| Point of Sale marketing is the economic process by | | | | marketing. |
| which goods and services are exchanged between | | | | Second is the production concept. In organizations that |
| the producer and the consumer and their values | | | | practice this concept, production and technology |
| determined in terms of money prices. Much of | | | | dominate the thinking process of the key people. The |
| marketing is concerned with the problem of profitably | | | | concept holds that consumers would, as a rule, support |
| disposing of what is produced. | | | | those products that are produced in great volume at a |
| Marketing originates with the recognition of a need on | | | | low unit cost. Thirdly, there is product concept, which |
| the part of a consumer. Marketing terminates with the | | | | seeks to achieve the same result via product |
| satisfaction of that need by the delivery of a usable | | | | excellence - improved products, new products and |
| product at the right time, at the right place, and at an | | | | ideally designed and engineered products. It also places |
| acceptable price. There are five distinct concepts | | | | the emphasis on quality assurance. |
| related to Point of Sale marketing. First is the | | | | At this stage, it would be appropriate to explain the |
| exchange concept, which, as the very name indicates, | | | | phenomenon of 'marketing myopia'. Excessive |
| holds that the exchange of a product between the | | | | attention to product or selling aspects at the cost of |
| seller and the buyer is the central idea of marketing. | | | | the customer and his actual needs creates this |
| While exchange does form a significant part of | | | | myopia. As more and more markets became buyers |
| marketing, to view marketing as a mere exchange | | | | markets and the entrepreneurial problem became one |
| process would amount to a gross undermining of the | | | | of solving the shortage of customers rather than that |
| essence of marketing. Exchange, at best, covers the | | | | of goods, the sales concept became the dominant |
| distribution aspect and the price mechanism involved in | | | | idea guiding Point of Sale marketing. |