Marketing Concept, Marketing Notes
The
marketing concept is the philosophy that firms should analyze the needs of
their customers and then make decisions to satisfy those needs, better than the
competition. Today most firms have adopted the marketing concept, but this has
not always been the case.The concept of marketing is the philosophy that
businesses should analyse the needs of their customers and then make decisions
to meet these needs better than the competition. Today, most companies have
adopted the concept of marketing, but this was not always the case.
In
1776 the wealth of Nations, Adam Smith wrote that the needs of producers should
be considered only in what concerns the needs of consumers. While this
philosophy is consistent with the concept of marketing, it will not be adopted
widely until almost 200 years later.
To
better understand the concept of marketing, it should be put into perspective
in reviewing other philosophies that formerly were predominant. Although these
alternative concepts prevailed during different historical time periods, they
are not limited to these periods and are still practiced by some companies
today.
The
Concept of Production
The
concept of production has prevailed since the time of the industrial revolution
until the early 1920s. The production concept was the idea that a company
should focus on products that it could produce more efficiently and that the
creation of a supply of products at low cost in itself and create the demand
for the products. Questions key that requires a business before producing a
product were:
*
Can produce us the product?
*
Can produce us enough of it?
At
the time, the concept of production worked pretty well because the goods were
produced were largely those necessities and there was a relatively high level
of unsatisfied demand. Virtually everything that could be produced is sold
easily by a sales team whose job was simply to execute transactions at a price
determined by the cost of production. The production concept prevailed in the
end of the 1920s.
The
Concept of sale
By
the beginning of the 1930s, however, the mass production had become
commonplace, competition has increased, and there was a little unquenched
demand. At that time, companies began to practice the sales concept (or the
concept of sale), under which companies not only produce products, but also
would try to convince customers to buy through advertising and personal
selling. Before producing a product, the main issues were:
*
Can we sell the product?
*
Can we charge enough for it?
The
concept of sale given little attention to the question of whether the product
actually was necessary; the goal was simply to beat the competition for sale
with little regard to the satisfaction of the client. Marketing is a function
that took place after the product has been developed and produced, and many
people have come to associate the difficult sale of marketing. Even today, many
people use the word 'marketing' when they want to really dirty.
The
Concept of Marketing
After
the second world war, the variety of the products increased and hard selling is
more could be invoked to generate sales. With the increase in discretionary
income, visitors could afford to be selective and buy only products that
precisely meet their changing needs, and these needs were not immediately
obvious. The key questions became:
*
What do customers want?
*
Can develop while they still want?
*
How can we keep our satisfied customers?
In
response to these demanding customers, companies have begun to adopt the
concept of marketing, which consists of:
*
Focusing on client needs before developing the product
*
Aligning all functions of the company to focus on the needs
*
Make a profit by meeting client successfully needs long term
When
companies began to adopt the concept of marketing, they usually put in place of
the separate marketing departments with the aim to satisfy the needs of
customers. These departments were often departments of sales with expanded
responsibilities. This expanded commercial service structure is today in some
companies, many businesses have themselves structured organizations with a
customer focus marketing company-wide. Given that the entire organization
exists to meet the needs of the customer, that person cannot ignore a customer
problem
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