The marketing concept believes that achieving the company’s objectives depends on understanding the needs and wants of target markets and delivering the desired satisfaction in a better way than what the competitors are doing. Focus on customer and value is considered the path to successful sales and company profits in this concept. The customer is considered ‘The King’ and the company produces and markets what the customer wants. The selling concept takes an inside out perspective. It starts with the factory, focuses on the company’s existing products, and calls for heavy selling and promotion to generate profitable sales. The focus is mainly on conquering the customer, for short term sales, with no concern for consumers. The marketing concept takes an outside in perspective. It starts with a well defined target market, focuses on customer needs, and integrates all the marketing activities that affect the customers. Profits come from creating long term customer relationships based on customer value and satisfaction.