So the real question, assuming that marketing does matter would be, according to me: how does it matter, taking into account today's changes in the western economies?
And to answer that question, I will first try to redefine, what is, to my mind, the ultimate goal of marketing. To achieve this work, I will rely upon Theodore Levitt's article Marketing Myopia, from the Harvard Business Review.
Then in a second part, I will try to apply those theories to some events in the business and marketing environment that has taken place a few weeks ago. This to show how marketingconcepts are relevant for global companies today, how misusing them can lead to failures, and using them properly can lead to successes. I will use one main example to illustrate my thoughts: the new strategy of Pepsico and the way it now deals with its various brands, recently emphasized by the rumour that Pepsico would take over the French company Danone. This example will help to show how using properly marketingconcepts can make the difference in a 
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1. What's the marketing concept and why does it matter?2. How can we apply that theory in today's business environment?
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[...] Pepsico decided three years ago to apply the marketing concept in its strategy and to become customer-orientated. Therefore it created new SBUs that better fit customer needs. And following the market trends, that is to say the customer desires, it now decides to reinforce the unit with the highest growth prospect. We still don't know if Pepsico will really take over Danone. On July 24th, Pepsico deny having any intention of doing it, but the game isn't over. As a conclusion, let's speak about Coke, Pepsi's main competitor. [...]
[...] But the most striking information of the article is that the growth is closely linked with a huge growth in its products ?good for you?. Thus, during the last semester, the sales of non-soda drinks in North America increased by whereas there was a decrease in the sales of Pepsi on this same North American market. Aquafina, Tropicana and Gatorade are obviously now the second driving force behind the company. These figures are very important to understand why Pepsico now want to take over Danone. [...]
[...] Debi Andrus INTRODUCTION The Marketing Concept & Market Orientation Do they matter? The question can appear quite strange, as the answer is obvious for most of the students following business classes. Why spending hours studying marketing if it doesn't matter? Why companies would spend so much money in their marketing department if marketing didn't matter? There must be some very good reasons. So the real question, assuming that marketing does matter would be, according to me: how does it matter, taking into account today's changes in the western economies. [...]
[...] The most striking example for this strategy is between the cola Pepsi and the snacks FritoLay. They are always very close to each other in the supermarkets, even sometimes in the same package, this to be sure that people will both eat and drink Pepsico when they watch TV. The synergies are even more obvious when it comes to marketing: thus in the ?good for unit, the important point to stress on in the marketing process is that the products are healthy, as this is an important criteria for more and more people today. [...]
À propos de l'auteur
Frédéric D.EtudiantBrand managementThe marketing concept and market orientation