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:
- Production concept
- Product concept
- Selling concept
- Marketing concept
- 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.
Kotler P. and Keller K.L., 2006, Marketing Management, Twelveth Edition, Pearson Education, New Delhi.