THE MARKETING CONCEPT!

The marketing concept takes the view that the most important stakeholders in the organisation are the customers. This does not necessarily mean that the customer is always right, but it does mean that the customer forms the starting point for the organisation's corporate strategy. Organisations that adapt the marketing concept also tend to see marketing as a very diffuse activity, shared by many, and not just the preserve of a specialist group.

Marketing role in an organisation is carried out by numerous individuals. In the first place all those senior leaders, and their advisers, contributing to the organisation's corporate plan, are fulfilling, among other things, a marketing role by examining the marketplace and assessing the organisation's ability to meet current and future demands on its resources.

The point is that human beings have relatively few needs, but can generate an enormous number of wants. Not surprisingly, therefore, most marketing efforts concentrates predominately on satisfying people's wants. In addition to this, some marketing is directed specifically at creating or changing people's wants.