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What is a Marketing Concept?

Sheri Cyprus
Sheri Cyprus

A concept is the overall idea or structure of something and marketing is how a product is moved through a channel to reach its target consumer. A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group. The crux of good marketing is being able to communicate the benefits of the products to consumers so that they will choose the product over competitors' offerings.

Awareness of the competition is a crucial consideration when developing a marketing concept for a particular product. For example, two companies could produce canned stew that is very close in price, but if one company communicates its product better in terms of convincing potential purchasers that its brand is the better choice, that product sells better than the competitor's. In order to do that, the concept has to focus on the product’s unique selling proposition (USP).

Marketing concept meeting.
Marketing concept meeting.

The USP supplies a benefit to the consumer that competing products don’t. For instance, a canned stew with sweet potatoes in it rather than regular potatoes could be marketed as more nutritious and flavorful than competing stews. The product now stands out as offering something different and better than other brands. To increase the likelihood that a consumer will try the product, a coupon for the stew could be included in a print ad in a newspaper or magazine.

Online advertising for products and services has increased in order to reach the increasing computer audience.
Online advertising for products and services has increased in order to reach the increasing computer audience.

Although marketing communication is by its nature creative, it should always be strategic and thoughtful as well. Advertising should interest and motivate the target audience, while creating a desire for the product. For instance, some advertising attracts attention, but seconds later, the product itself is forgotten. Good marketing keeps products in the target consumer’s mind. Each marketing concept must also fit in with a company's advertising budget.

Creating fresh ideas to keep the brand relevant to the changing needs and desires of the target market is a crucial marketing concept. For example, the popularity of the Internet as a source of information for many consumers has led to the increasing number of companies that feature blogs or website logs about their products. Online advertising for products and services has also increased in order to reach the increasing computer audience.

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Discussion Comments


Define the concept of coordination and integration in the practice of marketing management.


"Marketing is an unfamiliar concept for many non profit organizations." It's important that these organizations understand that marketing is more than just the old sense of making a sale or obtaining a donation.


i have a question: Suppose you've been asked this quiz: "Assume that you have been appointed as the marketing manager of a firm. Up to the time of your appointment, the firm has not been practicing the marketing concept.

(a)how would you explain this concept and the application thereof to management?

(b)how would the concept of co-ordination and integration help you to implement the marketing concept in the organization?

NB: Identify one company of your choice to answer this question.


@bbpuff - I think you talked about the three main concepts used today, but I think internet is quickly becoming the number one. I don't think print has really tried to come back, though, since the web has made its debut.


Aside from the cereal marketing concepts everyone's addressed here, there are a bunch of different marketing campaigns that focus on different aspects. Video marketing concepts I think would be the most popular today, but there is also internet marketing concepts and print marketing concepts.


@doppler - I'll jump in on that one! Many of the adult cereals have marketing concepts through television and through their packaging as well. A lot of the appeal is really more towards women than men. I can tell you for a fact that my husband is more interested in the children cereals anyway.

A lot of the "adult" cereals focus on lowering cholesterol, heart health, and dieting concepts. There is a large percentage of women who buy cereals like Special K in order to lose weight just by the commercials alone.


@Sunny27 - I think that you have a very valid point here, but how would you explain the "adult" cereals/?


Good article- I just want to add that product packaging is much related to the marketing concepts.

For example, most cereals are packaged in brightly colored boxes and often include a toy inside the packaging. This attracts the attention of children, which is the target audience for the cereal.

A cereal box may stand out based on the specific promotion offered inside, or its actual packaging. Many children want their parents to buy the cereal based on the toy offered inside.

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    • Marketing concept meeting.
      By: endostock
      Marketing concept meeting.
    • Online advertising for products and services has increased in order to reach the increasing computer audience.
      By: arthurhidden
      Online advertising for products and services has increased in order to reach the increasing computer audience.