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The Marketing Concept of Today

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Running Header: THE MARKETING CONCEPT OF TODAY

The Marketing Concept of Today Linda Ann Gonzales Kaplan University
Traditionally, marketers focused on the selling concept. That is making products and trying to push these products on consumers through heavy advertisings. However, the marketing concept was discovered when marketers begin to realize that to be successful, a company needs to focus on customer needs and wants. They begin to understand that to be successful a company should make what they can sell, and not try to sell what they make (Schiffman & Kanuk, 2007). Therefore, the marketing concept focuses on making products that consumers need, and focuses on creating and retaining satisfied customer. They do this by adding value to the customer. They create customer relationships and view them as partners in their business; thereby, adding value to customer relationships.
Because the marketing concept focuses on customer needs and wants and concentrates on conducting their business in designing strategies to add customer value, create customer satisfaction, and retain current customers; the marketing concept will not become obsolete with the development of newer and faster technology—digital technology. Advanced technologies enable marketers to collect more data, precisely target specific markets, and customize products or services to particular customer preferences (Schiffman & Kanuk, 2007). Consumers today are more and more buying products or services online in the comfort of their own homes bypassing the hustle and bustle of traffic and finding parking spaces, or coming home with sore feet from shopping for hours at stores.
With the emergence of digital technologies and online communications, as well as Internet social networking, many dramatic changes have occurred in the business environment (Schiffman & Kanuk, 2007, p.

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