The selling concept is the more traditional of the bunch — customers will not purchase a product unless it is actively marketed and sold to them. Therefore, businesses should focus on marketing and selling their products rather than on creating customer satisfaction.

The problem with the selling concept is that it ignores the fact that customers often know what they want and do not need to be sold to. In addition, this approach can lead to customers feeling like they are being “sold” rather than being helped.

The Marketing Concept

The marketing concept arose in response to the limitations of the production concept, which was the dominant view of marketing prior to the 1950s, and it’s built around the assumption that customers will be more likely to purchase a product if they feel that their needs are being met. From a business perspective, this concept states that companies should focus on creating customer satisfaction and meeting customer needs.

The marketing concept is a more customer-focused approach that takes into account the overall goals of the organization.

The Social Marketing Concept

The social marketing concept describes a phenomenon wherein customers will be more likely to purchase a product if they feel that it is in line with their own personal values. Businesses adhering to this concept typically focus on creating products and marketing campaigns that are consistent with the customer’s values.

But to do it right, businesses need to VP Purchasing Officer Email Lists understand the customer’s needs and what they are looking for in a product or service.

VP Purchasing Officer Email Lists

The Societal Concept

The societal marketing concept is based on the belief that businesses should focus on meeting the needs of society as a whole rather than just the needs of individual customers. More specifically, businesses should focus on creating products and services that are beneficial to society and not just those that are profitable for the company.

However, this requires a high degree of awareness of social trends and changes and the ability to adapt their products and services accordingly. They also need to be willing to invest in research and development in order to create new products and services that can meet the changing needs of society.

What’s the Best Marketing Concept to Choose and How?

There’s no one-size-fits-all answer when it comes to marketing concepts for B2Bs. The best approach will vary depending on the products or services you offer, your target market, and your overall marketing goals. However, there are a few key marketing concepts that all B2Bs should keep in mind.

1. Focus on the needs of your target market: What problems do your products or services solve? What needs do they address? When you can align your marketing efforts with the needs of your target market, you’ll be more successful in driving conversions.

2. Create a strong value proposition: Why should potential customers choose your products or services over those of your competitors? Make sure your value proposition is clear, concise, and compelling.

3. Develop a marketing mix that works for you: There’s no one-size-fits-all marketing mix. The right mix of marketing channels will vary depending on your products, target market, and marketing goals. However, some common marketing channels for B2Bs include content marketing, search engine marketing, email marketing, and social media marketing.

4. Track your results and adjust your approach as needed: Not all marketing campaigns will be successful right out of the gate. It’s important to track your results so you can identify what’s working and what’s not. Then, you can make adjustments to improve your results over time.

By keeping these key marketing concepts in mind, you can develop an effective marketing strategy for your B2B business.


The marketing concepts discussed above are all beneficial in their own way and can help businesses to achieve their goals. However, the best marketing concept for a company to choose depends on the specific needs and values of the customer base.

In addition, B2Bs need to be willing to adapt their marketing strategies as society changes and new trends emerge. By doing so, they can ensure that they are meeting the needs of both their customers and society as a whole.

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