Which of the five marketing managment concepts best describe Build-A-Bear workshop

Kotler and Keller (2006) have identified five distinct
marketing concepts or orientations that have evolved over a period of time, and
different companies today may organize their marketing efforts in line with anyone or
combination of more than one of these marketing concepts. These concepts
are:

1. Production
   concept


2. Product
   concept


3. Selling
   concept


4. Marketing
   concept


5. Holistic marketing
   concept

Among these five marketing concept the
approach followed by Build-a-bear is closest to the marketing concept. The core of this
concept is to find the right product for the customer rather than the right customers
for a product. The core strategy of Build-a-Bear is very much centers on allowing each
customer to personally design the product he or she wants. This way it represents the
ultimate in the marketing
concept.

Reference:

Kotler P.
and Keller K.L., 2006, Marketing Management, Twelveth Edition,
Pearson Education, New Delhi.