Marketing Concept Explanation of Marketing Concept Marketing is clearly defined by Kotler as “the human activity directed at satisfying needs and wants through exchange processes” (Kotler, 19). Likewise, Kotler proffered that the meaning of marketing concept is that is “a management orientation that holds the key task of the organization to determine the needs and wants of target markets and to adapt the organization to delivering the desired satisfactions more effectively and efficiently than competitors” (Kotler, 31)…
13). Both definitions focused on the term being a philosophy or an orientation designed by management where the important elements for success and profitable financial performance of a firm is anchored in satisfying the needs of the target market or the potential customers – more than competitors do. Analysis of the Concept The marketing concept could be closely evaluated using an organizational example: Coke versus Pepsi. Bhasin (2010) described in his article that “the marketing concept proposes that the success of the firm depends on the marketing efforts of the company and in delivering a better value proposition as compared to its competitors in its own target market” (Bhasin, par. 1). Coke’s marketing strategy is to provide customers with a product that has been envisioned to be timeless, not restricted in boundaries, applies to all ages and generations and is able to captivate and satisfy the thirst and refresh its clientele. ...
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
Intensive research conducted on integrated marketing communication for introducing the product requires a promotional strategy that includes a number of media platforms to promote the customised cell phone. Discussion on internet marketing, print media, integration of
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has