OPPapers.com Essay Index >> English >> The Marketing Concept
We have many free term papers and essays on The Marketing Concept. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
The Marketing Concept. Simply stated, the marketing concept means that an organization
should seek to make a profit by serving the needs of customer groups. ...
Electronic Arts - marketing concept. ... Marketing concept in Electronic Arts evolved
with the company becoming an example for the competitors. ...
marketing concept. ... The marketing concept strives to satisfy customers by
determining what buyers want and then by using that information. ...
Societal Marketing Concept. ... Under the Societal Marketing Concept organizations have
to balance company profits, customers' wants and the society's interests. ...
marketing concept of positioning. The Newspaper article used: ‘Woolworths
Select hits 1000 products’ From: The Australian Financial ...
Submitted by twanna3 on March 16, 2008
Category: English
Words: 321 | Pages: 2
Views: 154
Popularity Rank: 74,004
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Simply stated, the marketing concept means that an organization should seek to make
a profit by serving the needs of customer groups. The concept is very straightforward and
has a great deal of commonsense validity. Perhaps this is why it is often misunderstood,
forgotten, or overlooked.
The purpose of the marketing concept is to rivet the attention of marketing
managers on serving broad classes of customer needs (customer orientation),
rather than on the firm's current products (production orientation) or on devising
methods to attract customers to current products (selling orientation). Thus, effective
marketing starts with the recognition of customer needs and then works backward
to devise products and services to satisfy these needs. In this way, marketing
managers can satisfy customers more efficiently in the present and anticipate
changes in customer needs more accurately in the future. This means that organizations
should focus on building long-term customer relationships in which the initial
sale is viewed as a beginning step in the process, not as an end goal. As a result,
the customer will be more satisfied and the firm will be more profitable.
The principal task of the marketing function operating under the marketing
concept is not to manipulate customers to do what suits the interests of the firm,
but rather to find effective and efficient means of making the business do what
suits the interests of customers. This is not to say that all firms practice marketing in
this way. Clearly, many firms still emphasize only production and sales. However,
effective marketing, as defined in this text, requires that consumer needs come first
in organizational decision making.
One qualification to this statement deals with the question of a conflict between
consumer wants and societal needs and wants. For...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!