There are five fundamental marketing concepts that serve as the basis for developing strategies and tactics to achieve marketing goals. These concepts are:

1. The Production Concept: This concept focuses on producing high-quality products at a low cost and assumes that consumers will choose products that are widely available and affordable.

2. The Product Concept: This concept assumes that consumers will choose products that offer the most quality, performance, or innovative features.

3. The Selling Concept: This concept assumes that consumers will not buy enough of a product unless it is aggressively promoted and sold.

4. The Marketing Concept: This concept focuses on understanding the needs and wants of target customers and delivering value to them better than competitors do.

5. The Societal Marketing Concept: This concept takes into account the long-term interests of society and the environment, in addition to the needs and wants of target customers.

It is important to note that not all of these concepts are equally effective, and companies may use aspects from multiple concepts in designing and strategizing a marketing plan.