Marketing Concepts

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

Marketing is a management function which involves creating, communicating and delivering value for an organisation’s customers (Kotler, Brown, Burton, Deans & Armstrong (2010). Although many earlier academics define marketing as merely a process of satisfying customer needs in order to gain profits, more recent developments of the definition include its inherent connection with delivering superior value to customers in order to maintain ongoing relationships (Webster, 1992).

            The Marketing Concept.  This is a business philosophy that challenges the above three business orientations.  Its central tenets crystallized in the 1950s.  It holds that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers. The Marketing Concept represents the major change in today’s company orientation that provides the foundation to achieve competitive advantage.  This philosophy is the foundation of consultative selling.

The purpose of this paper is to define the term “marketing”, explain the importance of marketing in organizational success, and provide examples from the business world to support the explanation of its importance. Upon completion of this paper it should be understood what Marketing means and its importance in today’s society.

Karl Moore is PHd associate professor in the Faculty of Management at McGill University was responsible for writing the article “The Marketing Concept- RIP” which was published July 17th, 2006. He discusses the decline and the increasing irrelevance of the marketing concept idea and how firms are adapting this strategy in today’s market.

Marketing has become a part of society and a huge part of the American culture; one has only to observe the timeless art of Andy Warhol and the iconic Campbell’s Soup Can at the National Gallery of Art in Washington, D.C. A personal definition of marketing is creating a product or service that fulfills a need and taking the idea from a concept to the kitchen table. Business Dictionary defines marketing as “the management process through which goods and services move from concept to the customer” (Business Dictionary, n.d.) as “the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large” (Marketing Power, 2004).

No matter how one defines the word, an organization 's success relies on marketing. Each of the three examples provided in this paper prove that marketing created organization success for each of the organizations. According to Basic Marketing, "if the whole marketing job has been done well, customers don 't need much persuading. They should be ready to buy. And after they do buy, they 'll be satisfied and ready to buy the same way again the next time" (Perreault and

Due to stiff competition, marketing has become an essential component in the management of organizations. According to Turnbull and Paliwoda (2012) marketing revolves around the manner in which organisations communicate with consumers in the market. There are two main perspectives towards the understanding of what marketing is. From one perspective, it is the manner in which organisations communicate with their consumers regarding the existing products and also commication that is geared towards creating positive perceptions in the consumer market. Thus the approach points out that marketing is a tool used for value creation. The other perspective of marketing is more comprehensive as it encompases marketing as a tool and a process in the organization. with regards to this perspective, Challagalla, Murtha, and Jaworski (2014) define marketing as: “the process of conception planning and execution, pricing, promotion and distribution of goods, ideas and services.” This means that marketing starts from the designing and producing products and services, to when they are promoted and distributed to the consumers. Marketing strategies of enhancing sales can be implemented anywhere within the

According to a slide composed by R Brooks there is a general misconception that marketing is synonymous with sales, the aim of this essay is to do research using text books, sites and journal articles on what marketing is really about. It is to show that marketing, contrary to common belief, is not only compiled of selling and advertising but that there is a lot more that it deals with.

Concept of marketing: companies who believe in this concept are of the opinion that this success can be achieved only through consumer satisfaction

Many people think of marketing as “selling stuff to people.” To the contrary, the three most powerful marketing concepts, in essence, do not involve selling stuff to people at all. They instead work to create

The Marketing Concept. This is a business philosophy that challenges all of the other business concepts. It says that its organizational aims consists of the company being more effective than their competitors in creating, delivering, and communicating customer value to its target customers.

The marketing concept is a business philosophy that always challenges the above of the three the production concept, product concept, and selling the concept. It central tenets crystallized in the 1950s and will always hold that the key to achieving its competitors in creating, delivering and also communicating customer value to its selected target customers. The marketing concepts rest on the four of the pillars which are customer needs, target market, integrated marketing and also profitability (Schoell & Guiltinan, 1995,).

The world of marketing is very diverse and can be defined and applied in many different ways. One person might be asked to give a definition of marketing and give a totally different definition than another person. Marketing importance to an organization can be different from one to the other depending on product line and ways in which the organization markets the product. In today’s paper one will look at two different definitions of marketing, the importance of marketing within an organization and three examples of marketing in the business world.

Marketing is about connecting the value of a product, service or brand to customers or consumer for the resolve of encouraging or selling that product, service, or brand. The concepts of Marketing are: Production concept, Product concept, selling concept, Marketing concept and Societal Marketing concept.