The Marketing Concept

During the 1960s, the term ‘marketing concept’ emerged. It was a ‘revolution’ because what can be considered as modern businesses have changed their strategies and the total activities of their businesses. William J. Stanton, Professor of Marketing at the University of Colorado stated:

“The marketing concept is based on two fundamental beliefs. First, all company planning, policies and operations should be oriented toward the customer; second, profitable sales volume should be the goal of a firm. In its fullest sense, the marketing concept is a philosophy of business which states that the customer’s want satisfaction is the economic and social justification of a company’s existence. Consequently, all company activities in production, engineering, and finance, as well as in marketing, must be devoted first to determining what the customer’s wants are and then to satisfying those wants while still making a reasonable profit.”

A marketing executive at the General Electric Company, one of the first companies formally to recognize and implement the marketing concept, emphasized the important role of marketing in a nice way when he said: “We feel that marketing is a fundamental business philosophy.” It is obvious that this definition recognizes the importance of implementing the philosophy of marketing’s functions and methods of organizational structuring. Although it must be realized that marketing’s functions and methods are not, in themselves, the philosophy.

But the best-known writer on the subject at that time was Professor Theodore Levitt of Harvard. He had this to say: “Every major industry was once a growth industry. But some that are not riding a wave of growth enthusiasm are very much in the shadow of decline. Others which are thought of as seasoned growth industries have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management. The failure is at the top. The executives responsible for it in the last analysis are those who deal with broad aims and policies.”

The excuses used for declining growth of the railroads, for example, were not because the need for passenger and freight transportation declined. That grew. The railroads were in trouble not because the need was filled by others like cars, trucks, airplanes, even telephones, but because it was not filled by the railroads themselves. The railroads companies let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry wrong was because they were product-oriented instead of customer-oriented.

Peter Drucker, the world’s leading writer on the whole field of management, says: “It is the customer who determines what a business is. It is the customer alone whose willingness to pay for a good or service converts economic resources into wealth, things into goods. What the business thinks it produces is not of first importance-especially not to the future of the business and to its success… What the customer thinks he is buying, what he considers value, is decisive-it determines what a business is, what it produces and whether it will prosper. And what the customer buys and considers value is never a product. It is always utility, that is, what a product or service does for him…. Because its purpose is to create a customer, the business enterprise has two-and only these two-basic functions; marketing and innovation. Marketing and innovation produce results; all the rest are ‘cost’. It is vital for every company regularly to ask this question ‘what business are we in?’ and to answer it in terms of what its customers buy not in terms of what it produces.”

More recently, Professor Peter Doyle has said that “Marketing-the task of seeing to provide customers with superior value-is so central that it cannot be seen as just another function alongside production, finance or personnel. The central task of management is to find better ways of meeting the needs of customers.”

source: http://en.articlesgratuits.com/the-marketing-concept-id1429.php

Video Marketing Concepts on How to Bring Loads of Traffic to Your Website

More and more people are watching videos every day. They are not just watching videos in YouTube, but also in other video websites as well. As an internet marketer, you should take advantage of this opportunity to use videos in bringing in more traffic to your website. The following video marketing concepts are essential to video marketing as it is such a powerful tool in finally getting that highly targeted traffic:

1.      Know Your Target Market

One video marketing concept you should know is that you have to understand what your target market is. You can do some research regarding what type of demographics your target market belongs to. For example, if you are promoting a product or service about video games, they are likely to belong in the teenage to adolescent age group. If your website service is about cell phones then your target market may belong to a wide range of groups since anyone can be buying cell phones these days.

2.      Write Content which is Compelling

After knowing your target market, another video marketing concept to take into mind is that you should write content for your video which is compelling enough for the viewers to stick with it right to the end. You can write effective content to your videos by knowing what appeals to your target market. So this again takes research on what clicks to the people who view similar videos to yours. Videos which are short, yet succinct enough in its message will be viewed the most since it takes easily to load or to download in computers.

3.      Use keywords

Never underestimate the power of keywords in driving more traffic to your website. Keywords are also very applicable while creating content for your video since they are the most probable words or phrases to be searched by people. This video marketing concept is so important that if you don’t use it, your video may remain obscure forever. With keywords, people will easily search to your video and are most likely to go beyond and view your website. This could get you prospective customers to the content, products or services you are promoting.

4.      Using Your Creativity 

The videos that actually appeal to a lot of viewers are not those who follow a strict formula in video marketing, but those who use these tips and strategies effectively to create their own style. By being creative, you may get more traffic that what you ever thought possible. You can also attract more viewers to your videos, thus having a bigger chance to lead prospective customers to your website. This video marketing concept is rarely used, so use your creativity wisely.

By knowing what works and what doesn’t, you can get inspiration to create and post your videos in such a way that it will lead your viewers to click through your website. Videos get a higher ranking in search engines, so use this opportunity to get that traffic you truly want for your website. You can learn more from the one who knows video marketing the best through this intensive course on video marketing concepts.

Best Affiliate Programs

Listing the best affiliate programs online can be trivial. You are doing your research and you would like to have a nice list displaying all of the links you like to click on to start up your online business in affiliate marketing. Unfortunately, no such list exists. At least not a true, comprehensive list. There are just too many programs and affiliate opportunities out there to compile such a list. Companies are changing and adding affiliate programs all of the time. The best affiliate programs are out there, you just need to know what to look for.

I assume you are researching affiliate marketing and are wanting to know which programs are the best and which affiliate programs provide you with the most income. Just like all people searching for ideas to make money online, you come across articles that talk of the benefits of one program and how it is a no-miss situation. I can tell you now, if something looks too good to be true, it probably is. Affiliate marketing can be very lucrative. It is also a good bit of work. It is something that you can learn and do part-time. To be successful at it, you just need to tell yourself to keep at it. It takes perseverance, dedication and a salesman attitude. You are ultimately trying to get people to sign up or purchase something online.

Now what do the best affiliate programs available offer you as a potential business partner? The best programs will not only provide you with links to sign up and introduce you to the affiliate programs they ultimately want you to join. (They want to make money off of you as well.) The best programs will also educate you on how to be successful in affiliate marketing. Why would they do that? Because ultimately in affiliate marketing, the goal is to build a team of marketers that will go out and sell the same products that you do. That is where you can begin to make residual income and basically make money while you sleep. That is where all of your upfront efforts in bringing people to your website will eventually pay off.

Another sign of the best affiliate programs on the web is transparency. You need to trust that the money and time you are spending is worth it. If you can see the process and understand how the programs work, you will ultimately be more invested in the business. You do not want to work for a company that hides its practices and does not allow you to have insight into how the programs work. Just think if your normal day job operated in such a manner, you would not last two weeks. Being open and honest is the only way to go. If the person or company you are working with in affiliate marketing is not willing to answer personal emails or allow you the opportunity to talk to them on the phone, you probably do not want to get involved.

This brings me to my last sign of the best affiliate programs on the internet, support. Affiliate marketing is all about building a team of marketers and working with others to help sell products. Therefore, it would make sense that most of these programs have a large following or sales force that can be considered a small community. If you do not see support or feel supported by a larger community of like-minded folks who are also selling the program, then I would not consider them to be in the list of best affiliate programs out there.

All in all, find something that fits you. Find something you enjoy writing and talking about. Learn the technology behind internet marketing and you will be able to build your own affiliate marketing empire and you just might be able to add yourself to the list of best affiliate programs out there.