Marketing S.S.S.1 First Term

WEEK 5

Marketing Concepts

Performance Objectives

 Students should be able to explain:

1.Concepts under which organization conduct marketing activities.

        2. The production concept

        3. The product concept

        4. The selling concept

Content

1.Concepts under which organization conduct marketing activities.

2. The production concept

3. The product concept

4. The selling concept

Marketing Concepts

The following scholars view the marketing concept as reproduced below:

Keith (1960): " a managerial philosophy concerned with the mobilization, utilisation and control of total corporate effort for the purpose of helping consumers solve selected problems in ways compatible with the planned enhancement of the profit position of the firm".

Baker (1974): "the customers want satisfaction is the economic.... View More