Marketing S.S.S 3 Second Term

WEEK 1

Marketing Concept

Performance Objectives

Students should be able to explain:

1. Meaning of marketing concept

2. Concepts under which an organization conducts marketing activities

3. The production concept

4. The product concept

5. The selling concepts

6. Marketing concept

Marketing Concepts

The following scholars view the marketing concept as reproduced below:

Keith (1960): " a managerial philosophy concerned with the mobilization, utilisation ans control of total corporate effort for the purpose of helping consumers solve selected problems in ways compatible with the planned enhancement of the profit position of the firm".

Baker (1974): "the customers want satisfaction is the economic ans social justification of a company's existence under marketing, the customer becomes the fulcrum, the pivot about which the business moves in operating for the balance.... View More