The Use Of The Marketing Concept As Guiding Philosophy For An Organisation.

1740 words - 7 pages

Marketing has become more important for the organization management in recent decades. Most successful companies carry out marketing-oriented strategy such as Coca-cola, Dell and P&G. With the development of the globalization, marketing is not an unfamiliar term to many Chinese companies. Shanghai GM, the largest joint-venture company in china, adopts the marketing concept as guiding philosophy to cope with the knee competition.Shanghai GM, established in 1997, not only introduces the advanced product, manufacture technology and equipment, but also the modern management concept. It aims to own the largest market share in the car market. In order to achieve this objective, Shanghai GM develops marketing management to realize its strategic goals. 'Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, services to create exchanges that satisfy individual and organizational goals.' (Kotler, 2000) The marketing concept indicates that focusing and satisfying the customer is the vital factor to achieving organizational goals. Therefore Shanghai GM's managerial principle is customer satisfaction, which shows in following aspects: target market and segmentation; relationship and networks; marketing channels; competition; and product.To begin with, the marketing concept leads to the consideration of market segmentation and targeting. 'not everyone will have the same needs to the fore at the same point in time.'(Evans, Moutinho, Raaij,1996) Shanghai GM realizes that it must identify different needs and wants of customers in order to satisfy them. Shanghai GM's products are focused on organization buyers in the past few years because of the low purchase power of Chinese people. However the situation changes very fast, with the development of China's economy, Chinese people's living standard has been improved rapidly. Some Chinese want to own a car of reasonable price. The people are mainly small business owners, professors in the university, managers and senior engineers. In fact, the amounts of these people are increased very fast. They normally can afford a car at the price between 80,000 to 120,000 RMB. Through investigation and research, GM decides to engage in manufacturing economic Buick car which has a great potential market in China. It is obvious that Shanghai GM identifies the customer's needs and tries to meet their demands. So it will be successful because it delivers satisfaction to the buyer.Next, relationship marketing is a newly marketing concept in China. Shanghai GM has built its market network when it set up the marketing system. 'Relationship marketing has the aim of building long-term mutually satisfying relations with key parties- customers, suppliers, distributors- in order to earn and retain their long-term performance and business.'(Gummesson, 1999) For example, Shanghai Yongda Automobile Trade Center, as the first Buick special shop, feels very lucky to...

Find Another Essay On The use of the marketing concept as guiding philosophy for an organisation.

A Philosophy for all- an analysis of the Tao

1249 words - 5 pages must first allow it to be given.'This excerpt ties into the statement in Chapter 30 that 'for every force there is a counter force' which is applicable to political situations. For example, if a ruler noticed an uprising of disgruntled subjects, it would be wise of her to let them organize, or expand, and state their grievances as a whole before she individually addressed their complaints.Lao-tzu also uses contradiction in Ch 22,'If you want to

The Use of Melittin As An Anti-cancer Drug

1615 words - 6 pages treat a variety of conditions. One condition that seems to be most popular in all the research is cancer. Cancer is a condition widely known as the rapid and uncontrolled division of cells. The venom of bees contains a peptide called Melittin (MEL), a major constituent of bee venom [1] that has potential to work as an anti-cancer drug. It is unknown what is the major pathway in which this peptide works; however, scientists are discovering multiple

The Concept of 'Bad Faith' in the Philosophy of Sartre

1625 words - 7 pages our beliefs, views, and actions specifically as agents in the world. In this context, the paper will discuss the concept of bad faith as included in the philosophy of Sartre. Sartre- in ‘Being and Nothingness’- explains human relations basically as an opposition of Other and self. The Other interferes into the world of consciousness that is confronted with the anguished, fearful, and shameful identification of its own being and evidences the

The Social Marketing Concept

2899 words - 12 pages marketing concept circumvents the potential conflicts between consumer wants, consumer interests and long run societal welfare (Kotler, et al., 2001, p20). For instance, fast food industries such as KFC offer tasty but unhealthy food. The chickens have a high fat content, and the restaurants promote free upsizes for an extra amount of money. In satisfying consumer wants, they may be affecting consumer health and may in the long run lead to heart

An examination of the concept of a 'work ethic' as defined by Beder

2686 words - 11 pages individual striving, redefined success as limiting personal ambition to a safe career, encouraged integration into a group of co-workers and encouraged a reliance on the organisation that reduced initiative.This leads on two the second area of criticism for assertions such as Beder's - the existence and consequences of an informal economy. As Pahl (1984) notes, this economy involves either cash transactions or the exchange of goods or services and

