Trace the development of the marketing concept and understand how it is implemented.
From the Industrial Revolution until the early 20th century, business people focused on the production of goods. From the 1920s to the 1950s, the emphasis moved to the selling of goods. During the 1950s, business people recognized that their enterprises involved not only producing and selling products, but also satisfying customers' needs.
They began to implement the marketing concept, a business philosophy that involves the entire organization in the dual processes of meeting the customers' needs and achieving the organization's goals.
Implementation of the marketing concept begins and ends with customers—first to determine what customers' needs are and then to evaluate how well the firm is meeting these needs.
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