By Student’s Name
Marketing is one of the fields in business management. The field involves business organizations and their customers as the key players. Marketing involves an organization or a company identifying and anticipating their customer’s needs and satisfying them in a profitable way. Marketing is a broad field and it encompasses marketing concept and marketing practices. Marketing concept is a marketing philosophy that advocates for selling products or services that are benefit oriented instead of product oriented. Benefit oriented products and services seek to satisfy the needs of customers while product oriented ones focus on production needs of the company. For example, a perfume producing company may use the marketing concept to market their products where the company would advocate that it is in the business to sell dreams and romance. The company therefore, markets the benefits derived from the product rather than the perfume itself. On the other hand, marketing practices are activities that a business organization employs to oversee successful marketing of its products and services. Both marketing concept and marketing practices have their positives and negatives. This essay seeks to establish whether the positives of marketing concept outweigh the negatives of today’s marketing practice.
Customer needs are known to be ever changing due to changes in their taste and preferences over products and availability of disposable incomes. Marketing concept therefore, focuses on the needs of the customers which are incorporated in development of products and aligns the company functions to focus on the customer needs to achieve the ultimate goal of profitably satisfying the customer needs (Yapp). This concept has several positives such as long-term success, enables organizations to capitalize opportunities, proper customer consideration,