Marketing Concepts and Examples and Examples

Marketing Concepts and Examples and Examples

Marketing concepts-The increasingly fierce business competition makes many business people start looking for the best way to maintain their business. One of them is to use the marketing concept.

By understanding what a marketing concept is, you can determine a business strategy that fits your company’s products and services. This can help you to get maximum sales results.

Understanding Marketing Concepts

Marketing concepts

The marketing concept is a concept used to maximize profits. You do this by meeting customer needs, increasing sales, and beating competitors. The focus is on understanding customer needs to create a profitable relationship between the customer and the company.

The marketing concept is also known as the marketing concept. This concept is different from marketing in general, which focuses on the process of selling goods or services with the right promotional techniques.

In addition, the marketing concept also uses marketing data to map customer needs and wants. That way, the marketing strategy can be effective. For example, promotional materials between customers who want to buy cheap products will be different from customers who are looking for good quality products.

3 Things to Understand in Marketing Concepts

Generally, a company uses the marketing concept when determining the main points that they want to highlight during a promotion. However, there is a more basic concept to answer the same question.

Here are three important things you need to understand when running marketing.

  • Needs (needs). Something that is necessary for the continuation of life. For example, food, shelter, self-development, and security. The most suitable in the marketing concept is the marketing concept, and the social marketing concept.
  • Desire (wants). Something that is desired in human life. The marketing concept that is suitable to fulfill the desire is the concept of sales.
  • demands (demands). When wants and needs are supported by abilities, demands will arise. The product concept is a marketing concept that can meet customer demands.

Marketing Concepts and Examples

There are five ideal marketing concepts that business people need to know. The following is an explanation of marketing concepts and examples:

1. Production Concept

The production concept assumes that consumers prefer products that are affordable and available in large quantities. This requires management to focus more on the production and distribution process. This concept focuses on increasing production and producing cheap goods in order to minimize production costs.

Hence, with this production concept, product supply will always be high and there will be no shortage of goods. The goal is definitely to increase business profits. So, the more products produced, the more sales will increase.


China is a country that applies the concept of production. The majority of products made by China fall into the category of need and demand. You must be familiar with products made in China.

For example, such as smartphones and accessories. Many household appliances and other electronics also come from China.

This product made in China does feature a relatively cheaper price. This is what makes potential consumers interested in buying and using their products.

2. Product Concept

The product concept is a concept in which customers prefer products that are quality, useful, and have the required features. This concept becomes important because you have to fulfill customer demands and desires. You do this by focusing on marketing strategies and improving product quality and features.

In the product concept, the company not only gives identity to the product, but also adds functional value. This allows customers to feel the benefits of the product.


Apple is one of the largest technology companies in the world and belongs to the category of needs and wants. Apple’s main products that are widely known to the public are the iPhone, TV, iPad, and Macbook.

The company follows the product concept by prioritizing product quality. This can be seen from the features in Apple products that have succeeded in becoming a technology trendsetter for other brands of electronic goods. So, do not be surprised if the price can be very expensive.

3. Sales Concept

The selling concept is a concept in which customers will not buy your goods, unless you do sales and promotions on a large scale. This concept makes business people have to carry out promotional activities continuously.

You have a duty to motivate and persuade customers to want to buy the products offered. The sales concept is usually appli to large companies that often create massive promotional campaigns. For example, advertising cigarette products or e-commerce.

In other words, the sales concept only focuses on increasing sales. Regardless of the customer need it or not. So, this concept does not care about the company’s relationship with the customer.


Shopee is one example of the application of the sales concept. Their companies often do massive advertising. Especially on pretty dates, like 12.12. The ad is a superior marketing strategy that is able to attract customers.

Not only that, Shopee also often provides discounts and flash sales through its official application and website. In addition to affordable prices, Shopee also provides free shipping vouchers and cashback. This is what makes many people interested in buying products on Shopee.

4. Marketing Concept

The marketing concept is a customer-oriented concept. That is, the company will place the customer in the marketing process that is carri out. So, you need to build a strategy that can make customers sure to buy the product.

Some of the ways that you can apply the marketing concept are content marketing, advertising, advertising, influencer marketing, and native advertising. You can even combine several strategies at once to build product branding to customers.

Not only that, the marketing concept also focuses on certain market segments. Because the needs of each customer segment will be different. Hence, the promotion strategy used is also different.


Coca-Cola or Coke is a brand that applies the marketing concept. They use the 4P marketing strategy, namely product, price, promotion, and place. Coke implements a product marketing strategy, namely by displaying advertisements in various media.

Coke utilizes social media as its primary marketing tool. In addition, Coke also sponsors several important events, such as American Idol and various Olympics. This is what makes Coke able to reach its target market globally. So, people are no stranger to this brand.

5. Social Marketing Concept

The concept of social marketing is one of the modern and newest concepts in marketing. By applying this concept, companies can participate in improving the welfare of the community.

This is because the concept of social marketing places human well-being and the balance of nature above short-term gains. Companies that run this marketing concept will focus more on long-term profits.

This is done by ensuring that the products market increase the income of the surrounding community and do not harm the environment. Because, when both have problems, the business will stop operating and profits will certainly be lost.

That’s why, companies that apply this marketing concept have roles and responsibilities in various social and humanitarian activities.


Brand The Body Shop, one of the well-known cosmetic brands that uses the concept of social marketing. Their company uses only plant-based ingredients for every product and is against animal testing. This is done because they are aware of the social and environmental problems they are facing.

In addition, The Body Shop also actively participates in humanitarian campaigns. For example, establishing a charitable foundation. There are at least three programs fund by The Body Shop Charitable Foundation, namely animal protection programs, human rights protection, and environmental protection throughout the world.