Marketing and its environment
The marketing concept is a management philosophy prompting a business organization to try to satisfy customer's needs through a coordinated set of activities that also allows the organization to achieve its goals. Customer satisfaction is the marketing conce[...]
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The marketing concept is a management philosophy prompting a business organization to try to satisfy customer's needs through a coordinated set of activities that also allows the organization to achieve its goals. Customer satisfaction is the marketing concept's major objective. The philosophy of the marketing concept emerged in the United States during the 1950's, after the production and sales eras.
To make the marketing concept work, top management must accept it as an overall management philosophy. Implementing the marketing concept requires an efficient information system and sometimes restructuring the organization. Organizations that develop activities consistent with the marketing concept become market-oriented organizations. Marketing opportunity analysis involves reviewing:internal factors (organizational objectives, financial resources, managerial skills, organizational strengths and weaknesses, cost structures),
external factors (the competitive, economic, political, legal and regulatory, technological and socio-cultural forces of the marketing environment). 2. A target market is a group of persons for whom a firm creates and maintains a marketing mix that specifically fits their needs and preferences. The organization's management must designate which customer groups the firm is trying to serve and have some information about them. Identification and analysis of a target market provide a foundation for developing the marketing mix.
The four marketing mix variables are product , distribution, promotion and price. the product variable: is the aspect of the marketing mix dealing with researching consumers' wants and designing a product with the desired characteristics. The distribution variable. A marketing manager tries to make products available in quantities desired to as many customers as possible and keep the total costs of inventory, transportation and storage as low as possible. « mai multe referate din Marketing