to personally design the product he or she wants. This way it represents the ultimate in the marketing concept.

Reference:

Kotler P. and Keller K.L., 2006, Marketing Management, Twelveth Edition, Pearson Education, New Delhi.

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