Marketing management want to design a strategy that will create a profitable relationship with the target consumers. But according to Philip Kotler, a professor of marketing science, there are some philosophies for this strategy. These philosophies will later determine the interests of customers, organizations and society. Namely: Production Concept. It is the oldest philosophical concept that becomes selling guidance, which stating that consumers will like the available products and affordable price.
This concept is emphasis the management to focus on production and distribution efficiency improvement. Production concept is indeed a useful philosophy in some situations. Product Concept. It is stating that consumers will like products that offer the best in quality, performance, and innovative features. Based on this concept, then the marketing strategy will focus on continuous product improvement.
Selling Concept. Many companies are following this concept (selling concept), which stating that consumers will not buy the product unless it is sold in large scale and big promotion efforts. This concept is usually applied on goods which are not going to be purchased by the consumers under normal circumstances, such as insurance or blood donor. These industries have to trace the prospects and sell the products based on its benefits. This aggressive selling often brings high risk to the company.