Marketing and consumer behavior

Marketing- process of planing and executing the conception, price, promotion and distributing of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing has changed dramatically since the turn of the century. Initially it had a production orientation; companies concentration on producing goods, taking orders, and distribution goods.
As competition increased, business leaders began to realize that they would have to persuade people to buy their goods. To stimulate demand for their products, they expanded marketing activities and spent more on advertising. The rapid growth of radio accelerated the shift emphasis from production to sale. Of course, the advent of television provided the most potent advertising medium of all. TV made it possible for a company to introduce a new product to the nation overnight. In spite of their increasing marketing sophistication, most companies were thinking primarily in terms of the company and its abilities rather than in terms of the consumer needs.
In recent years the focus has been shifted to an approach known as the marketing concept. Companies attempt to identify the consumer’s needs, then create goods or services that satisfy them. This approach may have a powerful impact on a company’s sales. Changes in the health care field might be provided as an example. Doctors were in short supply in this country and they could charge high prices and do business on their own terms. But in the last few years, the number of doctors has increased. The surplus of doctors in urban areas has led the medical profession to adopt a marketing approach, offering inducements like walk-in medical care, 24 hours service, and free health screening to attract patients.
The latest perfection of the marketing concept is a competitive orientation, in which companies combine their analysis of the customer with an analysis of the competition...

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