- idea or strategy for marketing a product or service.
- philosophy of marketing a product or service that is benefit oriented rather than product oriented. For example, a successful marketing concept in the perfume industry is that the industry is in the business of selling dreams, sex, and romance-that is, the benefits to be derived from perfume, but not the perfume itself.
goal-oriented, integrated philosophy practiced by producers of goods and services that focuses on satisfying the needs of consumers over the needs of the producing company. The marketing concept holds that the desires and needs of the target market must be determined and satisfied in order to successfully achieve the goals of the producer.