Managerial Perspective on Marketing

Orok B. Arrey


Perspective on what constitutes marketing and on the place marketing holds in the firm have undergone substantial change in recent years. In effect, this “selling concept" implied that marketing's role was to help dispose of what ever the factory decided to make. Increasing, the successful firms became those who adopted the concept as a guiding philosophy. The essential elements of the concept were carefully analysis of markets to understand needs, selection of target groups of customers and a/so tailoring the product offering to achieve a customer satisfaction. These policies reflect key marketing tasks but usually involve the support functions. Problems involved in implementing the marketing concept, a planning approach should be adopted that is conducting situation analysis and setting objectives before developing strategies and programs improve the chances for choosing the best policies. Organizations cannot pursue all possible marketing actions because human and financial resources are usually limited. This paper we focus on managerial perspective on marketing.

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