Beginning of Essay
« Change is recognised as endemic and adaption considered to be the Darwinian condition for survival. Changing needs present potential market opportunities which drive the company. » ( Jobber. D. 1995. Page 7.) Marketers have recognised that marketing is a huma ....

Middle of Essay
.... of the marketing concept'. A brief outline of market orientation. Kotler (1994) discusses four business philosophies or orientations toward the marketplace. The production concept states that consumers will purchase those products which are available in the greatest quantity and at the lowest cost to them. Little product differentiation is apparent at this stage. The product concept states that consumers will favour goods that are superior to others in quality or features. The selling concept shifts the emphasis from the product to aggressive selling and promotions. Closing the sale is the goal of this orientation. The selling conc ....