The so-called marketing concept is a brand-new management concept oriented to customers' needs and desires. It regards the production and operation activities of an enterprise as a process of constantly satisfying customers' needs, not just a process of manufacturing or selling a certain product. In short, the marketing concept is "find the demand and try to meet it", not "make products and try to sell them"; It means "making products that can be sold", not "selling products that have already been produced" Therefore, slogans such as "customer first", "customer is God", "customer is always right", "love your customer instead of products" and "customer is the real master of the enterprise" have become the mottos of modern entrepreneurs.

The concept of marketing came into being under the condition of "buyer's market". Under this market condition, the supply of goods is sufficient, the competition between sellers is fierce, and buyers have greater selectivity in goods, which will inevitably prompt enterprises to do everything possible to meet the needs of target customers and make them meet to the greatest extent.

The formation of marketing concept and its wide application in practice have played an important role in improving the management of western enterprises and made great achievements, such as Coca-Cola, Marlboro, P & amp； G, IBM, McDonald's and other companies are all successful examples of applying marketing concepts.

Social marketing concept

The so-called social marketing concept is not only to meet the needs and desires of consumers so as to obtain the profits of enterprises, but also to meet the long-term interests of consumers themselves and the whole society. It is necessary to correctly handle the contradiction between consumer desire, corporate profits and the overall interests of society, and make overall plans to achieve balance and coordination among them. This is obviously different from pure marketing: first, it is necessary to cater to the existing needs and desires of consumers, but also to explore potential needs and give consideration to long-term interests; The second is to consider the overall interests of society. Therefore, we should not only meet the immediate physiological or psychological needs of consumers, but also consider the long-term interests of individuals and society, take into account the interests of the public, and pursue "green marketing" and "sustainable development".

Since the 1990s, the rise of "green marketing", that is, the marketing that pays attention to the ecological environment, reduces or pollutes the environment and safeguards the long-term interests of mankind, is in the ascendant in many countries, which can also be regarded as a new and higher embodiment of the social marketing concept. (Understand with examples)