The Marketing Concept

The Marketing Concept

this page last updated 2015 July 7th

This page used in the following courses taught by Prof. Richardson
.

MRK 106
CCT 322

http://www.witiger.com/powerpoints/MRK106/MarketingConcept.ppt

you may begin this unit by reviewing the powerpoint dealing just with the Marketing Concept

page 14, 10th edition text for MRK 106
page 9-14, 11th edition text for MRK 106

Key
Points

In virtually all courses taught on marketing at colleges and universities in the U.S. and Canada - the "Marketing Concept" is considered a very important thing for the students to understand.

WTGR

.
"The idea that an organization should aim all of its efforts at satisfying its customers - at a profit"

translation by witiger !!!!

everybody in the company has to think about helping customers
if everybody thinks about helping the customer, then we will all be doing the right thing
- but this help cannot be "everything" without context, it has to be profitable
- if you cannot do it profitably, then forget about that particular customer-

.	Companies that focus on the "Marketing Concept" are also companies that have a "Marketing Orientation" - this is considered to be the best approach to doing business, compared to the Sales Orientation or Production Orientation. WTGR

.
"When firms first began to adopt the marketing concept, they typically set up separate marketing departments whose objective it was to satisfy customer needs.

Often these departments were sales departments with expanded responsibilities.
While this expanded sales department structure can be found in some companies today,

many firms have structured themselves into marketing organizations having a company-wide customer focus.

Since the entire organization exists to satisfy customer needs, nobody can neglect a customer issue by declaring it a "marketing problem"

- everybody must be concerned with customer satisfaction."

http://www.netmba.com/marketing/concept/

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