Reviewing the Marketing Concept

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Lean Tools Kit LT IMBA Sep16

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ICT Information and Communication Technology

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Strategic Business Plan

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Pizza Hut

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Reviewing the Marketing Concept

Profitability

Marketing methods are being applied to non-profit objectives and non-business organisations

Use of customer focus as a path to profitability

Customer Focus

Meeting needs wants and demands

Is customer focus enough?

"The business of Marketing is business" - Friedman

Social welfare is the job of elected officals - Gaski

Kotler's conflicts between customer focus and "long-run social welfare"

Integration of Effort

Rarely happens in real life

Marketing "cannot be considered as seperate functions...it is the business seen from the point of view of its final result" - Drucker (1973)

Customers are sources of added value - Relationship marekting & Key Account Management

The organisation 'markets', not the marketing department

Marketing is strategic with tactical and operational implications