How to Implement a Marketing Concept

The best practice to implement a marketing concept is to combine the production, product and selling concept with marketing concept in objectives to focus on customer orientation and customer satisfaction. Organization should produce and sell improved quality products in the most effective and efficient approaches which provide what customers expect in order to increase customer satisfaction.

Marketing concepts affect all areas of the business, from production, where the engineers and designers have to produce items that meet customer's needs, to after-sale services where customer complaints need to be taken seriously. The marketing concept is hard to implement because, unlike the sales orientation approach which seeks to change the mass of customers to fit the organization's aim, the marketing concept seeks to change the organization's aims to fit one or more specific groups of customer who have similar needs.

Thus, the marketing concept not only need to focus on customer needs before developing the products, it also needs to align all functions of the company to focus on those needs and realizing a profit by successfully satisfying customer needs over the long-term. Integration of all business functions such as production, finance, human resources, research and development, and technology within the organization is truly important to maximize customer orientation. Customer orientation is the set of beliefs in sales that says that customer needs and satisfaction are the priority of an organization. It is "the business seen from the point of view of its final result, that is, from the customer's point of view."

Organization must identify what different market segments wants and expect from the products, such as qualities, capabilities, colour, features, functions and price before they produce it. Organization must also forecast the demand for each market segment in order to supply what the market requires. Thus, forecasting and demand measurement is essential for organization to sustain customer orientation and give what different market segments want.

In conclusion, marketing concept has a major influence on organization since the survival of an organization depends on how well the organizations perform and deliver the marketing concept though integration of all business function to fulfill the wants and needs of the consumers. Therefore, organization must put all effort on sustaining comprehensive and coordinated integration of all business function in order to focus on enhancing the services and products to customer which are able to increase valuable customer satisfaction and loyalty.