The Marketing Concept

The Marketing Concept The marketing concept has evolved over the last years, marketing

reflects to a key approach to doing business. An organisations

objective is to make profit, to do this they have to consider the

marketing concept, in order to satisfy customers. For an organisation

to be successful should divert its attention away from particular

products and towards the interest of the customers. Customers changing

their needs and wants influence an organisations strategies and plans.

Meeting customer’s needs is the main key in marketing.

The chartered institute of marketing used the following definition:

Marketing is “The management process responsible for identifying,

anticipating and satisfying customer requirements profitably”.[1]

The definition explores that the customer is at the centre of the

organisations activity. “Marketing consists of individual and

organisational activities that facilitate and expedite satisfying

exchange relationship in a dynamic environment through the creation,

distribution, promotion and pricing of goods, services and ideas.”[2]

Understanding customers and anticipating their requirements is a core

theme of effective marketing, for a business to be successful it

requires satisfied customers who return to the business to provide

additional custom.

Customer’s requirements change as their needs alter, having a change

in spending powers due to increase in salary. If customer satisfaction

is not met then an organisation will look for alternatives. Customers

require the right goods, to be available at the right price...

... middle of paper ...

...r higher awards, p.3

[2] Dibb, Simkin, Pride, Ferrell, Marketing concept and strategies,

p.5

[3] Dibb, Simkin, Pride, Ferrell, Marketing concept and strategies,

p.6

[4] Mack Hanan, Peter Karp, Customer satisfaction, p. 1-3

[5] www.motorola.com

[6] www.forum.nokia.com

[7] Mack Hanan, Peter Karp, Customer satisfaction, p.1-3

[8] Dave Needham, Rob Dransfield, Phil Guy, Mark Show, David Dooley,

Marketing for higher awards, p.44

[9] John Wilmshurst, The fundamentals and practice of marketing, p.52

[10] Sony

[11] Dibb, Simkin, Pride, Ferrell, Marketing concept and strategies,

p. 23

[12] Dibb, Simkin, Pride, Ferrell, Marketing concept and strategies,

p. 23

[13] Sony

[14] Dibb, Simkin, Pride, Ferrell, Marketing concept and strategies,

p. 23

[15] www.argostelecom.co.uk