Customers and Marketing

Abstract

The essence of the marketing concept is the idea of placing customer needs at the centre of the organisation’s decision-making. As seen in the previous chapter, the need to adopt this approach stems from a number of factors, including increased competition, better-informed and educated customers and, perhaps most importantly, changing patterns of demand. Primarily it is the change in patterns of demand that has given rise to the need to segment markets. This change stems from the fact that higher standards of living and a trend towards individualism has meant that consumers are now more able to exercise their choice in the marketplace.