The Product Concept

The product concept holds that consumers always favour quality products that are reasonably priced, and consequently little promotional effort is required. Selling concept holds that consumers will not buy sufficient of the company's products unless they are stimulated through a promotion effort and substantial selling.

The product concept states that consumers will favour products that offer the most performance, quality and features, and that the organization should, then, devote its energy to making continuous product improvements. The product concept may also lead to "marketing myopia," the failure to see challenges being presented by other products.