Marketing Research by Geoff Lancaster ©
1 Introduction
The marketing concept states that the nature of the marketing orientated organisation, whether product or service based, profit or non profit based, is the identification and genuine satisfaction of customers needs and wants, more effectively and efficiently than the competition. The marketing concept has been defined as ‘the key to achieving organisational goals’ and the marketing concept rests on ‘market focus, customer orientation, co-ordinated marketing and profitability’. In a profit making business the firm obviously has to try and achieve this level of customer satisfaction as a way of staying ahead of the competition and making a profit. In a ‘not for profit’ organisation, management substitutes profit for some other criterion such as maximum social benefits; a political party would be likely to substitute maximising votes for financial profit. A university on the other hand may substitute ‘research......
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Approximate Word Count: 5073
Approximate Pages: 20 (260 words per double-spaced page) |