What is Concept Marketing?
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marketing concept and orientation
It is a fundamental idea of marketing that organisations survive and prosper through meeting the needs and wants of customers. This important perspective is commonly known as the marketing concept.
The marketing concept is about matching a company's capabilities with customer wants. This matching process takes place in what is called the marketing environment.
Businesses do not undertake marketing activities alone. They face threats from competitors, and changes in the political, economic, social and technological environment. All these factors have to be taken into account as a business tries to match its capabilities with the needs and wants of its target customers.
An organisation that adopts the marketing concept accepts the needs of potential customers as the basis for its operations. Success is dependent on satisfying customer needs.
What are customer needs and wants?
A need is a basic requirement that an individual wishes to satisfy.
People have basic needs for food, shelter, affection, esteem and self-development. Many of these needs are created from human biology and the nature of social relationships. Customer needs are, therefore, very broad.
Whilst customer needs are broad, customer wants are usually quite narrow.
A want is a desire for a specific product or service to satisfy the underlying need.
Consider this example:
Consumers need to eat when they are hungry.
What they want to eat and in what kind of environment will vary enormously. For some, eating at McDonalds satisfies the need to meet hunger. For others a microwaved ready-meal meets the need. Some consumers are never satisfied unless their food comes served with a bottle of fine Chardonnay.
Consumer wants are shaped by social and cultural forces, the media and marketing activities of businesses.
This leads onto another important concept - that of customer demand:
Consumer demand is a want for a specific product supported by an ability and willingness to pay for it.
For example, many consumers around the globe want a Mercedes. But relatively few are able and willing to buy one.
Businesses therefore have not only to make products that consumers want, but they also have to make them affordable to a sufficient number to create profitable demand.
Businesses do not create customer needs or the social status in which customer needs are influenced. It is not McDonalds that makes people hungry. However, businesses do try to influence demand by designing products and services that are
• Attractive
• Work well
• Are affordable
• Are available
Businesses also try to communicate the relevant features of their products through advertising and other marketing promotion.
Which leads us finally to an important summary point.
A marketing orientated business is one that which has adopted the marketing concept
Concept Marketing Group, Inc. is a full-service marketing consulting firm with over 29 years of experience in traditional marketing - including 13 years on the Internet. We define business and product offerings, provide the expert advice to promote your product, increase advertising ROI, brand your business, and increase brand awareness for a "full circle" marketing approach.
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
Concept Marketing Group, Inc. is a full-service marketing consulting firm with over 29 years of experience in traditional marketing - including 13 years on the Internet. We define business and product offerings, provide the expert advice to promote your product, increase advertising ROI, brand your business, and increase brand awareness for a "full circle" marketing approach.
Our goal is to create a positive awareness of your company - whether it is locally, regionally or in the worldwide marketplace. We work to enhance profitability, improve your corporate image, grow your customer base, and maximize sales through effective, targeted marketing strategies.
Our clients range from Fortune 500 companies with global markets to smaller local businesses. We can show you how to maximize your marketing dollars and assist you in creating a corporate identity that will give your company a competitive edge and open doors to greater business opportunities.
reff:http://www.marketingsource.com/.
The marketing concept relies upon marketing research to define market segments, their size, and their needs. To satisfy those needs, the marketing team makes decisions about the controllable parameters of the marketing mix.
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