Marketing Concept Of Marketing And Marketing

1413 Words Dec 18th, 2014 6 Pages
MARKETING CONCEPT

Marketing is an act of promoting and selling products or a service, this also includes marketing research and advertising. The marketing concept is the philosophy used by companies to analyse the needs of their customers so they can be better than the competition. As well as this they must also take into consideration the companies capabilities and the environment it is working in, as they can face the pressures of environmental changes. By using the marketing concept companies identify incoming changes and prepare itself to exploit them. The marketing concept is about matching a company’s capabilities with what the consumer wants. After World War 2 customers had more money and could afford to be more selective when picking products which lead to companies to introduce a marketing concept.
The main characteristics of the marketing concept are:

• Customer-orientation – The customers always come first.

• Marketing Research – An intelligent marketing research programme set up to find out what customers want.

• Market Planning – A Marketing plan is important so objectives and policies of marketing and other departments are planned out.

• Integrated Marketing - Using the research to create the right marketing mix to meet customer’s needs.

• Customer Satisfaction - The aim should be to maximise profit through the satisfaction of customer.
HISTORY OF MARKETING
The production orientation

During the industrial revolution goods were rare and producers…
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