Peter's & Waterman write of marketing but never refer to the marketing concept. However, is the philosophy of the marketing concept crucial to the theme of the book? Or, is the marketing concept compromised by the authors' interest in a product orientation.
The marketing concept's ultimate goal in essence is to satisfy an organisation's clientele, while at the same time enabling the company to survive and prosper. It stresses consumer-orientation in all facets of a company's operation. It also emphasises adoption of a cross-functional perspective so that everyone within the organisation can have some impact on the organisation's success in both the profitability and at the consumer level. (Zikmund / D'Amico 2002)
Peters and Waterman's In Search of Excellence: lessons from America's Best Run Companies does adhere to the marketing concept albeit not directly. They strongly support the idea that an organisation is only as good as the people who work within that organisation. Although there is some emphasis on sales and product orientation, much of this stems from the organisation wanting to provide the highest quality product or service for the consumer.
Peters & Waterman see excellent companies along the lines of "a sound mind in a healthy body". They acknowledge the need for profit, but see it as secondary to consumer orientation. As expounded by one executive Peters & Waterman spoke to, "Profit is like health. You need it, and the more the better. But it's not why you exist." (Peters & Waterman 1982)
The marketing concept is personified in Peters and Waterman's example of Joe Girard who consistently sells twice as many cars in a year than his nearest competitor. His success is put down to the fact that he makes the customer feel that the relationship is not over once the sale has been made. Joe sends Christmas cards, Easter cards and friendly letters, reminding the customer that he cares for them, not only for their money. Whether this is true or not, Joe leaves the customer feeling as if they have made the right choice. And this is, in turn is good for Joe Girard's long term prosperity. (Peters & Waterman 1982)
In Search of Excellence: Lessons from America’s Best-Run Companies never mentions The Marking Concept, but the underlying principles are still seen in the qualities exhibited by the excellent companies. Fritos-Lay’s dedication to their customers goes above and beyond expectation. Hewlett Packard encourages employees to “tinker” with other employee’s designs and Disney’s “Cross Utilisation week” where executives don character costumes or man food stands or rides both illustrate a cross-functional policy.
When a woman lacks a voice, she is often controlled by a man who does the talking for her. This is evident in the story There Eyes Were Watching God when Janie is offered a chance to speak to the public about the grand opening of the new store, but is denied that chance by Joe Starks, her husband. “‘And now we’ll listen tuh uh few words uh encouragement from Mrs. Mayor Starks.’ The burst of applause was cut short by Joe taking the floor himself. ‘Thank yuh fuh yo’ compliments, buh mah wife don’t know nothing ‘bout no speech-makin’” (Hurston 43). Tony, one of the townspeople, offered Janie a chance to give her own words about the grand opening to the rest of the townspeople. However, Joe Starks revokes that privilege from her which proves that he is in control of her. This idea connects to “double-consciousness” because women can be seen as having a voice whereas society sees different since they are often stopped by men if they attempt to speak. However, Janie is continuously denied her right of voice to the point where she is angry and decides to speak up against Joe Starks in front of the townspeople, which destroys his gender
Churchill, Jr., Gilbert A., and J. Paul Peter. Marketing: Creating Value for Customers. Burr Ridge: Austen Press, 1995.
Marketing is a very powerful tool. Unknown to many individuals, the influence marketing has on them is far more than mere visual and audio stimulation. It effects their perception of their surroundings and themselves. Marketing how the power to form our perception of life. A successful company understands this principle and harnesses the power of effective marketing.
Homelessness can result from children running away, being abandoned by parents, extreme poverty within the family and/or unsafe/unstable living conditions. Being in situations where a child has worry about where they are going to sleep or where there next meal may come from gives them little time, if any, to focus or even think about attending school. In addition, attending school means a need for the upkeep of personal hygiene, having clean clothes and most importantly transportation to and from school, which can add more stress to a child outside of the fact they are homeless. Not having these things causes high levels of depression, anxiety and low self-esteem. Th...
One of the prevalent problems that distract the student’s ability to learn and develop skills that are required to graduate high school is family homelessness. According to the state center for homeless families, 1 out of 45 children in the US are homeless that averagely 1.6 children are homeless every year. There are a variety of factors that cause family homelessness they include domestic violence, lack of affordable housing, decreasing government supports, lack of social support, or the challenges of raising children alone (Stetser, & Stillwell, 2014).
According to the OEC, Rwanda’s largest export is are metals such as niobium, tantalum, vanadium and zirconium ore and the largest import is cars (Simoes). According to World Bank, Rwanda’s GNP is currently at 17.09 billion dollars (World Bank). From an article by Susan Garnett Russell, the Rwandan genocides were the turning point in educational policy and development (Russell, 2015). Technology was lacking, causing farming and agricultural advancements to be at a stand-still. Most of Rwanda’s peoples were of the Roman Catholic religion. The population pressure in Rwanda were very strong. Rwanda is already a country struggling with overpopulation, so this is a serious issue. According to the Center on Law and Globalization, women in Rwanda have never been equal to men and after the genocides, it became worse than it was before. The opportunities for women were slim, including minimal education and job opportunities and they were not able to participate in political events unless her husband approved of it (CLG). The conquest was the enforcement of Hutu people to eliminate the Tutsi group. This was due to the
In many instances, two of the primary (and often compounding) reasons behind why people become homeless is that there is both a lack of affordable housing options and a lack of income to put towards rent. This lack of income often comes from unemployment, which can be caused by several different obstacles. According to the 2015 San Francisco Homeless Count Report, in 2011, 27 percent of respondents stated that the number one obstacle they experienced in regards to employment was the need for a higher level of education. By the year 2013, the percentage of people who stated this had risen to 28 percent. At this point, the need for education was tied with needing a phone for being the number one obstacle to employment that residents experiencing homelessness faced (Connery et al, see Figure 2).
With the number of homeless students on the rise, schools encounter new educational challenges that include: establishing and maintaining enrollment procedures that would not discourage school attendance; lack of teacher-training/awareness in the special needs of homeless children; the non-existence of a school transfer system for homeless children that would be least destructive to a child's education, while all the time not overlooking the basic needs of food, clothing, shelter, security and medical care that homeless families with children require immediately.
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
According to Drucker (1969), marketing includes the entire business. It is viewed from customer’s point of view. According to Drucker every person in the organization is involved in the marketing activities and they need to focus on customers.
It is not secret that marketing plays one of the key roles of a successful business. As Phillip Kotler said: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential”. Simply stated, marketing is everything you do to place your product or service in the hands of a potential customer.
The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits
According to Blythe (2012), marketing is a management process which identifies and fulfils customers’ needs and at the same time, makes profit. By having appropriate marketing concepts, Charles and Keith manages to develop within few years from an unnoticeable small shoe store to an international footwear brand which occupies a significant place in the industry.