1. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 1 “..The Marketing Concept means that an organization aims ALL its efforts at satisfying its customers...” Marketing Concept “… give the customers what they need/want seems so obvious”

2. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 2 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 the Marketing Concept

3. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 3 Organization-wide focus on providing chosen groups of customers with products that bring (optimal) the best satisfaction so as to achieve long-run profits. Marketing Concept Page 6 Beckman, Boone & Kurtz Customer Satisfaction is the major focus of the Marketing Concept. Page 8. Pride, Ferrell, Mackenzie and Snow A guiding focus …high level objective- customer satisfaction Shapiro

4. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 4 Organization-wide- means the WHOLE company involved focus on providing chosen groups - specific segments - not everybody 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 Marketing Concept Page 6 Beckman, Boone & Kurtz

5. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 5 The Marketing Concept is NOT a second definition of marketing. It is a management philosophy guiding an organization’s overall activities Marketing Concept Page 9 in Pride, Ferrell, Mackenzie and Snow “… a philosophy to guide the whole firm…” Shapiro text

6. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 6 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. Applying the Marketing Concept Page 10 in Pride, Ferrell, Mackenzie and Snow

7. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 7 “… 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 the Marketing Concept in Shapiro

8. ppt slides created by Prof. Tim Richardson The Marketing ConceptSlide 8 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” the Marketing Concept in Shapiro