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The Marketing Concept Slide 1 Marketing Concept “..The Marketing Concept means that an organization aims ALL its efforts at satisfying its customers...” “… give the customers what they need/want seems so obvious” ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 2 the Marketing Concept All of the people in the company aim all efforts to satisfy the customer. 1. Customer satisfaction 2. A total company effort 3. Profit (not just Sales) as an objective ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 3 Marketing Concept Page 6 Beckman, Boone & Kurtz Organization-wide focus on providing chosen groups of customers with products that bring (optimal) the best satisfaction so as to achieve long-run profits. Customer Satisfaction is the major focus of the Marketing Concept. Page 8. Pride, Ferrell, Mackenzie and Snow A guiding focus …high level objectivecustomer satisfaction Shapiro ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 4 Marketing Concept Organization-wide- means the WHOLE company involved focus on providing chosen groups - specific segments not everybody Page 6 Beckman, Boone & Kurtz of customers with products that bring optimal satisfaction - designed to give them exactly what they want so as to achieve long-run profits - not short term - you also have to watch your competition ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 5 Marketing Concept The Marketing Concept is NOT a second definition of marketing. It is a management philosophy guiding an organization’s overall activities Page 9 in Pride, Ferrell, Mackenzie and Snow “… a philosophy to guide the whole firm…” Shapiro text ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 6 Applying the Marketing Concept You have to first accept that it is necessary to find out “what the customer really wants”. You have to establish an information system to do surveys, questionnaires, etc. in order to “know” what to create that is really satisfying to the customer. Page 10 in Pride, Ferrell, Mackenzie and Snow ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 7 the Marketing Concept “… the fences come down…” “…guided by what customer’s want instead of what each dept would like to do…” Because everybody sees they have a responsibility - relates to TQM - continuous improvement - empowerment in Shapiro ppt slides created by Prof. Tim Richardson The Marketing Concept Slide 8 the Marketing Concept What the text is trying to emphasize is that the people on the selling side, and the people in production, and the people in the middle - ALL have to be “in sync” so that they are all aware of how each other has to do things in order to ultimately satisfy the final customer. The marketing concept “provides a guiding focus that all depts should adopt” in Shapiro ppt slides created by Prof. Tim Richardson