The marketing concept applies to production firms, but not to service industries.

The marketing concept means that an organization aims the majority of its efforts at satisfying customers, at a profit.

Often, the best way to improve customer value, and beat the competition, is to be first to satisfy a need that others have not even considered.

It is more costly to retain current customers by satisfying their needs, than to get new customers by taking them away from a competitor.

A dissonance-reducing buying behavior is designed to probe consumers’ hidden, subconscious motivations.

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