Marketing concept

E. E. Webstei, Ji., Market-Driven Management Using the New Marketing Concept to Create a Customer-Oriented Companj, ]olm. Wiley Sons, Inc., New Yoik, 1994. 

While the Dove formulation has undergone relatively minor changes since its launch in the U.S. in 1955, the marketing concept has seen major changes. Today s Dove is marketed on a platform of extreme mildness to skin as evidenced by its neutral pH, and has been extended into different skin cleansing product forms (e.g. Dove Body Wash) as well as other personal care products (e g. Dove Shampoo, Dove Deodorant) [3], However, the original problem definition had a very different focus. 

A problem common to all commercial development programs is At what point should marketing research enter the picture This really resolves back to the question of whether we develop a product first and then find markets for it or do we identify market needs and then develop a product to fill those needs. We all may favor the latter approach and extol the benefits of the marketing concept wherein we develop products to meet needs. But I think we must admit that much of our effort is based on finding markets for products our companies have the ability to make. 

For an excellent review of the marketing concept and its implementation, referred to as market orientation, see Kohli andjaworski (1990). 

The marketing concept and the definitions of marketing discussed previously suggest that marketers must attempt to understand the needs, wants, and demands of their target markets. Briefly, a need is a state of felt deprivation. Needs are basic human requirements. People have physical needs (e.g., food, clothing, and... 

Lipman, T., and D. Sperling. 2003. Market Concepts, Competing Technologies and Cost Challenges for Automotive and Stationary Applications. In Handbook of Fuel Cells, Vol. 4, Pt. 13, pp. 1318-1328. New York John Wiley. 

While the market concept does have appeal in its simplicity and familiarity, it may not be the best conceptual approach to the problem. The market concept is used in this study because of its broad acceptance, but we will point out a number of aspects of the problem that are not well illuminated by the market concept. For example, for ideological reasons, some types of diversion may involve forced entry or theft, neither of which involves any market forces. The market concept helps to structure thinking about the problem, but it does not adequately explain a number of important pathways that terrorists or states may attempt to use to acquire sensitive information from weapons complex personnel. What is missing from the conventional market concept is a full appreciation of the barriers between supply and demand and the complicated interplay of incentives and disincentives influencing personnel who make up the supply component of the equation. 

Effects of Market Orientation. In any case, this new market concept of the chemical industry will undoubtedly continue in the 1970,s. It has and will continue to have an increasing affect on the objectives of industrial research and on the new products which result therefrom. Such products will be predesigned to perform a specific service for another industry. They will fill a market need. ... 

How the fragrance house works with the client will vary from one company to another. This will depend on the type of product that the fragrance will be incorporated into, and on the personalities and philosophies of the company itself. Some client companies will expect the fragrance house to put forward new fragrance ideas and market concepts others will issue a very specific briefing document to drive the creative process. For some fine fragrance briefs, the fragrance may be an olfactive interpretation of an individual s brand or idea. 

The brief issued by Business Scents Ltd for Eve gave plenty of scope for creative interpretation and input from Quest specialists to decipher it. Apart from presenting the fragrance itself, it is usual to present ideas for a marketing concept that the fragrance could take in the market. 

Know whether your customer has a marketing concept and, if so, what it is. Know the range of his products and services. 

Linking carbon markets concepts, case studies and pathways... 

Tuerk, A., Mehling, M., Flachsland, C., Sterk, W., 2009a, Einking carbon markets concepts, case studies and pathways. Climate Policy 9(4) Special Issue Linking GHG Trading Systems, 341-357. 

Enhancing the visual aspect and marketing concept of the final encapsulated product. Modifying the physical characteristics of a material, making it easier to handle (e.g., converting liquid into solid form, improving the handling properties of a sticky material, etc.). 

Technical implementation generally takes place firstly on a laboratory scale and secondly on an engineering scale, i.e. with methods and production techniques already established in industry in the same or similar ways. In this phase, production costs and marketing concepts are to be taken into consideration. As industrial development proceeds, biomimetic products are optimized with respect to production sequences and costs and brought to a maturity phase. 

Treaty of Rome. Initiates the single market concept for free trade. 

Product life cycle A well-known marketing concept that holds that products pass through phases in their market lives. The phases are inception, growth, maturity, and decline. The presence of the product fife cycle has implications for supply chain design. 

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