"Without adopting the marketing concept a company cannot possibly hope to develop future plans". Discuss this statement from the point of view of a manufacturer of capital goods.

Essay by serenemeUniversity, Bachelor'sA, February 2009

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INTRODUCTIONWhat is the marketing concept? And what are capital goods? The answers to these two questions must first be determined in order to accurately discuss this statement.

Capital goods are products that are made to be used in the production of other goods. Capital goods are not typically household goods and can be referred to as goods for industrial use. These often include machinery, equipment etc for use in factories and such. For example; a machine that is used to make a shower head is a capital good because a factory that makes shower heads will buy it. However, the final product which is the shower head will be bought by an individual person and would therefore be considered a consumer good and not a capital good. Kelsey (2003) stated, "Capital goods are important to businesses because they use capital goods to help their business make functional goods for the buying public or to provide consumers with a valuable service."If

Kelsey is right, his statement then blends perfectly with the marketing concept. Since the marketing concept is the attitude that business decisions should be based on what the consumer wants and stresses the importance and link between an organisation's long term survival and success by meeting its customer's desires. In this context, the customers the capital goods manufacturer would focus on are the buyers of the capital goods who themselves are running a business where the quality of the products they make depend greatly on the goods used in the production. Because the marketing concept relays that an organisation should place utmost effort in meeting and seriously considering customer's wants and needs whilst at the same time finding a way to stay profitable, thus creating a symbiotic relationship (you feed off me and I feed off you), capital...