Marketing concepts are a system of attitudes, ideas, intentions and ideologies formed in the process of the company's business at different stages of its development. The following marketing concepts are distinguished: production, product, marketing, marketing concepts of traditional, socio-ethical, and marketing interaction concept. The very first of the concepts of marketing was spread production concept. The main point of this marketing concept is the demand for goods in a situation of product shortages, in which the main thing is to increase the volume of production of an existing range, and to improve production itself, to be able to reduce prices and thereby ensure an increase in demand. The production concept of marketing is used in cases where the majority of consumers in the market are limited in income, the demand for goods exceeds supply, or the cost of goods is too high, and a way to reduce them quickly is needed.

The product marketing concept (it is also spoken of as a product-oriented marketing concept) presumes the favorable attitude of consumers to a product made qualitatively and sold cheaply. Therefore, the emphasis in the product marketing concept is made on the release of new products, modernization of existing products and improving the quality. It is usually used if the income of potential buyers is sufficient, the demand corresponds to the supply, and product improvements do not affect critically its price. As for the concept of marketing, sales-oriented, or sales concept, according to her it is assumed that the consumer will buy any product, if you actively promote it. As part of the marketing concept of marketing, aggressive advertising methods are used, active sales promotion through lotteries, sales, the establishment of a discount system, and the packing of goods plays an important role. The sales concept is used in situations where a sufficiently well-to-do consumer is focused on choosing the best product on the market, while the supply of such goods slightly exceeds demand. The concept of traditional marketing is consumer-oriented: potential buyers are identified, their needs are clarified, and then goods are marketed in the market that meet the needs of consumers in terms of both the quality of the product and its effectiveness.

The situation when the concept of traditional marketing is effective implies a significant excess of supply over demand, but at the same time consumers have needs that are not met by existing products, and they are willing to pay a higher price for the desired product. The traditional marketing concept has been replaced by the concept of socially responsible marketing, which focuses on meeting the needs of the target audience of consumers, taking into account the social and ethical needs of society as such. This concept is based on the ideas that there are interests of society (ecology, energy saving, etc.), the attitude towards which the company's success depends, and the more the company takes these interests into account, the more positive the public opinion about it is, and the higher its sales product. The concept of marketing interactions is used in companies that are not able to get benefits from the traditional marketing mix. The main object of marketing management according to the concept of interaction marketing is communication with the consumer and other participants in the turnover.

The situation in which the market is saturated with the same type of goods, forces companies to establish long-term relationships with consumers and partners, reduce transaction costs and reduce service time to keep the consumer. All marketing concepts have their own priorities, and place their emphasis on a particular aspect of marketing, changing them depending on the market situation and within the company.