Essay on Marketing Concept - Britvic

1023 Words Jan 22nd, 2013 5 Pages
Question 1 Identify three key characteristics of the marketing concept.

‘Marketing concept is a philosophy that an organisation should try to provide products and services that satisfy customer’s needs through a coordinated set of activities that also allows the organisation to achieve its goals’ (Dibb, 2012:18). According to marketing concept customers should be at the centre of all the organisations activities. Therefore all departments of organisation are responsible for customer satisfaction and only in that way organisation goals can be achieved.
According to Drucker, the aim of marketing is to make selling superfluous, is to know and understand the customer so well that the product or service fits him/her and sells itself.
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Businesses cannot always control micro environment factors but they should endeavour to manage them along with macro environment.
Environmental forces are always dynamic and even though the future is not very predictable, marketers can estimate what will happen and modify their marketing strategies to the new environmental circumstances. Britvic try to minimize their competitors by supplying their products to 200,000 outlets across UK, possessing the licensed distributor of PepsiCo brands in country, and becoming the number two branded soft drinks business in the UK.

Question 3 Explain why market research and the information gathered are important to an organisation like Britvic.

According to American Marketing Association ‘marketing research is the function that links consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems, generate, refine, and evaluate marketing actions, monitor marketing performance, and improve understanding of marketing as a process’ ( That information must be accurate, reliable, timely, relevant and affordable. There are five basic steps of planning marketing research: locating and defining problems or research issue, designing the research, collecting data, analyzing and interpreting findings, and reporting research findings (Dibb, 2012:264).
Marketing research helps

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