Transcript Beckman PowerPoint Presentation

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