The Product Concept

product concept The idea that C'l will favour products that offer the most quality, performance and features, and tliat the organisation should therefore, devote its energy to making continuous produce improve merits.

Another important concept guiding sellers, the product concept, holds that consumers will favour products that offer the most quality, performance and innovative features, and that an organization should thus devote energy to making continuous product improvements. Some manufacturers believe that if they can build a better mousetrap, the world will beat a path to their door." But they are often rudely shocked. Buyers may well be looking for a better solution to a mouse problem, but not necessarily for a better mousetrap. The solution might be a chemical spray, an exterminating service or something that works better than a mousetrap. Furthermore, a better mousetrap will not sell unless the manufacturer designs, packages and price-s it attractively; places it in convenient distribution channels; and brings it to the attention of people who need it and convinces them that it is a better product. A product orientation leads to obsession with technology because managers believe that technical superiority is the key to business success.

The product concept also can lead to 'marketing myopia'. For instance, railway management once thought that users wanted trains rather than transportation and overlooked the growing challenge of airlines, buses, trucks and cars. Building bigger and better trains would not satisfy consumers' demand for transportation, but creating other forms of transportation and extending choice would.

selling concept The idea that consumers •will not buy enough of the organisation's products unless the organisation undertakes n large-scale selling and promotion effort.

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