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Marketing ServicesBy Josh Riverside
The marketing services were born out of the awareness that marketing starts with the determination of consumer wants and ends with the satisfaction of those wants. The concept puts the consumer both at the beginning and at the end of the business cycle. It stipulates that any business should be organized around the marketing function, anticipating, stimulating and meeting customers' requirements. The customer, not the corporation, has to be the center of the business universe. A business cannot succeed by supplying products and services that are not properly designed to serve the needs of the customers. It proclaims that "the entire business has to be seen from the point of view of the customer." In a company practicing this concept, all departments will recognize that their actions have a profound impact on the company's ability to create and retain customers. Every department and every worker and manager will "think customer" and "act customer." It is obvious that marketing services represent a radically new approach to business, and is the most advanced of all ideas on marketing that have emerged through the years. An overwhelming emphasis on the consumer and his needs is the first distinguishing feature of the marketing services. The concept enables the firm to look at the nature and mission of its business from the point of view of the consumer. The importance of the consumer as per the marketing services can be understood clearly by the fact that the purpose of any business is to create a customer. It is the customer who determines what a business is. It is the customer, and he alone, who, through being willing to pay for a good or service, converts economic resources into wealth, and things into goods. What a business thinks it produces is not of first importance- especially not to the future of the business and to its success.
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