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Implementing the Marketing Concept

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 th...
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Marketing Concept

Marketing concept a business philosophy that involves the entire organization in the process oF satisfying custormers needs while achieving hie organizalion’s goals.
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Evolution Of Customer Orientation

  In the 1920s, production began to catch up with demand. Now producers had to direct their efforts toward selling goods rather than just producing goods that consumers readily bought. This new sales orientation was characterized by increased advertising, enlarged sales forces, and, occasionally, high-pressure selling techniques. Manufacturers produced the goods they expected consumers to want, and marketing consisted primarily of promoting products through personal selling and advertising, taking orders, and delivering goods. During the 1 950s, howevei; business people started to realize that even enormous advertising expenditures and the most thoroughly proven sales techniques were not enough. Something else was needed if products were to sell as well as expected. it was then that business managers recognized that they were not primarily producers or sellers hut rather were in the business of satisFying customers’ wants. As a top executive at Whirlpool states, “The key to a wh...
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Customer satisfaction.

 Satisfying customers’ needs is a major component of the marketing concept. Through its Customer One program, Chrysler makes every customer’s satisfaction a number one priority.
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Evolution of the Marketing Concept

From the start of the Industrial Revolution until the early twentieth century, business effort was directed mainly toward the production of goods. Consurner demand for manufactured products was so great that manufacturers could almost hank on selling everything they produced. Business had a strong production orientation, in which emphasis was placed on increased output and production efficiency. Marketing was limited to taking orders arid distributing finished goods.
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THE MARKETING CONCEPT

The process that leads any business to success seems simple. First, the firm must talk to its potential customers to assess their needs for its goods or services. Then the Firm must develop a good or service to satisfy those needs. Fìnall; the firm must continue to seek ways to provide customer satisfaction. This process is an application of the mai-keting concept, or marketing orientation. As simpic as it seems, American business has been slow to accept it.
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Place utility

form utility utility created by converting production inputs into finished products place utility utility created by making a product. available at a location where customers wish to purchase it time utility utility created by making a product available when custotntTS wish to  purchase it. possession utility utility  created by Lranslcrriflg title (or ownership) ol a product to the buyer
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