The paper "The Uniqueness of Organizations’ Marketing Philosophy" is an outstanding example of marketing coursework. The marketing concept is a common phenomenon since inception. Over the years, it has evolved as the quest to satisfy consumer needs and wants and continues and through this, many organizations and individuals have been able to make profits and expand their sales volumes through marketing. However, marketing philosophy is unique in the sense that, it is an approach whereby organizations think more about on their consumers of their products. Introduction Marketing concept may be common to many organizations however marketing philosophy is unique and therefore it is important to first understand what is marketing in order to distinguish between the two concepts (Abbasi, & Torkamani, 2010).
Marketing can be defined as a systematic process which involves analyzing, planning, implementation and management of the components to achieve organizational goals as well as the set objectives (Abbasi, & Torkamani, 2010). It can, therefore, be said that marketing heavily depends on organizations efforts to designs on how to satisfy consumer needs and wants (Kotler, 2012). From the definition above it is therefore easy to conclude that marketing is more than just the process of selling a product. The marketing concept This is a concept is an ideology which prioritizes the satisfaction of customers’ needs and wants.
Most importantly to achieve this objective the organization needs to constantly carry out research to find out the needs of the- of their customers and to satisfy these needs and wants more proficiently and effectively than those of their competitors. The marketing concept does not target to make the most of profitable sales volumes but to generate returns through target markets satisfaction (Abbasi, & Torkamani, 2010). Diagrammatically, the marketing concept is represented in the figure below Figure1: marketing concept The marketing philosophy Marketing phenomenon may sometimes be a confusing phenomenon as this concept draws its definition from various sources.
This brought about by amalgamation of marketing as a business ideology and at the time as marketing practice (Anderson, & Fornell, 2000). The two components are separate but interdependent. These differences are: This is a fundamental way in which corporates or marketers look at their clients or customers and their needs or wants It is a system of management in which the managers of a given corporate entity uses certain systems of techniques to resolve issues in their organisation. It is not an ideology of marketing and it stipulates that the most fundamental thing in satisfying consumer needs and wants is to first identifying what they need and then coming up with products and services that will go hand in with satisfying these needs and wants (Doyle, 1994). It is also important to look marketing as an ideology and in a holistic view as a wider subject and not just as buying and selling of the products by the firm but a specific activity of the business in which the main focus is more concentrated on the customer and this implies that as a marketer or business entity you must engage all you efforts that go hand in hand with consumer wants and needs satisfaction.
It is therefore important not to incorporate the two ideas into one subject as all these two concepts into one concept but rather is important to look in it separately as the subjects are not interrelated(Drucker, 1954). As an all-inclusive subject, marketing philosophy is unique in the following ways: It is largely in operation and keeps on changing and this needs early forecasting for it to be more (Drucker, 1954). It is the most significant area that needs to be managed and is usually centrally located and it should there be implemented by the management of a particular organisation (Burns, & Bush, 2003).
It stipulates that the focal point of the organisation is to the retention of their customers in order to maintain their business activities. This philosophy also early entails preparation and forecasting as compared to marketing It also stipulates that business choices should do with the main focus being on customer satisfaction It emphasizes on the of producing various products that will satisfy consumer needs and wants in the market (Anderson, & Fornell, 2000) Marketing philosophy is also concerned with gaining worth of the products produced by the organization that goes into the markets towards satisfying their needs and wants of their consumers (Anderson, & Fornell, 2000).
Abbasi, M.R & Torkamani, M. M. (2010). Theoretical models of customer relationship management (CRM), Business Survey. 41. p. 19-35.
Anderson, E., & Fornell, C., (2000) Foundations of the American Customer Satisfaction Index, Total Quality Management. 11 (7) p.869-883.
Angulo, Fernando, L. and Rialp, J. (2007) The Interplay between Cumulative Customer Satisfaction and Brand Value: Its Effect on Cash Flow, ROI and Tobin's. Available at SSRN: http://ssrn.com/abstract=1008008 or http://dx.doi.org/10.2139/ssrn.1008008
Birgelen, M. van, Ruyter, K. de, & Wetzels, M. (2000). The Impact of Attitude Strength on the Use of Customer Satisfaction Information: An Empirical Investigation. MAXX Working Paper Series, 3: Maastricht Academic Center for Research in Services.
