The single biggest difference between the above four concepts is the method applied to selling of products. It can be characterised as a push Vs Pull concept. The concepts that are the most easiest to apply in the short run are the production, product and the Selling concepts. This is because in all these concepts the emphasis is on the sales of the product, notwithstanding what are the needs of the consumers. However, the concept that offers long term success is the marketing concept. Here the emphasis is on knowing the needs of the consumers and then manufacturing a product accordingly. The advertising and promotion is a key component of this kind of concept and is done keeping in view the choices of the consumers.