This concept tends to challenge the selling concept. The organizations need to focus on the needs of its customers to meet the highest level of customer satisfaction. In this situation, production responds to the demands of marketing and not vice versa.
The marketing concept takes an outside-in perspective while the selling concept takes an inside-out perspective i.e. organisations guided the marketing concept start from the market, they identify customer needs, and then develop products that will satisfy consumer needs. Organizations guided the selling concept start from the factory, develop products without taking into consideration consumer needs and then promote those products/services aggressively to the consumers.
The marketing concept comprises four elements: market focus, customer orientation, co-ordinated marketing and profitability.