Discussion
The .................. concept believes that consumers will not buy enough of the company's products unless it undertakes selling tactics and heavy promotion efforts.
Answer: A
This is the selling concept.
The selling concept holds that consumers left alone will not buy enough of the organisation's products, so the firm must undertake an aggressive selling and promotion effort. It is typical of unsought goods such as insurance and of firms with excess capacity.
The product concept assumes customers favour products of the highest quality and performance, so the firm concentrates on improving the product. The marketing concept starts from customer needs and aims to satisfy them better than competitors. 'Customer concept' is a later customer-by-customer extension of the marketing concept, not a belief in heavy promotion.
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