What is a Marketing Concept - Essay Example

A concept is the overall idea or structure of something and marketing is how a product is moved through a channel to reach its target consumer. A marketing concept embraces the philosophy that a good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group. The crux of good marketing is being able to communicate the benefits of the products to consumers so that they will choose the product over competitors' offerings

A concept is the overall idea or structure of something and marketing is how a product is moved through a channel to reach its target consumer. A marketing concept embraces the philosophy that a good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group. The crux of good marketing is being able to communicate the benefits of the products to consumers so that they will choose the product over competitors' offerings

Although marketing communication is by its nature creative, it should always be strategic and thoughtful as well. Advertising should interest and motivate the target audience  while creating a desire for the product. For instance, some advertising attracts attention, but seconds later, the product itself is forgotten. Good marketing keeps products in the target consumer’s mind. Each marketing concept must also fit in with a company's advertising budget.

MARKETING CONCEPT

            A number of authors have defined marketing concepts.  But overall, it is narrowed down to a definition that explains how a business successfully moves its products from its factory to the consumer.  In the explanation of Cyprus (n.d.), the marketing concept is a strategy that always keeps in mind what the consumer needs and wants. It is a concept based on the philosophy of the importance of customers in the business and uses communication as a basic approach to bring the benefits of the product to the attention of the consumer. Several strategies are done so that interest in the product is created, desire to purchase the product follows, and finally the action of purchase of the product and choosing over other competitive offerings

            A marketing concept is a justification for the existence of the business. Stanton (1975, pp. 14-15) describes this as a process set in three perspectives. First, planning, policies, and operations that are customer-oriented.  Second, a profitable business goal is established; and third, all marketing activities are organizationally integrated and coordinated. All these perspectives are taken altogether recognize the marketing functions and the organizations of a business.

2. Analyze the concept with personal experience

                     Since the marketing concept is basically concerned with the satisfaction of customers, the best marketing strategy, I may say is in the form of benefits to customers. Talking of benefits, we may refer to benefits as something that is giving someone emotional or financial benefits from the product. Gumpert (1995, pp. 92-95) refers to emotional benefits that could be used for marketing strategies such as those that capitalize on emotions of fear, love, hope, guilt, and convenience, while for financial issues,  it could refer to increased profits or value pricing. These features make the product stand out from the others, or make it a unique proposition.  An example of a unique selling proposition is Air Asia.  This airline was able to create a niche for itself in the budget fares airline industry by offering travel fares at a lower price than many competitors. It has become the leading low-cost carrier in Asia (Rediff.com) The Company appealed to benefit of savings or economy a customer derives from flying via Air Asia.

                 The promise of emotional and financial benefits most often drives customers to buy a product. For instance, McDonald's uses both strategies in its campaign. McDonald's aroused the interest of customers through their information of consistent food and taste quality, consistent pricing, and fast service. McDonald's used the appeal for convenience and savings in moving its product to the customers (Firisco, 2009).

Air Asia used the emotional benefits appeal for convenience, as the company stressed the time and efforts saved by travelers by just booking through the internet and mobile phones. The company was way ahead of its competitors and has again applied the unique selling proposition. The core element of the company’s campaign was set on the convenience of travelers of unnecessary hours in going to booking companies for flight bookings.

Universal Studios markets entertainment rather than making movies, Volvo sells safety and prestige, Mercedez Benz is for quality, engineering, and performance.  Starbucks is not just coffee, it is more of a lifestyle and an image.