Concept of Marketing
Although the marketing concept is referred to as new, it is, of course, not new at all. Every successful business has followed it, albeit sometimes unconsciously or by accident. Obviously no business can succeed for very long without filling customer`s needs or wants in an efficient manner.
What is new -besides the name- is a conscious effort on the part of business managements to put the theory into practice throughout companies that have become large and departmentalized or in companies whose original product or service no longer fulfills its original purpose.
It is one thing to be in a small business where the owner has first hand knowledge of his costumers needs and where he personally supervises all key operations; but it is quite another to be in a large, diversified company where the president can not know his costumers or even all of his salesman, and where he can not personally supervise the people who must work together to effect change.
To put the marketing concept to work in a small company requires mainly that the president have determination and know-how. To make marketing concept work in large company, on the other hand, requires not only the determination of the president but also the determination of all key executives, plus an educational programme throughout the company and the services of a highly component marketing manager with adequate staff and adequate authority.