How to develop a marketing concept


Unfortunately, there is still a misunderstanding about the word marketing. Many people, including top executives, use it as a sophisticated term for selling. Marketing representative is commonly used in ads to recruit salespeople. Actually, marketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact it will have on the customer.

Here are some specific ways in which the marketing approach differs from the classic, or sales, approach to managing a business.

In the classic approach, engineers and designers create a product, which is then given to salespeople who are told to find customers and sell the product. In the marketing approach, the first step is to determine what the customer needs or wants. That information is given to designers who develop the product and finally to engineers who produce it. Thus, the sales approach only ends with the customer, while the marketing approach begins and ends with the customer.

The second major difference between the sales and marketing approaches is the focus of management. The sales approach almost always focuses on volume while the marketing approach focuses on profit.

In short, under the classic (sales) approach the customer exists for the business, while under the marketing approach the business exists for the customer.

The marketing concept is a management plan that views all marketing components as part of a total system that requires effective planning, organization, leadership and control. It is based on the importance of customers to a firm, and states that:

  1. What type of business are you in (manufacturing, merchandising or service)?
  2. What is the nature of your product(s) or service(s)?
  3. What market segments do you intend to serve? (Describe the age, sex, income level and life-style characteristics of each market segment.)
  4. What strategies will you use to attract and keep customers?
    • Product
    • Price
    • Place
    • Promotion
    • Persuasion (personal selling)
  5. What is your unique selling proposition (USP)?
  6. Who is your competition, and what will you do to control your share of the market?




Nouns (imenice):Verbs (glagoli):
marketing concept - marketinški koncept
misunderstanding - nesporazum
executive - izvršilac, rukovodilac
term - termin
selling - prodavanje
marketing representative - marketing predstavnik / saradnik
salesperson - prodavac
knowledge - znanje
impact - uticaj
customer - kupac, korisnik usluga
approach - pristup
focus - fokus, usredsređenost
leadership - liderstvo
sales volume - obim prodaje
manufacturing - proizvodnja
merchandising - trgovina
product - proizvod
service - usluga
income - prihod, dohodak
persuasion - ubeđivanje
competition - konkurencija
share - udeo, deo
market – tržište
develop - razviti
recruit - izvršiti selekciju
differ - razlikovati se
determine - odrediti
produce - proizvoditi
require - zahtevati, tražiti
aim at - ciljati na, imati za cilj
satisfy needs - zadovoljiti potrebe
conduct - rukovoditi, upravljati
attract - privući
keep - zadržati
focus - fokusirati se, usredsrediti se
Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
sophisticated - sofisticiran, prefinjen
unique - jedinstven
profitable – profitabilan




Nouns (imenice):Verbs (glagoli):
misunderstanding – disagreement, difference, conflict, argument
executive – director, manager, chairman, managing director
term – name
selling – marketing, merchandising
salesperson – sales rep, sales representative
knowledge – understanding, sense, intelligence
impact – effect, influence, consequences, impression
customer – client, consumer, buyer, purchaser
approach – way, method, manner
focus – centre, attention
leadership – guidance, government, authority, management
manufacturing – manufacture, fabrication
merchandising – marketing, advertising
product – produce, goods
income – revenue, gains, earnings, profits
persuasion – urging, influencing
competition – rivalry, opposition
share – part, portion
market – trade, business, dealing, commerce, trading
develop – establish, set up, promote
recruit – enlist, engage
differ – be different, vary, diverge
determine – decide on, choose, establish 
produce – make, build, create, develop, manufacture
require – demand, need, crave, call for
aim at – seek, strive
conduct – manage, govern, supervise
attract – invite, engage, interest
keep – hold, maintain
focus – concentrate
Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
sophisticated – refined, delicate
unique – special, single, one and only
profitable – money–making, productive, cost–effective



Nouns (imenice):Verbs (glagoli):
misunderstanding - understanding, accuracy

executive - employee, follower, worker

selling - buying, purchasing

salesperson - customer

knowledge - stupidity, weakness, inability

impact - unimportance

customer - manager, owner

focus - disarrangement

leadership - powerlessness

product - loss

income - debt, loss, bills, expenses

persuasion - disability, incompetence, ineffectiveness

competition - agreement

share - whole, total

develop - damage, destroy

recruit - avoid, refuse, reject

differ - accept, agree

determine - discourage, hinder

produce - break, demolish, destroy

require - disallow, give, let off

aim at - ignore, neglect, look away

attract - reject, refuse, give up

keep - let go, remove, neglect

focus - ignore

Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
sophisticated - unsophisticated

unique - common, ordinary, regular

profitable – unprofitable, unproductive

Dodaj komentar Sviđa mi se - (0) Ne sviđa mi se - (0)    

  • Marketing Concept 1
  • Marketing Concept 2
  • Marketing Concept 3
  • Marketing Concept 4
  • Marketing Concept 5
  • Marketing Concept 6
  • Marketing Concept 7