Jolene's firm markets preplanning services for a mortician. She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firm's services through her large-scale promotional efforts. Jolene's firm most likely practices the ________.
A) production concept
B) marketing concept
C) selling concept
D) product concept
E) societal marketing concept

Question

Quizplus · Accepted Answer

The selling concept is a marketing philosophy that emphasizes the aggressive promotion and selling of a product, rather than focusing on understanding and fulfilling customer needs. In this approach, companies believe that customers will not purchase a product unless they are persuaded to do so through promotional efforts.
In this scenario, Jolene's firm markets preplanning services for a mortician, and she finds that most of her target market avoids discussing future funeral needs. This indicates that customers are not actively seeking out the company's services. To overcome this, Jolene's firm relies on large-scale promotional efforts to convince people to invest in their services, which is consistent with the selling concept.
The marketing concept, on the other hand, focuses on understanding and fulfilling customer needs, while the production concept emphasizes maximizing production efficiency and minimizing costs. The product concept focuses on creating high-quality products that meet customer needs, while the societal marketing concept emphasizes not only meeting customer needs but also addressing societal concerns.

Jolene's Firm Markets Preplanning Services for a Mortician