Bloemer, J., DeRuyter, K., and Wetzels, M. (1999). Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective. European Journal of Marketing. 33, p.1082–1106.
Burns, A.C. & Bush, R.F. (2003). Marketing Research. 4th ed. NJ: Prentice Hall.
Doyle, P. (1994) Marketing Management and Strategy. Hemel Hempstead: Prentice-Hall. p. 37.
Drucker, P. (1954), The Practice of Management. New York: Harper and Row. p. 65.
Ferrell, O.C., John, F. & Linda F. (2008) Business Ethics: Ethical Decision Making and Cases. Boston: Houghton Mifflin Company.
GilaniNia, H. (2010). Introduction to Industrial Marketing, Rasht: Kadvsan
Golchinfar, S. (2006) Consumer Behavior. Journal Concept No. 1745
Gomez, M., McLaughlin, E. & Wittink, D. (2004) Customer satisfaction and retail sales performance: an empirical investigation, Journal of Retailing, 80 (4). p.265-278
Gronholdt, L., Martensen, A., Kristensen, K. (2000) The relationship between customer satisfaction and loyalty: Cross-industry differences, Total Quality Management, Vo. 11, No. 4-6, Pp. 509-514
Grönroos, C. (1994) From marketing mix to relationship marketing: Toward a paradigm shift in marketing, Management Decision, 32(2), p. 4-32
Grönroos, C. (1997) From marketing mix to relationship marketing towards a paradigm shift in marketing, management decision, 35(4). p.322-339
Grönroos, Christian, (2007) Service management and marketing: Customer management in service competition. 3th Ed. England: John wiley & Sons Ltd,
Gummesson, E. (1998) Implementation Requires a Relationship Marketing Paradigm, Journal of the Academy of Marketing Science. 26 (3). p242- 249
Güngör, H. (2007) Emotional Satisfaction of Customer Contacts. Amsterdam University Press. https://books.google.co.ke/books?id=5Xu9ZSCvN7kC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
Hallowell, R. (1996) The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management, 7(4). p 27-42
Hollensen, S. (2010) Global marketing: a decision-oriented approach. 5th ed. Harlow, England: Financial Times Prentice Hall
Hunt & Shelby, D. (1976) The Nature and Scope of Marketing. Journal of Marketing, 40. p.17–28.
IGI Global (2014) Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications. Business & Economics
Keelson S. (2012) The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically Same Destination. Online Journal of Social Sciences Research. 1(2) p. 35-41; Available from: http://www.onlineresearchjournals.org/JSS
Kotler, P. & Keller K.L. (2009) Marketing Management. London: Pearson Education International.
Kotler, P. (1991) Marketing Management: Analysis, Planning, Implementation and Control.
7th edition. Englewood Cliffs, NJ: Prentice-Hall. p. 4-5.
Kotler, P. (2006). Marketing management. (12th ed.). NY: Prentice Hall.
Kotler, P. (2010) Marketing of Educational Institutes, Programmes and Services
Kotler, P. Armstrong, G. (2010) Principles of Marketing. New Jersey: Pearson Education.
Lovelock, C. (2009). services Marketing. Texas: Pearson Education Inc.
Michael, D. C., Christopher, G., Tzu-Hui, K. & Michelle, C. (2008). An empirical analysis of customer satisfaction in international air travel, Innovative Marketing, 4(2), 2008.
Oliver, R. (1993). Cognitive, affective and attribute bases of the satisfaction response. Journal of Consumer Research. 20. p.418–430.
RAI, A.K. (2012) Customer Relationship Management: Concepts and Cases. Available fro: https://books.google.co.ke/books?id=TJCZMNgwEq0C&q=customer+satisfaction&dq=cumulative+customer+satisfaction&source=gbs_word_cloud_r&cad=4#v=snippet&q=customer%20satisfaction&f=false
Rostami, M. (2001) Evaluation of marketing mix effects on consumer behavioral mechanisms of Shilat products in Tehran.
Zebal, M.A (2003) A Synthesis Model of Market Orientation for a Developing Country: The Case of Bangladesh. PHD Thesis, Victoria University, Melbourne, Australia.
Zeithaml,V. A., Berry,L. L. and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60. Available from: 31–46. http://dx.doi.org/10.2307/1251929