The paper "Customer Relationship Management and Marketing Concept " is a great example of a Marketing Article. This paper is a combination of marketing-related articles. Though different, the topics discussed in the articles are greatly related. The first article majorly expresses how a marketing concept can be shared among a number of the organization as opposed to a marketing philosophy. In general, the second article emphasizes marketing evolution to create satisfaction. The third article discusses why it is critical to understand the buyer’ s decision process, especially in the travel industry. The six components of a product can significantly vary from product to product and this is what the fourth article is about.
The satisfaction circle, with a special interest in transactional, cumulative, and collective satisfaction is an issue of interest to marketing experts as conferred in article five. The last article articulates why marketing experts can increase success if they do not abandon the 5 Gap model when making strategies and tactics. 1. The marketing concept may be common to many organizations; however, a marketing philosophy is unique Marketing philosophy and the marketing concept are two phrases that have always been confused by many people globally including some marketing experts.
To some extent, this may be acceptable because the relationship existing between the two is so close. However, it is of value to distinguish the two, not ignoring the existing relationship (Aaker, Batra & Myers, 1992). Generally, the marketing concept is applicable in all businesses and not unique to any particular organization. Through the marketing concept, the consumers’ wants are highlighted. Subsequently, the products with the capacity to satisfy their needs are selected.
However, businesses have the obligation of delivering the most superior offering to gain selection. Talking from the perspective of the travel industry, this implies that if a travel company provides goods or services exceeding the customers’ expectations then as a business organization they are well-positioned to meet their own needs (Anderson & Kerr, 2002). In short, the organization’ s satisfaction is dependent on the traveler’ s satisfaction. In contrast to the marketing concept, a marketing philosophy is a way in which a given business entity approaches the market. This is more of a system of belief within the organization.
It functions as a blueprint of the expected behavior and how the business is to be conducted. It is through a marketing philosophy that the value delivery is determined (Arnabile, Fisher and Pillemer, 2014). In conclusion, two different business entities could identify that it is important to satisfy the customer’ s needs, however, the approach to be taken will greatly vary given a philosophy each will apply. Consider South West Airline and Orbitz Worldwide which are among the best travel companies in the world currently, they recognize the significance of the marketing concept but have different The evolution of marketing is a quest to best satisfy the needs of customers, organizations, and society The evolution of marketing has significantly changed the way organizations run their businesses.
The best way to describe this evolution is “ the quest for the best” . The precise center of marketing concept can be described in two ways; first, it can be described as a search by the consumers for goods and services that delights them i. e. where they can derive full satisfaction; second, it can be described as a search by business entities for goods and services that delights the customers (Ballantyne, 2003).
Considering the travel industry, it is notable that travelers are not only getting smarter but they are subsequently changing the industry. They will always go for the best and abandon products that don’ t satisfy their needs. It is in this regard that the evolution of marketing has always strived to provide the best. In the travel industry, the best today is not guaranteed to be the best tomorrow thus strides, going forward, must be made to satisfy the travelers’ needs in the market (Banting & Ross, 2010).
Initially, the marketing attitude was that “ customers will go for the highly affordable products. ” This attitude has since changed given the evolution in marketing as consumers are now considered the “ kings” . This is to imply that quality to consumers is a priority and organizations now realize that the success of a marketer is a result of creating long-term relationships with customers (Berman & Evans, 2010). With the emergence of new customer needs and demand within the travel industry, marketers are forced to up their game so as to keep up with the potential competition.
Aaker, D.A, Batra, R., & Myers, J.G. (1992). Advertising Management. New Jersey: Prentice
Anderson, K & Kerr, C. (2002). Customer Relationship Management.New York: McCraw-Hill
Arnabile, T., Fisher, C.M., and Pillemer J. (2014). Ideo’s Culture of helping. Harvard Business
Review, 92 (Jan-Feb), 55-61.
Ballantyne, D. (2003). A relationship mediated theory of internal marketing. European Journal of
Mareketing, 37(9), 1242-1260.
Banting, P. & Ross, R.E. (2010). The Marketing Mix: A Canadian Perspective. Journal of the
Academy of Marketing Science, 1(1), 11-12.
Berman, B. & Evans, J. R. (2010). Retail management: A strategic approach (5th ed.). Upper
Saddle River, New Jersey: Pearson Prentice Hall.
Brinker, S. & McLellan, L. (2014). The rise of the chief marketing technologist. Harvard
Business Review, 92(July-August), 82-85.
Bruhn, M. & Georgi, D. (2006). Services marketing: Managing the services value chain. Harrow:
Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing.
Journal of Marketing Management 22(3-4), 407-438.
Duois, P., Jolibert, A., & Muhlbeacher, H. (2007). Marketing Management: A value-creation
process. New York: Palgrave Macmillan.
Fanning, S.M. (2015). Marketing unpacked 2015 [Electronic handout]. Available from S.M.
Fanning, School of Business, Edith Cowan University, Joondalup Drive, Joondalup,
6027, Western Australia.