Old concept or product oriented concept of the marketing:

There is the classical concept of marketing. According to this concept, marketing is a part of the production process. This concept is based on the assumption that the manufacturer must produce the goods and distributes them to the consumers. He needs not to bother about the choice of the needs of the consumers. Some important definitions of this concept are as under:

According to the American marketing association: according to this concept "Marketing is the performance of business activities that direct the flow of goods and services from the product to consumer or user".

According to Professor J.F Pyle: "marketing comprises both buying and selling activities". Above two definitions of marketing confines the marketing to sale and purchase only. These definitions do not include any allied activity of marketing such as, transportation, storage, financing, insurance risk, bearing etc.

According to the Tousley, Clark and Clark: "Marketing consists of those efforts which effects transfers in the ownership of goods and services and provide their physical distribution". This definition of marketing includes the factor of physical distribution also along with sale and purchases of goods and commodities. Thus, this definition is wider than the earlier definitions.