Implementing the Marketing Concept

The marketing concept once identified has to be implemented, this is often very difficult as financial imperatives often dictate what a business needs to do in order to survive. An organization might be fully aware of the benefits it could achieve through a marketing organization, but is unable to make the organizational changes necessary to implement it fully. The marketing function needs to inform all aspects of the business, so we are all ‘Part Time Marketers’, however organizations tend to focus on marketing’s functional aspects and apply it tactically to meet specific problems rather than strategically. However there are some guiding principles.

Howards Pillars

  1. Generic product definition
  2. Customer orientation
  3. Marketing information
  4. Market segmentation
  5. Integrated marketing
  6. Long-term viewpoint

This links with the development of the total product concept were the product is clearly defined in terms of the core benefit. The orientation to the customer rather than competitors or stakeholders.The points 3,4 & 5 are central to the philosophy, the collecting of information and using it to understand and model customer segments is central. Using market information throughout the organization to inform decision making and creating a customer awareness is essential. Finally the need for marketing to inform in the long-term, strategic role as well as a tactical role.

POISE

Hugh Davidson’s POISE acronym makes a very similar point and emphasizes the strategic role

Profitable

Offensive not defensive

Integrated

Strategic

Effective

Clearly there are some very practical issues raised – profitability is the key measure used to evaluate the success of a business. While marketing strategies can and should offer effective defense to competitive forces the best form of defense is attack.

The final point effectiveness is important, marketing activity must achieve the aims and objectives set. It must deliver the benefits being sort – “The right product in the right place at the right time and at the right price!”

References

Adcock, et Al, Marketing Principles and Practice, Pitman 1995

Howard.J, Marketing Management and Planning, Irwin 1963

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