Section 2.2 Marketing Concept
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customer? Customers are satisfied when the
products and services meet or exceed their
expectations.
Total Company Approach
The functions of business were defined
in Chapter 1 as production, finance, marketing,
and management. Businesses using the
marketing concept integrate the total
company in the goal of customer satisfac-
tion. Employees in production, finance, and
management must work together as a team to
achieve that goal.
Marketing-oriented companies believe
that every interaction with a customer should
be viewed as a marketing opportunity. This
means every person in the business, from
the delivery people to the technical support
staff, has a goal of satisfying their customers.
By sharing information about customers
with production, finance, and management
departments, marketers help an entire busi-
ness focus on customer satisfaction goals.
Profit
Profit is the money that a business
has left after all the expenses and costs of
running the business are paid. How does a
business make a profit? Because sales are the
basis of business, more sales tend to mean
higher profits, as long as the costs of the
running the business are reasonable.
Businesses using the marketing concept
understand that building a strong base of
satisfied customers leads to healthy profits.
Satisfied customers are repeat customers and
repeat customers ensure higher sales. Satis-
fying customers successfully over the long
term benefits businesses.
Functions of Marketing
If the role of marketing is to help
a company focus on customers, how is
that accomplished? Marketing consists of
hundreds of activities. These marketing
activities can be organized in many different
Each person who inter-
acts with a customer
influences that custom-
er’s opinion of the com-
pany and its products.
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