The marketing concept has been adopted by many of the most successful business firms. Sonic firms, such as Ford Motor Company and Apple Computer; have gone through minor or major reorganizations in the process. Because the marketing concept is essentially a business philosophy, anyone can say, “T believe in it.” But to make it work, management must fully adopt and then implement it. To implement the marketing concept, a firm must first obtain information about its present and potential customers. The firm must determine not The firm must then use this information to pinpoint the specific needs and potential customers toward which it will direct its marketing activities and resources. (Obviously, no firm can expect to satisfy all needs. And not every individual or firm can be considered a potential customer for every product manufactured or sold by a firm.) Next, the firm must mobilize its marketing resources to (1) provide a product that will satisfy its customers; (2) price the product at a level that is acceptable to buyers and that will yield a profit; (3) promote the product so that potential customers will he aware of its existence and its ability to satisfy their needs; and (4) ensure that the product is distributed so that it is available to customers where and when needed. Finally, the firm must again obtain marketing information—this time regarding the effectiveness of its efforts. Can the product be improved? Is it being promoted properly? Is it being distributed efficiently? Is the price too high or too low? The firm must he ready’ to modify any or all of its market ing activities based on information about its customers and competitors.