To understand the marketing concept, is only necessary to understand the
difference between marketing and selling. Not too many years ago, most
industries concentrated primarily on the efficient production of goods, and
then relied on "persuasive salesmanship" to move as much of these goods as
possible. Such production and selling focuses on the needs of the seller to
produce goods and then convert them into money. Marketing, on the other hand
focuses on the wants of consumers. It begins with first analyzing the preferences
and demands of consumers and then producing goods that will satisfy them.
This eye-on-the-consumer approach is known as the marketing concept which
simply means that instead of trying to sell whatever is easiest to produce or buy for
resale, the makers and dealers first endeavor to find out what the consumer wants to
buy and then go about making it available for purchase. This concept does not imply
that business is benevolent or that consumer satisfaction is given priority over profit
in a company. There are always two sides to every business transaction-the firm and
the customer-and each must be satisfied before trade occurs. Successful merchants
and producers, however, recognize that the surest route to profit is through
understanding and catering to customers. A striking example of the importance of
catering to the consumer presented itself in mid-1985, when Coca-Cola changed the
flavor of its drink. The non acceptance of the new flavor by a significant portion of the
public brought about a prompt restoration of the Classic Coke, which was then
marketed alongside the new. King Customer ruled!