Do all companies need to practise the marketing concept?cite which companies need and which dont?
Answer:
Nope, not all companies have to do this. For example: a company that doesn't have any competitors (but enough demand for its products does exist). But don't be fooled, by far most companies have to understand their customers and competitors and act accordingly. By the way: Kotler adds the societal marketing concept. In short this means that companies must not only think about customers needs and wants, but also about their wellfare.
I think so. Even if your company was in the most commoditized/generic industry, the marketing concept would still be very applicable for intra-company processes such as manufacturing, paper work, etc. Much like total quality management can be viewed as largely an extension of marketing principles to the area of production.
Not necessarily. Our company is into hog production and we have no need for marketing. Our hogs are bought live by middlemen, who have them slaughtered at a slaughterhouse. We have to turn away buyers because our hogs are allocated to a group of constant middlemen-buyers. This business has operated this way since 1969.
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