Definition of Concepts in Marketing

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One of the main problems that become an obstacle in marketing is the number of competitors in the market itself, both from similar products and from other products.

This is the main issue that must be prioritized by a company if you want to continue to exist in business competition.

Intense competition and ongoing changes must be learned by marketing management to proactively anticipate changes that occur both for the present and the future.

MARKETING DEFINITION

Marketing is one of the main activities that need to be carried out by companies, both goods, and services companies to maintain the viability of their businesses, to earn profits and to develop.

That is because marketing is one of the company's activities, which is directly related to consumers. Then marketing activities can be interpreted as human activities related to the market.

Besides, there are also three opinions about marketing, namely:

Marketing is a whole system of business activities proposed to plan, determine prices, promote and distribute goods and services that satisfy the needs of both existing and potential buyers. (William j.Stanton, 1978)
Marketing is the implementation of business activities that result in the flow of goods and services from producers to consumers. (The American Marketing Association)
Marketing is a social and managerial process where individuals and groups get their needs and desires by creating, offering, and exchanging things of value with each other. (Philip Kotler, 1995)

Based on some of these meanings, marketing consists of actions that cause the transfer of ownership of goods and services and which give rise to their physical distribution. The marketing process covers the physical and non-physical aspects.

The physical aspect involves moving goods to the place where they are needed. While the non-physical aspects in the sense that the seller must know what is desired by the buyer and the buyer must also know what is sold.

MARKETING CONCEPTS

As for some notions from several figures about the concept of marketing.
The marketing concept is a business philosophy that determines consumer needs and social and social requirements for a company's survival according to Swastha.

While another definition states that the concept of marketing is to be more effective than competitors in integrating marketing activities to determine and satisfy the needs and desires of the target market according to Kotler.

Five marketing concepts underlie the way companies do marketing activities, namely:

1. Production-oriented concept

This concept holds that consumers will choose products that are easily obtainable and inexpensive so that the main focus is to increase production efficiency and expand distribution coverage.

Companies that apply this concept are more oriented to the lowest possible cost of production. So they prefer to look for items that can be mass-produced & automated.

Of course by paying attention to the availability of raw materials that must be easily obtained.

This concept is more focused on reducing production costs to procure cheaper products or services. And very can be adopted for businesses that have large distribution channels.

The weakness of this concept is the advantages of stock. This often happens if the product being produced is not absorbed by the market. So that the market validation process about the product is very crucial.

2. Product-oriented concept

This concept holds that consumers will choose products that offer quality, the best performance, and other innovative things so that the main focus is to make better products and strive continuously to improve them.

So before making a product, you should think about how the product can be used continuously by consumers.

This concept is indeed focused on customer satisfaction because they think of what will be their satisfaction when using the product.

But to make a quality product, of course, there are appropriate material standards. So usually the finished product is expensive.

This is certainly not a problem, because companies can target a more established market. And in my opinion, this strategy is very good to do given the higher profit margins. Make the company survive in the market.

3. Sales-minded concept

This concept holds that if consumers are left alone, consumers will not buy enough of the company's products. Therefore, companies must conduct aggressive sales and promotion efforts.

Companies with a sales concept have a marketing strategy by taking away or a good sales effort. Indeed, all companies naturally think about sales.

But here, they are trying more so that they can sell or promote their products as well as possible to their consumers.

Clarify their Marketing Targets by finding consumers who can become loyal customers of their products. Because usually their products are made with the best quality and price.

Products from this company are generally used by consumers because it becomes a daily necessity. Consumers tend to use one type of product for their various daily needs. Because you already know and feel for yourself how the quality of the product.

Especially if the quality and price of the product are following the wishes and needs of consumers. So it will be difficult for someone to move to another product that does not necessarily provide the same quality and price.

4. Marketing concept

This concept holds that the key to achieving organizational goals consists of determining the needs and desires of the target market and providing desired satisfaction more effectively and efficiently than the competition.

This concept is based on four main joints, namely the target market, customer needs, coordinated marketing, and profits.

There are separate differences between so-called sales and marketing. If sales are an effort that emphasizes more on the type of product being sold.

While marketing is an effort that is more focused on the needs and desires of the target consumers of product marketing.

With this concept, the main goal is to produce products that can satisfy what the customer wants and needs.

Their motto is customer satisfaction is everything. For this reason, product quality is the main thing.

This concept can provide good sales momentum in the future. Especially if customers who have already tried the product, will promote it to their relatives.

5. Concept of marketing-oriented society

The next concept in marketing is a concept that focuses on marketing or marketing within the company itself.

This concept holds that the company's task is to determine the needs and desires and interests of the target market and fulfill it more effectively and efficiently than its competitors by maintaining or improving the welfare of consumers and society.

In this concept, the company only sees what is needed and desired by consumers. But also see what impact the benefits can be felt by the wider community.

For example, in-car products, a car company will innovate to make a fuel-efficient car. Following what is desired by consumers.

The company will try to make cars that are fuel-efficient and environmentally friendly.

The purpose of this concept is to attract as many consumers as possible. In the sense that they consider is not the satisfaction of consumers who use the company's production car alone.

But also the satisfaction of the people who did not use the car but were affected by the pollution released by the car. If the car is also environmentally friendly, more consumers will like the company's car products.

Those are some types of concepts in marketing that you can learn before making concepts in depth.

Which Marketing Concept is the Best?

Determine which concepts to be used clearly must pay attention to the type of product to be made as well as the target market. Only then can you determine the marketing concept that is right for you.