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Cameron

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Question2

2.1)The marketing concept is a marketing philosophy that sees the customers’ needs as the central focus of the company’s activities and planning whilst following its corporate social responsibility. It consists of creating a system that will provide the customer with his/her needs and at the same time having the company make a profit, which therefore creates customer value. It consists of satisfying the needs of the customer whilst still reaching the company’s goals. The four principles contained in the marketing concept are profitability, customer orientation, social responsibility and organisational integration. It encourages focus on the needs and wants of the consumers by teamwork and working as a unit. (Strydom, 2004, p.299)

2.2) Profit is not just there to make the shareholders happy. Profit can benefit the company in many ways, helping it to grow, and reach the desired goals of the company.

Without profit, the company can not create quality advertising in order to give it the edge over its competitors. It can not afford advertising, sales promotion, and publicity, which are essential in giving the company the competitive edge over its competitors. Quality market research will not be able to take place as the company will not have the capital to fund market research. Without profit, the product/service will not be able to stay at the desired quality. It will not be able to create a happy environment for staff (staff functions, raises etc...), in turn creating a less effective product/service. Focus on customer centricity will not be possible as limited profit means limited staff. Quality sales training programmes would not be able to take place as the company would not be able to afford it, meaning the sales staff will be under equipped to market the product/service.

The company will also not be able to meet its Corporate

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