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Over the past half century companies have sold many of their products through marketing. One of the concepts which are rarely used today is the selling concept. This concept was specifically based on selling and promoting and generating profits through sales volume. However in the 21st century organisations moved to what we call today the “marketing concept.” This concept is based on customer needs. Meeting the needs, wants and demands of customers can evidently in the end lead to profits through customer satisfaction, therefore allowing them to develop a bond and a relationship. The marketing concept plays a part of the culture that guides organisational decision making McNamara in 1972 proposed that for a firm to adopt a market orientation it must exhibit both processes and structures designed to enhance customer satisfaction...
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