PRINCIPLE OF MARKETING

• kotler & Armstrong, 2001 - Traditional Vs Contemporary Marketing concepts
• Traditional marketing concept - Evident up to the late 1960, traditional concepts in marketing focused on production methods,product quality,and effective selling methods as profit drivers in marketing.
• Contemporary marketing concepts - In contrast, contemporary marketing are centered on the customer,relationshipd,and the well-being of society.
• Production concept - It assumes that customers assumes products that are inexpensive,affordable,and widely available.
• Prodcut concept - It assumes that customers will always prefer and patronize products of high quality.
• Selling concept - It emphasizes aggressive selling and promotional efforts. It assumes that customers are generally timidband must be persuaded into buying.
• Marketing concept - It considers the needs of both the customer and the product offered.
• Relationship Marketing Concept - It believes that all marketing activities are for the purpose of establishing,maintaining,and stregnhtening meaningful long-term relationships with customers.
• Societal Marketing Concept - This concept also includes considerations that protect the customers,as well as the environment and society.