1.3 : マーケティング概念の進化 - 消費者の視点

The evolution of marketing concepts also highlights the evolution in consumer preferences, leading to diverse business opportunities.

The Production Concept conceives that customers are price conscious and product affordability and accessibility are the prime criteria for any purchase.

That's why discount stores like Walmart and Target have a large clientele. 

The Product Concept suggests consumers value well-designed products, recognizing quality and performance, like Whole Foods Market, known for its commitment to offering high-quality organic and natural foods in an eco-conscious shopping environment.

The Selling Concept assumes that consumers exhibit purchasing inertia, requiring persuasion through advertisements and promotions, as seen during Amazon's Thanksgiving shopping weekend.

The Value-based Marketing Concept believes customers value businesses that prioritize them and their preferences to offer a personalized solution. The local farmer's market is a prime example.

Lastly, the Societal Marketing Concept suggests that consumers are conscious of the impact of their purchases on the environment and society.

They prefer socially responsible brands like Kroger, whose "Zero Hunger | Zero Waste" program aims to reduce food waste and aid local communities.