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to the customer, and maintains the relationship with customers. It generates the strategy that underlies sales techniques, business
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communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.[1]
A marketing 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.
Product concept is the understanding of the dynamics of the product in order to showcase the best qualities of the product. Marketers spend a lot of time and research in order to target their attended audience. Marketers will look into a product concept before marketing a product towards their customers.
The marketing concept aimed at what marketers should do in marketing and customer needs, wants and demands. About the marketing concept, it is a method that focusing on promotion. We will advertise through media and choose locations to do promotion in order to excite customers’ purchase desire, besides that, the skilful salespersons should be employed, and then sale the products to consumers through.
The Product concept is talking about the customers’ favor product which should be designed and produced by focusing on the highest quality and technologically advanced features instead of the needs. About the Product concept, it is a method that focusing on customer. We must reduce the costs of products and let them be available ubiquitously, anytime and buy.
Product: The product structure is the company the variety of products sales. And it was also called the product variety is the total number refers to a company's product line to provide our customers' needs. Landel in 1986 — produced a limited range of wooden toys aimed at the pre-school market. Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and a limited selection of wooden animals. The company began to product more types of bears and other biological and large toys. Then they target, amusement, nursery and even local government approval. A new series of preschool books and self reading has products. The goal turned to the local authorities for their schools or libraries.
Products: sports clubs can provide a high quality service for customers of the product without true goods. From the case, land company to provide toy production.
Development: The ‘Country Cousins’ series toys were product at beginning. The price has a peak in late 1980s. It bring foothold for the company in the market.
Introduction: The Lenel Company began selling wooden toys.
Growth: The ‘Country Cousins’ series toys were product at beginning.
Maturity: The price has a peak in late 1986s.
Decline: eventually competition and other new products are likely to result in falling sakes and profits. If this continues, the product may be withdrawn form the market. Price:
1. Along with the decline in demand, the company has had to change its pricing
policies. During the boom period of the early 1990s, the price of the ‘Country Cousins’ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level.
2. On occasions this patronage has been hard won, and in recent years has involved
more and more price-cutting to ensure that the existing stores continue to stock Landel’s range.
3. Landel is selling to the middlemen at a considerably reduced price
Promotion:
1. When there is no competitor, changed the company can provide high service,
high price, high quality products. When a competitor, changed the company can provide high service, low price, high quality products. When there is no competitor, changed the company can provide high service, low price, high quality products. The company’s big break, however, came when the Welsh
language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ‘Country Cousins’. Against fierce competition, Landel won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Landel’s most optimistic expectations.
Place:
1. Disenchanted by its inability to become accepted by any of the larger chains, the
company toyed with the idea of mail order selling.
2. The books were sold principally through toy shops and department stores as part
of the overall ‘Country Cousins’ package, and by concentrating on its established toy retailers rather than bookshops.
3. Because there are other corporation, that there was a preferential activities.
Place：Need customers to the company services. Lanel toys are good, must be sold to customers, it is different from the service of Sports Club. Landel Toy Company toyed with the idea of mail order selling.
Promotion：Sports club can make advertising or promotional activities to attract the target. They don't think they need to do promotional activities start.
Price: The sports club has no rivals， so they can make a high pricing. The Land Company also can make high price at first, while they face more competitors, they have to make low price to selling.
People：Fitness coach can help the client to obtain a good training in sports club. The customers’ satisfaction is intrinsically linked to the service provider. They should also have enough knowledge, for their work. However, given the lander based on the market, and firmly established its brand name and identity.
Process：To provide a good environment and brand benefit. However, given the lander based on the market, and firmly established its brand name and identity.
Physical evidence：Periodic repair equipment, maintenance of equipment quality, new products update.
Macro environment include the Politic, Economic, Social and Technology. The government economic policy affects the development of the market. A good economic environment can promote product marketing. Some of the factors of potentially major concern to marketing management because they, in turn, influence costs, prices and demand. The birth rate of commodity production has a certain impact. The high technology can promote the product cost drop.
Micro environment: There is also some Micro environment effect the marketing environment. The number of potential competitor’s malicious competition. The suppliers also can effect the marketing environment is the suppliers. If the intermediates’ is goods delivery prices increase, will affect consumer purchasing power.
The company launched a series of new products, to replace the market, production of high-tech version of the existing products, the introduction of additional value of product of a higher price, use the sales team to develop relationships with retailers
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