THE STRATEGIC CONCEPT OF MARKETING
By 1990 it was clear that the “new” concept of marketing was outdated and that the times demanded a strategic concept. The strategic concept of marketing , a major evolution in the history of marketing thought, shifted the focus of marketing from the customer or the product to the customer in the contex of the broader externel environment. Knowing everything there is to know the about the customer is not enough. To succeed, goverment policy and regulation, and the broader economic, social, and political macro forces that shape the evolution of markets.1 In global marketing this may mean working closely with home-country goverment trade negotiators and other officials and industry competitors to gain access to a target-country market.
THE NEW CONCEPT OF MARKETING AND THE FOUR P’s
Marketing,in addition to being a concept and a philosophy, is a set of activities and a business process. The marketing activities are called the four ps: product, price, place, (distribution) and promotion (or communications).