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come the basic idea of marketing just before the discovery of internet marketing, it is important to understand the level in which businesses or firms have eventually evolved based on their capacity to introduce their offerings to prospective customers.
Part of this paper prior to arguing the impact of internet on the dominant logic of marketing is the discussion of the basic concept of marketing. The basic information about this portion is the basis of probable identification on the level if any; the marketing concept has evolved from the basic.
Marketing as we know about it is composed of sub functions such as selling, advertising and promotions. These sub functions are common areas where companies can actually establish their corporate advantage (Kotler and Keller, 2008). What makes marketing so alive today is due to underlying five orientations guiding any marketing effort of any organisation in their marketing activities. These five orientations involved production concept, product concept, selling concept, marketing concept and societal marketing concept.
Products or services are two most common offerings of companies, but today some of them seldom get much attention because of poor communication of information given to people. Some might have encountered a certain product or service but do not care enough due to lack of details or familiarity about it. A market-driven strategy is therefore important in order to get the consumers acquainted with company’s offerings. One of the ways to depict a market-driven company is to observe their interaction with their target buyers. Companies are always looking forward to unfed needs of their customers and thus they usually reward them with corresponding solutions. This is the case of customer-centered way of dealing business with marketing (Kotler and Keller, 2008). However, what seems to be the most significant and contrasting part here lies on the capacity of each firm to convey or impart information to its
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
Intensive research conducted on integrated marketing communication for introducing the product requires a promotional strategy that includes a number of media platforms to promote the customised cell phone. Discussion on internet marketing, print media, integration of