5.2 Summary of the Findings
From the study findings it was clear that marketing concept strategy significantly and positively influences customer satisfaction. The two dimensions studied however influences customer satisfaction on differing levels. Customer orientation is the most influential component with a high positive correlation. This implies that to improve on customer satisfaction levels, focus should be on becoming more customer oriented in respect to eight measures rated by respondents, that is; taking customer feedback, having a deep understanding of customer wants and needs, taking into consideration customer’s interests in decision making, consistently offering products and services that create customer value, engaging in market research activities to determine customer needs, using customer information to deliver products and services that are in line with customer requirements, systematic measures of customer satisfaction and having practices and procedures that consistently focus on delivering customer satisfaction.
Inter-functional coordination on the other hand showed a lower positive correlation with customer satisfaction. This component is therefore also worth focusing on in order to improve the overall customer satisfaction. Based on derived mean scores of the different components of inter-functional coordination, two of them were rated highly and thus should be at the focus of strategic decision making. The two components were; customer information sharing between relevant staff members and consistency an...
... middle of paper ...
...ther mobile telephony companies in Kenya and across the country as well as in other industries is suggested. This would provide a better and more generalizable view of the influence of marketing concept strategy on customer satisfaction.
The study used Safaricom subscribers as the respondents and the results therefore present customers’ perception. A study that would show the business perspective of its level of marketing orientation compared to the customers’ assessment is suggested. This is important because it will ensure that a firm’s perspectives are synchronized with those of its customers. Additionally, assessing marketing concept from the business perspective will provide an opportunity to include other dimensions of marketing concept not covered in this study, such as competitor orientation. This will enhance the validity and generalizabilty of the results.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Introduction Extensive research has recently been conducted concerning teenager consumer spending. The total number of teenagers in the United States was 25.6 million. In contrast to the population, the total teen spending was approximately $208.7 million annually. Premature affluence has increased dramatically in this generation. Teenagers have been overspending on materialistic products. This was also a cause of the increasing poverty and debt rates.The term “Premature Affluence” is a concept that describes when a group of people, especially teenagers, have more income than one can manage maturely (Piquero & Tibbets, 2002).... [tags: premature affluence, adolescents]
2847 words (8.1 pages)
- The understanding of the marketing concept has been evolving through time as firms seek to flourish in the long-term. The marketing concept is an aspect of the marketing philosophy that implements a solution to customer needs. On a basic level the marketing philosophy is comprised of three parts: customer orientation, integrated effort, and profit direction. When aligned with corporate values and vision, the marketing concept 's strong consumer focus can help a firm stay competitive while reaping organizational success.... [tags: Marketing, Sales, Marketing research]
716 words (2 pages)
- 1. Geoffrey B Small, even if he is not consciously concerned much about marketing, as he says he hates it, generally emphasizes on intelligent and honest marketing in terms of implementation. Geoffrey B. Small actively implements the marketing which is a simple and intuitively appealing philosophy which articulates a market orientation. (Lamb, 2014). He is someone who can claim that he understands his customers’ needs and wants and focuses on meeting them with his product. Small, implements the marketing concept by creating clothing that satisfies his customers desire to have long-living clothing from a company that is driven to protect the environment and civil rights.... [tags: Marketing, Sales, Need, Customer service]
734 words (2.1 pages)
- Modern day marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” According to the American Marketing Association (Definition of Marketing, 2010). This take on marketing is comparable to, but different from the traditional way of marketing, called the four Ps. The four Ps were introduced in the early 1950s and consist of product, promotion, place, and price (Tanner & Raymond, 2010, p.... [tags: Marketing, Advertising, Concept, Price]
700 words (2 pages)
- Holistic Marketing Concept Introduction A Holistic marketing strategy is developed by thinking about the business as a whole, the business place in the economy and society, and in the lives of its customers. The concept attempts to develop and maintain multiple perspectives on the company’s commercial activities (Business Dictionary, 2014). In today’s technology induced business world, marketers have to think beyond the older marketing concepts which are production concept, product concept, and selling concept.... [tags: Marketing, Business, Selling, Sales]
717 words (2 pages)
- Importance of Marketing Concept Marketing is one of the most important aspects of the business industry today. As noted early on in class lecture, the customer is the center focus of a business, however it is marketing that essentially bring the business functions together. The Marketing Concept focuses on making a decision based on the needs and wants of target markets to deliver value better than competitors. The Marketing Concepts helps an organization or company operate with greater efficiency by reducing costs and risks, having competitive advantage against competitors and increasing profitability and customer equity.... [tags: Marketing, Target market, Product differentiation]
844 words (2.4 pages)
- 1. The marketing concept is producing a product that people want to buy and that the business is not selling because it likes making the product there doing it because they know people will buy their product. The marketing concept can be looked as a philosophy that potentially determines what type of marketing tools/ strategy can be used a company. A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market.... [tags: Marketing, Marketing research, Target market]
1449 words (4.1 pages)
- Critically evaluate the marketing concept. To what extent do you believe it is still relevant in today’s world. Introduction Marketing concept, mentioned by Mckitterick in 1957, means that the purpose of marketing starting a transfer to “customer wants” which was trendsetting and stir up a big “marketing revolution”(Otteson, Converse& Huegy, 1953; Keith, 1960). However, through many year’s developments and change about the marketing, more and more marketing theory and marketing tools are produced.... [tags: Marketing, Customer relationship management]
1153 words (3.3 pages)
- MARKETING CONCEPT IN ELECTRONIC ARTS 1.0 TERMS OF REFERENCE The report will present an implementation of the marketing concept into business strategy of Electronic Arts. The report will evaluate the benefits and cost of the marketing approach in Electronic Arts. All information has to be submitted to Mrs. Susan Campbell, the HNC course co-ordinator on 25th October 2007. 2.0 PROCEDURE In order to analyse how the marketing concept elements are incorporated into Electronic Arts (EA) overall business plan the following steps has to be taken: 2.1 Electronic Arts main web site has to accessed in order to obtain company business information.... [tags: Business Marketing]
1926 words (5.5 pages)
- 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.... [tags: Papers]
1516 words (4.3 pages)