June 24, 2013 at 8:23 AM

A Look at 5 Marketing Philosophies

Smart Monday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Once a Day Marketing™ featured video blog: Kotler's 5 Marketing Philosophies

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are discussing marketing guru Philip Kotler’s work on five different philosophies for introducing a product into the market place.

Sometimes there is a product looking for a market and sometime there is a market looking for a product and you have to decide which situation applies to your brand.

First is the production concept, creating a low price product that is readily available and widely distributed.

Second is the product concept. In this scenario you have created high end product that has many features and benefits for the consumer.

Third is the selling concept. In this instance, you believe that people won’t seek the product on their own and sales will be driven by heavy marketing and promotion.

Next is the marketing concept. This is used frequently today, and consists of designing your products to fill the needs of customers.

Last is the societal concept. Similar to the marketing concept, this takes into consideration the individual, people in general and the environment when creating a product that is a win for everyone.

The selling approach is starting to be replaced by social media inbound marketing. Rather than heavy, aggressive marketing it’s more subtle; potential customers find your message and follow it back to your business and product.

Evaluate your product and your goals to determine which of these philosophies is going to work best for you.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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