In the implementation of marketing activities, companies should be based on a concept of marketing. Marketing concept encourages companies to provide satisfaction to consumers through products and services offered. According to Philip Kotler (2008:12), "The marketing concept is the key to achieving organizational goals consists of determining the needs and wants of target markets and deliver the expected satisfaction more effectively and efficiently than competitors."
William J Stanton was quoted by Harini (2008:11) also states that "the basic concept of marketing is the need, desire and demand; products; utilities; value and satisfaction; exchanges / transactions and relationships; market" concepts are clarified in the following figure:
The picture above shows that the basic concepts of marketing are interrelated, with each concept was created over the previous. Based on expert opinions above, it can be concluded that the marketing concept of looking at the survival of many companies affected by the level of customer satisfaction. Consumer satisfaction is to determine repeat purchases that will ultimately affect the survival of the company.
Continued to Marketing Functions
Continued to Marketing Functions
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