What is the core concept of marketing?
Marketing has developed from time to time. In Philippine history, Chinese sold their products by selling it on the streets; sometimes they even used door-to-door approach since it was easier to persuade the buyers to buy their product by means of sales talk or brainwashing. This tradition has been passed up to the present day situation. Like for example, Mang Roger (a vendor known for his balot near San Beda College) who started selling balot years ago made a lot of effort on his part to convince the students even the professors to buy his scrumptious balots, though I wonder is it because of his charming smile and amiable personality that made us buy his balots? Maybe it was really part of his strategy to gain more consumers. Long ago, sellers found it difficult on their part to promote their products since the help of the Internet, television ads, commercials, newspaper and magazine promotion hasn’t come to save them. Though I can say that it’s also not easy on the part of the buyers to acquire the said products given that there was only limited means of knowing what was on the market. Thanks to the help of Ebay nowadays because with a simple click on your mouse, you can easily order and pay your chosen product at a discounted price with no trouble going to the supermarket or malls. Innovation and technology led to the growth and expansion of each business and industry through marketing seeing as it was easier now to advertise a product even on the other side of the world. But there were some implications that also led to the decline of some industries. The reason therein is marketing has been neglected.
Theodore Levitt saw this failure on his article Marketing Myopia. Few industries have stopped growing because they put first their own interests instead of their customers so they can earn a bigger profit. The definition of marketing, given by Dr. Ac-ac in her book the Principles of Marketing, defined as “the delivery of customer satisfaction at a profit” has been misled since there was really no “customer satisfaction” at all, only “the delivery at a profit”. Does that mean there was no marketing in the first place? We always thought that marketing is about “selling”. Yes it is, but selling is subscribed under marketing. Marketing is more than that. We should not confuse selling with marketing; there was a difference between them.
As stated by Levitt, “Selling focuses on the needs of the seller, marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it…” The concept of this has elapsed through time. Levitt saw that business focus more on mass production than of “offering of values”. In the Generic Concept of Marketing by Philip Kotler, it was cited that “the core concern of marketing is that of producing desired responses in free individuals by the judicious creation and offering of values…” Yet some business fails to see that implication. Like, for example, the Chinese products. China was known for its low cost production, but the quality of their product is also low. Do you really think that customers were satisfied with it?
Perhaps not but a few customers found this practical. Truly they can shop more clothes and shoes in Tutuban or Divisoria rather than in SM, Robinsons, Glorietta, or Gateway. But the connotation is that the product in SM is much more superior to that in Tutuban. If you were going to buy a pair of loafers, let’s say for example, in PabDer at a price not less than P3000. Compare it to the price of shoes in Tutuban, you can buy it ten times more! But once you used it, the shoes you bought in PabDer will last for years in comparison to the ones you bought in Tutuban which only last for months or maybe weeks. Sometimes, the customers were being led to believe that it’s better to buy products at a lower cost. But let me tell you this, even the Chinese consumers have been much more pragmatic than ever – they were not buying their own product!
Apparently, J.B. McKitterick in his What Is The Marketing Management Concept mentioned the reminder of Knauth to the manufacturer that “packaging and product styling had better be customer oriented”. It was also pointed out in the article of Levitt. Business should not have limited sight as to see these implications. Let’s not disregard the core concept of marketing, which is to satisfy the customers. In conclusion, Levitt revealed to us the intuitive of survival; he quoted “The trick is to survive gallantly, to feel the surging impulse of commercial mastery; not just to experience the sweet smell of success, but to have the visceral feel of entrepreneurial greatness.” Indeed, businessmen should not limit their sights only to the extent of their own interests but first and foremost to the interests of their customers. They should not overlook marketing because real success comes from the satisfaction of their customers.