The Emergence of the Marketing Concept
If a hospitality organization is to market its product-service mix successfully,
it is essential that the marketing concept be thoroughly understood and fully
implemented. Understanding the marketing concept is not difficult, but implementing
it may prove to be very challenging for management. Simply
stated, the marketing concept is a consumer-oriented philosophy that focuses
all available resources on satisfying the needs and wants of the consumer,
thereby resulting in profits. As an old rhyme states, “To sell Jane Smith what
Jane Smith buys, you’ve got to see things through Jane Smith’s eyes.”