6 1.4 The Marketing Concept

You’re probably very skilled at recognizing the signs of marketing. We’ve all had the experience of being on the receiving or customer end of marketing efforts—whether through advertising or sales tactics. In this section you’ll get to understand the marketing orientation, or marketing concept, from the standpoint of setting priorities and doing business. You’ll learn that the marketing orientation is a mindset grounded in one thing: knowing and satisfying the customer. Not all businesses follow a marketing orientation, however—some are focused on other priorities, such as product and production. In this section you’ll see what sets the marketing concept apart.