Introduction to Marketing and Strategy Planning
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Introduction to Marketing and Strategy Planning
Sample Syllabus
Sample Lesson
    1. Introduction to Marketing and Strategy Planning
    2. Introduction and Objectives
    3. Lesson Road Map
    4. What is Marketing?
    5. Importance of Customer Satisfaction
    6. The Marketing Concept and Marketing Orientation
    7. Elements of Customer-Driven Marketing Strategy
    8. Four Ps of a Marketing Mix
    9. Competitive Advantage and Differentiation
    10. Social Responsibility and Marketing Ethics
    11. Concluding Remarks
    12. Activities

The Marketing Concept and Marketing Orientation

When you read the textbook, you will notice that marketing’s role has changed quite a bit over the years.

Currently, the marketing concept is the dominant philosophy, which assumes that organizations can only achieve their goals (i.e., profit objectives) when they direct all their efforts to satisfy customer needs.

It is simple, but very powerful idea. Organizations have to put the focus on the customers they are serving, not on the products they are producing. However, product-centered or product-oriented philosophy still persists. I am sure you have dealt with such companies.

To be successful in today’s globalized market environment, firms have to replace this production orientation with a marketing orientation or market-oriented philosophy that carries out the marketing concept.