Marketing Concept
Marketing means different thing to different people.
When a salesman talk of marketing a product, for example probably he is talking about selling. When an advertising man speak of marketing, probably he means advertising, and when a manager of a super market refers to marketing, he is likely to mean retailing and merchandising. Actually, each one of these people is talking about a different part of the total marketing activity.
Many definitions of marketing have been put forth over the years
According to my perspectives: MARKETING CAN BE DEFINE AS THE MARKET ACTIVITIES THAT DIRECT THE FLOW OF GOODS AND SERVICES FROM THE PRODUCER TO CONSUMER.
I ALSO SEE IT AS A HUMAN ACTIVITIES DIRECTED AT SATISFYING NEEDS AND WANTS THROUGH THE EXCHANGE PROCESS.
PHILOSOPHY OF MARKETING
- Production concept: this is based on the notion that consumers will accept those products available to them in the market and effort were gingered towards improved production process and distribution efficiency. It holds that consumers favour product that are available and highly affordable.
- Product concept: this is based on the belief that consumers favour product that offer the most qualified performance and features, hence the organization should make continuous effort in product improvement
- Selling concept: this holds that consumers won't buy a company product except the company undertakes large selling and promotion effort
- Marketing concept: this emergence resulted from the failure of the production and sales concept respectively. These concept collapsed one after the other of their inability to meet the challenges of their time and the inability of business firms to achieve their objectives.
- Consumer Orientation: this concept seeks to crown the consumers as the king. As marketing implies (TOWARDS CONSUMER DELIGENCE). recognizing that he is the life blood of the organization
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