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Essay text:
Thus, effective
marketing starts with the recognition of customer needs and then works backward
to devise products and services to satisfy these needs. In this way, marketing
managers can satisfy customers more efficiently in the present and anticipate
changes in customer needs more accurately in the future. This means that organizations
should focus on building long-term customer relationships in which the initial
sale is viewed as a beginning step in the process, not as an end goal. As a result,
the customer will be more satisfied and the firm will be more profitable.
The principal task of the marketing function operating under the marketing
concept is not to manipulate customers to do what suits the interests of the firm,
but rather to find effective and efficient means of making the business do what
suits the interests of customers...
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