Is the Marketing Concept Really Dead?

Is the Marketing Concept really dead?

Trevor Hammer - Marketing 205

SAIT Polytechnic

Nasir Ibrahim

Sunday, March-06-11

Is the Marketing Concept really dead

Is the marketing concept really dead? Karl Moore’s article published in Marketing Magazine (2006) “The Marketing Concept” RIP discusses that the marketing concept is “Drawing to a close,” or retiring with its generational cohorts, “The baby boomers.” Karl discusses the ideas that the focus on customer needs and wants is getting harder and harder than ever to communicate promotion. It has evolved from simply getting as many people as possible to buy a product, to present times where building long-term customer relationships are crucial to an organizations success. The marketing concept certainly is not dying; it is only changing as each generation’s buying habits are changing. The needs and wants of consumers are more important than ever before as competition is higher than ever, and many companies are focused on delivering perfect guest experiences. The importance of building relationships with customer’s, has become the single most important asset in marketing. The perfect guest experience is researched and this marketing strategy focuses on exceeding customer’s needs, wants, and a delivering whatever it takes attitude to ensure customer satisfaction. Companies are more focused than ever at proper training of staff in every area of the business on how their position is important in every customer’s experience and an asset to the company.

Marketing originated from the early 1900’s and was motivated by the need to dissect in greater detail the relationships and behaviours that existed between sellers and buyers. This type of marketing was based on identifying strategies, and tactics for simply selling more products, the sacrifice was; little or no regard for what customers really wanted. (Tom Hornbys Orchard) The “Sell as much as we can” philosophy ruled the market until around the 1950’s when...