Advertising conception idea
Marketing concept: the marketing concept concentrates on the need of the customers. This concept says that product should be designed and produced keeping in mind the need of the customer and try to satisfy the need better than the competitor so according to marketing concept the customers satisfaction is the pre-condition for realizing firms goals and objectives. Under marketing concepts firms don’t sell what they have but they produce and sell what customers want.
The firms adopting marketing concept give importance to two important market forces. These are customers and competitors as the firms keep a close eye on the needs and wants of customers-orientation and constant vigil on competitors is called customers-orientation.
Societal concept: although marketing concept is satisfying the needs of customers in the best possible manner but then also it has attracted criticism from people who are concerned about society and environment. They argue that companies should not blindly follow the goal of customer satisfaction. This may lead to many social and environmental ills for example; a customer may want to have drugs. Some products bring harmful effects on environment so these should not be supplied only to fulfill the goal of customer-satisfaction. The customer’s satisfaction must be within the ethical ecological aspects of our society.