“The rule of law has been described as an ‘essentially contested’ concept.” - School of Law - Essay

2735 words - 11 pages sovereignty however in reality it had the effect of strengthening the Parliamentary judicial sovereignty. This is owing to the fact that it was the grant of Parliament to allow such a judgment to pass as they understood that it was essential to do so in order for the European Community law to function properly[footnoteRef:11]. Therefore, the membership of the European Union only gave an illusion of subversion from Parliamentary sovereignty, but was

Use of the Internet as a Tool for Piracy

1446 words - 6 pages Use of the Internet as a Tool for Piracy The internet is an ever increasingly powerful tool for finding everything from entertainment to reference to daily news. When first created, the internet was only a shadow of what it has become. Most people didn't even have a computer, let alone a connection to the internet. In the last decade, however, computers have become more and more affordable, and internet service providers have become far

The issue of race as a concept

1242 words - 5 pages classified as an Asian since my forefathers came from India. However, this is only for convenience, since there in no 'Asian race.' If we use the Bureau's definition, Asians are a very diverse group as they are made up of Japanese, Korean, Chinese, Vietnamese, Filipinos, Malaysians, Indonesians, Thais, Burmese, Indians, Pakistanis and a host of other races. It is difficult to imagine how the Chinese and Indians who have very different features can be

Exploring the Concept of “Self” in Modern Philosophy

1302 words - 5 pages Vidhi Gandhi Prof. Murphy PHIL 1201 Paper- Reflection Essay Truth of oneself makes it visible when faced with absurd events in life where all ethical issues fade away. One cannot always pinpoint to a specific trait or what the core essence they discover, but it is often described as “finding one’s self”. In religious context, the essential self would be regarded as soul. Whereas, for some there is no such concept as self that exists since they

Arduino Uno as an Easy to Use Microcontroller for the Non-Engineer

1527 words - 7 pages . This is where the shield comes in. The shield can drive both channels at a current draw up to 2 amps, or up to 4 amps maximum. Possible Uses for an Arduino The Arduino has an almost endless number of things that it could be used for. For instance, there are many labs that use the arduino as a fully independent data collection and analyzing piece of equipment. Alessandro D’Ausilio, talks about how useful using the arduino for event triggering is

The Police: Guiding the Youth of a Generation

2796 words - 12 pages about a castaway lost, at sea, hoping to be rescued, as stated by, “Just a cast away an island lost at sea-o | Another lonely day, no one here but me-o | More loneliness than any man could bear | Rescue me before I fall into despair-o”. (Senae) Although a more dead-on description from tps12 ("The Police – Message In A Bottle.") would be that Sting, the singer of The Police, Finds himself on a desolate and dying planet after searching for a new

Similar Essays

Through The Case Study Of Kiwi Insurance To Clarify The Importance Of Relationship Marketing For An Organisation

1869 words - 7 pages goes, all the customers will get information from instead of listen to them. "In business, timing is everything, and in today's ultra-competitive, technology-driven environment, there's only one acceptable speed: fast." (Proctor. 1996 p186) Therefore, the earlier the Kiwi Insurance obtains the complaint from site, the quicker for them to repair the relationship with dissatisfied customers, as well as give their marketing or customer

Marketing As An Impact Of The Internet

4121 words - 16 pages levels of innovative customer service. In January 2000, it unveiled £600 million worth of new customer services and products, to be introduced during the subsequent two years. This is the biggest investment of its kind in airline history. I don't think that competition is a major problem for BA as it is the pioneer of Aviation services. Conclusion Marketing is an essential key element to any successful business and

The Importance Of Branding To An Organisation

972 words - 4 pages The Importance of Branding to an Organisation "Branding", is like setting names for products. Nobody would set up in business or launch a new product without giving it a name. Branding is a very important part of promotion. It can help a business to establish an identity to the product. Furthermore, 'Branding' contributes to the value and financial viability of businesses, just like their products, fixed assets and

The Marketing Concept Essay

2205 words - 9 pages . “The Marketing concept holds that the key to achieving the organisational goals lies in determining the needs and wants of target markets and delivering the desired satisfaction more efficiently and effectively than the competition”[3]. For an organisation to provide products that satisfy customers needs through a co-ordinated set of activities that also allows the organisation to achieve its goals, because