To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries concentrated primarily on the
1
production of goods, and then
2
on "persuasive salesmanship" to move as much of these goods as possible. Such production and selling focuses on the needs of the seller to produce goods and then
3
them into money.
Marketing, on the other hand, focuses on the wants of consumers. It begins with first analyzing the
4
and demands of consumers and then producing goods that will
5
them. This eye-on-the-consumer
6
is known as the marketing concept, which simply means that instead of trying to sell
7
is easiest to produce or buy for resale, the makers and dealers first try to find out what the consumer wants to buy and then go
8
making it available for purchase. Every
9
—design, production, distribution, promotion—is made according to consumer demand. This concept does not
10
that consumer satisfaction is given
11
over profit in a company. There are always two
12
to every business activity—the firm and the customer—and each must be satisfied before trade
13
. Successful merchants and producers,
14
, recognized that the surest route to profit is
15
understanding customers. This concept has been recognized in such slogans as "Have It Your Way", and "Your are the boss". A good example of the importance of satisfying the consumer
16
itself in mid-1985, when Coca Cola changed the
17
of its drink. The non-acceptance of the change by a significant
18
of the public brought about a quick
19
of the Classic Coke, which was then marked alongside the new. King Customer
20
.