1. Marketing concept: The basic function of marketing is to attract and retain customers at a profit. The traditional marketing concept is companies achieve their profit and other objectives by satisfying customers. However, traditional marketing concept is necessary but not sufficient condition for company goals. Therefore, in order to achieve successful, the modern marketing concept is to achievement and set of corporate goals through meeting and exceeding customer needs and expectations better than the competition. However, marketing concept including three condition, customer orientation, integrated effort and goal achievement. First, Corporate activities are focused on providing customer satisfaction rather than others. For example, provide good customers service and producer convenience. Second, all staff need to accept the responsibility for creating customer satisfaction. Company should right to operation production, finance and developing department. Finally, the company achieves goals through customer satisfaction. However, there are has the limitation of marketing concept. Four issue, the marketing concept as an ideology, marketing and society, marketing as a constraint on innovation, and marketing as a source of dullness. Marketing orientation: Marketing orientation focus on customer needs. Company need to change present potential market opportunities to drive the company. Marketing orientation companies seek to demand of current marketing and latent marketing to adapt their product and service. And company gets closed to customers that understand their need and problems. For example, BMW corporate according to customer different needs. Company assigning different car brand, such as BMW, Mini, Rolls-Royce. Companies understand customer’s motivation and behavior. However, there is not all company used a marketing orientation.