Identify and Discuss the Main Pillars That Support the Marketing Concept.

Diploma in Management Studies.

MN4015 Marketing Management

Identify and discuss the main pillars that support the marketing concept.

Assess the degree of marketing orientation demonstrated within your own

department / organisation

In this work I intend to explain the marketing concept and describe the main pillars of the concept. I will then move on to discuss the way in which the marketing concept has been implemented within my own company and how that has affected our customers and us.

It is a fundamental idea of marketing that organisations survive and prosper through ensuring that they meet the needs and wants of customers. This important view is known as the marketing concept. For a company to be successful it must be in tune with what the customer needs, it must be completely in tune with their requirements. Unless they do this they will fail to implement the marketing concept.

The key for an organisation is to find out what the needs and wants of their customers are. Needs are those things that are really needed and with which the customer cannot do without. Wants, on the other hand, are what the customer would prefer. We all need food, for example, but I might want to have fish and chips. As far as the organisation supplying the customer is concerned, it doesn’t really matter whether it is a need or a want; it is what the customer requires. We are aiming at total customer satisfaction, so everything that is in the mind of the customer must be taken into account.

According to the marketing concept “an organisation should try to provide products that satisfy customer’s needs through a co-ordinated set of activities that also allows the organisation to achieve its goals.”(Dibb, p.14) Customer satisfaction is clearly the main aim of the marketing concept. It is not only important to produce what the customer needs; the key is to continue to change and adapt as the customer’s requirements...