A CONCRETE CONCEPT

Marketing management refers to carrying out tasksto achieve desired exchanges with target markets. There are five alternative concepts under which every organisation conducts their own marketing activities. The production,
product,selling , marketing and social marketing concepts.

THE PRODUCTION CONCEPT

According to this concept the consumers prefer to use the products that are available and highly affordable and that management should concentrate on improving production and distribution efficiency. This concept is one of the philosophies that guide sellers.

This is useful philosophy on two situations.

1. When the demand for a product exceeds the supply the management has to find out the ways and means to increase the production.

2. When the products cost is to high and improved productivity is needed to bring it down.
For example.  To perfect the production of a particular model,so that its cost could be reduced and more people could afford it.
Some companies follows the philosophy of increased production and lower costs in order to bring down prices. They enjoyed a major share of the market with this philosophy. On the other hand when the same strategy is used in by some by bringing down the price customers did not find to their taste. Eg HMT watches were very popular for so many decades,people have chosen TTITAN watches for its elegance and attraction.

THE PRODUCT CONCEPT.
This is a other philosophy that guides The seller. According to this product the consumers used to prefer products that offer the most quality performance and features and that an organisation should thus devote energy to making continuous product improvements. Some manufacturers believe that,if they can build a better mousetrap the world will beat a path to their door.
Generally people will look for a better solution to a mouse problem,but not necessarily for a better mouse trap. The solution may also involve a chemical spray as an exterminating service or something that works better than a mouse trap. More over a better mouse trap will not sell unless the manufacturer designs packages prices it attractively,placing it in very convenient distribution channels. and brings it to the attention of people who need it and convinces them it is a better product.