The Consumer Is King

The original expression of the Marketing Concept, dating from the late 1940's and early 1950's. Our culture still viewed American society as a man's world. Today, in these politically correct times, we would probably say, "The Customer is Royalty." But the message is the same -- the wants and needs of our target customers should drive our business decisions.

The Customer Is Always Right

We often see this statement displayed in businesses, particularly those that offer services (e.g. dry cleaners, car repair shops). In some businesses, however, we see a picture of a bunch of people laughing hysterically, with the caption "You Want It When?"  These businesses have lost the Marketing Concept -- they've forgotten who pays the bills.

Satisfying Customer Needs

This updated version of the Marketing Concept identifies that needs provide the motivation for our customers' purchases. We buy poroducts for the benefits they provide, i.e., for the needs they satisfy.

The Aim of Marketing
Is to Make Selling Superfluous

The Marketing Concept as described by Peter Drucker, the management guru. If you can provide the right product, at the right price, in the right place, and at the right time, consumers will demand your product -- you won't have to "sell" it to them.

Either Bruce or Doug has this sign in his office: Lack of Planning on Your Part Does Not Indicate an Emergency on My Part. Care to guess which?