The marketing concept and process

Mémoire de marketing en anglais, niveau Bac+5, sur une analyse approfondie du marketing

Extrait:

"Let's start with the beginning - the customer" (Levitt, 1960).
Several definitions have been proposed for the term marketing. Each tends to emphasize different issues, however most of them converge to a single truth that business success is based on the ability to build a growing body of satisfied customers.
"Marketing must be regarded not merely as a business practice, but as a social institution. Marketing is essentially a means of meeting and satisfying certain needs of people" (Bartles, 1976).
"Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is meeting needs profitability". (Kotler, 2005).
Marketing involves satisfying consumers' needs and wants. The task of many business is to deliver customer value and at a profit". (Kotler and Keller, 2006).
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" (American Marketing Association Board of Directors, October 2007).
To sum up, putting the customer first is probably the most popular approach of marketing. As a matter of fact, modern marketing programs are built around the "marketing concept," which directs managers to focus their efforts on identifying and satisfying customer needs - at a profit. But what seems obvious today was not at the stuttering of marketing. In the first chapter of this essay, we will see how marketing theories changed from the historic "marketer in control" at the beginning of the 1900s when [...]

Plan:

Introduction

The Marketing Concept

• From product to customer oriented
• The customer Value and Product Differentiation Concepts

From the Marketing Concept to the Marketing Process

• The Marketing process

The New Marketing Paradigm and its Criticisms

• The Holistic Concept an Obvious Mutation
• Marketing criticisms

Conclusion

Références