Criticism Of MO

Marketing Concept The marketing concept can be defined as the idea that an organization should strive to satisfy the needs of customers, while also trying to achieve the organization’s goals.1 The marketing concept is about matching a company 's capabilities with customer wants. This matching process takes place in what is called the marketing environment. Businesses have to take into account their competitors, as well as changes in the political, economic, social and technological environment. The before mentioned factors must be taken into account as an organization tries to match its capabilities with the needs and wants of its target customers. An organization that adopts the

Research by Hooley, Saunders, Piercy, and Nicoulaud (2008) supports the concept of Peter Doyl, a doctor of media and mass communication, that few companies are successful at surpassing the mindset of flooded advertisement, short-term sales growth and flamboyant innovation ideas to accomplish what Doyl calls a robust marketing strategy that produces longevity and shareholder value. Doyl categorizes marketing strategies into three levels of radical, rational and robust strategies. In a radical strategy, companies achieve spectacular growth in sales and profits but fail to create long-term customers and shareholder value through superior products and services. A rational strategy accomplishes

The organization creates the products that its intended customers want to buy and define and improve the characteristics of products or service that meet its customers ' expectations, not only now but in the future.

In the article Marketing is Everything, the author Regis McKenna emphasizes the significant of managing strategic marketing. He also highlights that the transformation process of marketing and several important marketing elements that lead originations toward success. First and foremost, McKenna compares two periods of companies. Before technology developed, most companies concentrated on sale or product driven. In other words, during that time, products were displayed as the first priority in corporations rather than being customer oriented. Instead of researching customers’ desires and customizing new products for them, manufacturers and sellers did not pay attention to their customers’ needs and only tried to alter their minds to match products.

“Companies with a marketing orientation focus on customer needs as the primary drivers of organizational performance”

In order to profitably satisfy customer needs, an organisation must understand its external and internal situation including the customer, the market and its own capabilities. Furthermore, it needs to understand and adapt to the dynamic and uncontrollable factors of the environment in which it operates.

In this modern era, the global business environment is changing so fast that organizations need to manage differently to suit customers’ unlimited wants. Organization theory is an area of study where organizations are the phenomenon of interest for theory that applies to everybody. Organization are defined as a consciously coordinated social entity, with a relatively, identifiable boundary that performs upon consciously basis to accomplish a mutual goal. Organizations are structured the way they are because different organization perceive and do things differently. Effectiveness of an organization is based on how they are being run: culture, structure and power. Nowadays, flexibility and creativity are primary elements of the

To be successful in business, "a consumer does not buy a whole of physical components of the product but it is usefulness, function, satisfaction of consumer's needs, solving the problem, etc" (Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1). Companies and managers must learn to utilize marketing research, as well as, strategy skills to fulfill customers' satisfaction. Management has to focus on exclusive marketing challenges presented by the new era of the 21st century. Management has to be able to utilize inventive, dominant, and cost effective marketing techniques that will support the future success of the organization. Companies must meet,"the increasing importance of services as part of a product (offer, offering package) which cannot be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as, evaluating the importance of such research, facilitates managers in realizing the importance of marketing to an organization's success and to be globally competitive.

Strategic marketing views sustainability through a market focused approach and considers it as a strategic resource that leads to competitive advantage for the organization and to superior performance (Hult 2011). Market-focused sustainability integrates the customer (and other important stakeholders) into marketing strategy making and implementation. This has the opportunity to create a marketing strategy that is valuable, rare, inimitable, and difficult to substitute (Barney 1991). These sustainability-driven organizations create unique idiosyncrasies that positively affect their standing in the marketplace, offer an opportunity for market segmentation, and deliver value to customers

For an organization to beat the competition, they need to understand what the consumer wants. Marketing concepts are based upon consideration on what the organization’s customers need and nourishing these needs better than the

In today’s modern era, the world is moving faster than ever, every organization is running a race of gaining maximum market share, and so as the customers, for their organization’s long-term growth but only those companies who transform themselves according to the need and requirement of the customers are able to achieve success and profit they desire and that’s what exactly said by Theodore Levitt (Head of the Marketing area at the Harvard Business School) in his article “The Marketing Imagination”.

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.

It is is customer-oriented marketing philosophy. They assume that demand of consumer is realistic and clear. As people's living standards improve, people's demand for diversified and personalized directions. To be able to satisfy customers, enterprise must clearly recognize the needs of customers to produce marketable products. They need to be more timely and effective to meet those needs than competitors. (Drucker,2005) The purpose of marketing is to make selling superfluous, marketing aimed at a profound knowledge and understanding of the customer, so that the product or service perfectly suited to people’s needs and the it will change selling products into sales by products

Marketing has been defined as “…an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (American Marketing Association, 2004) and “…a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets in order to achieve organizational objectives” (Etzel, Walker, Stanton, Pandit, 2010: 7). Based on these definitions one can assume that Marketing is referred to those actions that firms must take to create value and exchange it with potential customers, and in this regard Marketing plays a strategic role in the organization (Silk, A J, 2006: 3). Marketing research on the other hand is “…needed before a product is introduced to the market and on a regular basis throughout its life. Research is not limited to products; it is conducted to answer questions about potential market segments, entire stores, brand names, advertising, prices, and every other aspect of marketing.” (Etzel, Walker, Stanton, Pandit, 2010: 181)

I am creating a detailed assignment In view of the dynamic nature of the marketing environment and to what extent are consumers considered to be, in practice, central to marketing activities? I am firstly going to go into depth about what marketing actually is then breaking that up into sections to investigate around the question asked, branching off to explain about what the dynamic environment is and what the four P’s represent, marketing and the consumer and finally to create a conclusion to the question. Andrew Cohen (President, The A team) said ‘’Marketing is meeting the needs and wants of a consumer.’’ There are many different definitions of marketing, most surrounding the same point, which is exactly what Cohen’s definition states-