The evolution and implementation of the marketing concept
Summary :
Table of Contents
- Introduction
- Marketing concept's history
- Arguments against the marketing concept
- Arguments for the marketing concept
- Point of view
- Conclusion
- Bibliography
Abstract
Since its introduction in 1950's the marketing concept has been criticized, broadened, and blamed for the current decline in the competitive world. Have critics failed to recognize what marketing concept really is?
The marketing concept was created in the 1950's just after the World War II, more precisely in the 1952 annual report of General Electric. This concept appeared when the variety of products increased and the sales of the products were not based just on the way to sell it or the price to sell it, but based on the questions: what do customers want? And how can we keep our customers satisfied?
Since its creation the marketing concept has been applied in most of companies, this concept is based on the philosophy of Adam Smith who wrote in 1776 in "The Wealth of Nations" that "the needs of producers should be considered only with regard to meeting the needs of consumers." It means that it is the demand which induces the supply, so the supply has to listen to the demand's needs.
For the US marketer Philip Kotler, "the marketing concept holds that the key to achieving organizational goals lies in determining the needs and wants of target markets and delivering the desired satisfaction more efficiently and effectively than the competitors". It means that a company has to create some products based on what the customers want. The aims of marketing concept are to satisfy customers and to keep them, because according to the Customer Service Institute, it costs as much as five times as much to acquire a new customer than keep an existing one. To reach these objectives companies had to create tools.
Keywords - modern concept of marketing, production concept marketing, right concept marketing,
the marketing concept.
The marketing concept was created in the 1950's just after the World War II, more precisely in the 1952 annual report of General Electric. This concept appeared when the variety of products increased and the sales of the products were not based just on the way to sell it or the price to sell it, but based on the questions: what do customers want? And how can we keep our customers satisfied?
Since its creation the marketing concept has been applied in most of companies, this concept is based on the philosophy of Adam Smith who wrote in 1776 in "The Wealth of Nations" that "the needs of producers should be considered only with regard to meeting the needs of consumers." It means that it is the demand which induces the supply, so the supply has to listen to the demand's needs.
For the US marketer Philip Kotler, "the marketing concept holds that the key to achieving organizational goals lies in determining the needs and wants of target markets and delivering the desired satisfaction more efficiently and effectively than the competitors". It means that a company has to create some products based on what the customers want. The aims of marketing concept are to satisfy customers and to keep them, because according to the Customer Service Institute, it costs as much as five times as much to acquire a new customer than keep an existing one. To reach these objectives companies had to create tools.
Keywords - modern concept of marketing, production concept marketing, right concept marketing,
the marketing concept.
See similar documents : Marketing
2
The implementation of an information system and its consequences for the success of the companies
Presentation | 01/16/2009 | en | .doc | 6 pages
3
Feasibility study of a new cosmetic product launch on the American market
Market study | 01/19/2009 | en | .doc | 25 pages
5
The benefits and risks associated with the implementation of 3G technologies at Vodafone
Presentation | 07/07/2008 | en | .doc | 6 pages
Latest in the category : Marketing
Most downloaded in the last 30 days : Marketing
4
Fair Trade: Evaluating the model's success based on its workability
as a market-based model
Term papers | 05/12/2009 | en | .doc | 4 pages
Change Currency
Content partner :
Acepublisher.com is a pioneer in validating and publishing top quality content.
Term papers | 09/30/2009 | us | .doc | 8 pages
Delocalization: Advantages, inconveniences and consequences
Term papers | 09/29/2009 | us | .doc | 10 pages
Strategic management in an organization
Term papers | 09/29/2009 | us | .doc | 14 pages
Our guarantee :
How it works?
Quality guaranteed
Refunds
Secure payment
Who are we ?
