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The Competing Concepts

The main aims of this paper are to evaluate and list the advantages and disadvantages of each concept among the competing concepts under which many organizations have successfully conducted their marketing activities, and to choose an effective one among the list of concepts.

The first two concepts are production concept and product concept, and their main advantages are low price and availability. The production concept is considered to be one of the oldest concepts in business and managers very often are really concentrated on achieving three main purposes: low costs, mass distribution and rather high production efficiency. This concept may be used in situations when a company wants to expand one or another part of certain market or in a situation when obtaining of the basic product is important. Thinking about the disadvantages, it is possible to mention that sometimes managers plunge into the development of one product putting their interests to the first place, forgetting about the needs of customers, who will buy this product in future. Offering innovate features or improving the product, each manager should remember that the right price, distribution and advertisement are also necessary part of sales process.

The third concept is selling concept, and its main purpose is to sell more goods to more people. Its advantages are an opportunity to give people information about the product, to inform buyers about the future perspectives which they can receive buying one or other product, but aggressive practice of selling is also among disadvantages of this concept. Some firms in a situation of overcapacity are trying to sell people everything what they make except of making products what the market and its buyers want.

The fourth concept is marketing concept which includes in itself many good business characteristics. Its main purpose is not to find the right customers to company’s products, but to understand customers’ needs and to give them the right products. Drummond and Ensor (2005) stated that this concept has a more competitive nature, because each product has its target market and satisfying the needs of this target market a company may be more successful than trying to make the right products to all groups of customers. The main disadvantage of this concept may be a very specific set of products and only very basic innovations, but it can be solved by effective marketing strategies of development.

Lastly, the fifth concept is the holistic marketing concept and it seems to be the most effective concept among all the above numerated. The holistic marketing concept is in trend nowadays and it has a big variety of perspectives in contemporary business world. New era needs an establishment of new set of practices and beliefs, and exactly the holistic marketing concept is the right choice in this situation. There is no doubt that a new era provides managers with a necessity to reorganize existed traditional applications of the marketing concept making it better day after day.

According to Ahmed and Rafiq (2002), “the holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. Holistic marketing recognizes that “everything matters” in marketing—and that a broad, integrated perspective is often necessary”.

It is important to mention that the holistic marketing concept includes in itself four broad components which characterize it from very good sides. These concepts are relationship marketing, integrated marketing, internal marketing, and performance marketing. Its advantages are in the possibility to combine in itself all good characteristics of the marketing concept paying a specific attention to the products benefit to the improvement of our society as a whole. It should be mentioned that greater emphasis is put not only on a company’s profits but also on environmental problems and social services.

In conclusion, it is true that the implementation into practice of the holistic marketing concept needs more costs and efforts but the result will be great in any case.



Ahmed, P. and Rafiq, M. (2002). Internal Marketing: Tools and Concepts for Customer-Focused Management. Elsevier Butterworth Heinemann.
Drummond, G. and Ensor, J. (2005). Introduction to Marketing Concepts. Elsevier/Butterworth Heinemann.