► Increase market share
► Increase sales of the products
► Achieve the organization's goals
► Provide quality products
The Marketing Concept (handouts page 223 - lesson 44)
The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. Under the marketing concept, customer focus and value are paths to sales and profits. The marketing and selling concepts are often confused. The primary differences are:
1). The selling concept takes an "inside-out" perspective (focuses on existing products and uses
heavy promotion and selling efforts).
2). The marketing concept takes an "outside-in" perspective (focuses on customer needs, values,
and satisfactions).
Many companies claim to adopt the marketing concept but really do not unless they commit to
market-focused and customer-driven philosophies.
1). Customer-driven companies research current customers to learn about their desires,
gather new product and service ideas, and test proposed product improvements.
2). Such customer-driven marketing usually works well in a situation of clear need and when
customers know what they want.
3). When customers do not know what they want, marketers can try customer-driving
marketing—understanding customer needs even better than customers themselves do, and creating
products and services that will meet existing and latent needs now and in the future.
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On Sat, Nov 5, 2011 at 11:20 AM, Zubair Hussain <zubair@vuzs.net> wrote:
The marketing concept is a philosophy that states that an organization determines the needs and wants of target markets and delivers the desired satisfactions more effectively and efficiently than competitors do. What is the impact of this philosophy on the organization?--► Increase market share► Increase sales of the products► Achieve the organization's goals
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