Marketing Concept - Analyzing Needs, Fulfilling Goals & Achieving Success - Essay Sample

Introduction

The marketing concept is a process of analyzing the market data to ascertain the needs and wants of the consumers, henceforth, developing strategies, which are both; customer-oriented and at the same time fulfill the organization's goals (Martin, 2019). Nowadays, every institution is applying the marketing concept for its success. Surbhi (2018) outlined that the concept involves the following process:

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In the marketing concept, market research is essential before creating any product. Marketers through appropriate and extensive research have to acknowledge the factors that influence the consumer decision-making process. Consumer's decision-making process is mainly personal and is affected by factors like motivation, learning, and beliefs and attitudes (Rani, 2014). Motivation is driven by a very pressing need that a consumer has to satisfy. Abraham Maslow's motivation theory explained the theory of motivation. The varying biological, psychological, social needs, etc. become a motive whenever they become more pressing and thus needs to be satisfied. Motivation will, therefore, define the consumer decision process. Thus, marketers viewing to increase their sales and attract consumers need to purchase their products should position their brands such that they are the solutions to the needs and motivation of the consumers.

Beliefs and attitudes of the consumer towards a particular brand also impact their decision-making process. A belief is thought towards a product based on various choice criteria while an attitude is an evaluation towards a product by a consumer that can be favorable or unfavorable. Misconceptions about a particular brand can be very damaging to its sales. Set of beliefs lead to positive or negative attitudes, therefore, influencing the consumer decision of a particular product. Marketers should, therefore, strive to ward-off misconceptions about their product by making sure the communicated attributes of the product match with the consumer beliefs and attitudes. Moreover, learning is another determinant in the decision-making process of the consumer. Learning entails experience or information acquired. Consumers may decide to use or not use a product from an experience acquired before or when they get more information about the product. Good experience or positive information acquired means that the consumer will buy the product in the future. On the other hand, a bad experience or negative information will result in an uninterested consumer. A company should always ensure consumers learn more about their brands through adverts, sales promotion, and consumer experience to create an impression and influence the consumers to buy their brands. (Rani, 2014)

Conclusion

In conclusion, the marketing concept involves pinpointing the needs and wants of consumers to produce goods and services that satisfy them and maximizing profits altogether. Marketing concepts are influenced by factors like consumer motivation, consumer beliefs and attitudes, and consumer learning; which are factors that influence the decision-making process of the consumers.

References

Martin. (2019, September 23). Major Marketing Concepts You Need to Know. Retrieved October 3, 2019, from https://www.cleverism.com/marketing-concepts/

Rani, P. (2014). Factors influencing consumer behaviour. Journal of Excellent publishers, 2(9), 52-61. doi:10.17221/283-agriceconhttp://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf

Surbhi, S. (2018, April 17). Difference between Marketing and Selling Concept. Retrieved October 3, 2019, from https://keydifferences.com/difference-between-marketing-and-selling-concept.html