Marketing Philosophy
The following report shall analyse the importance of the implementation of the marketing philosophy and shall highlight the importance off this idea to be shared by all functions within the company including top management, finance, production right down to the customer service representatives. The report will also attempt to measure the degree and success of such an implementation with respect to the Ford Motor Co.Henry Ford started his working life as an engineer for the Edison Lighting Company Detroit, in 1884. Ford by chance, came across a science journal written by Nicholas Otto, a German engineer who was developing the internal combustion engine. Ford became very interested, some say infatuated, and he decided to build his own. In the Following years Ford have become the worlds second largest car manufacturer in the world.Until recent years the Ford Motor Co have famously used the production concept. An example of this is when "Henry Fords whole business philosophy was to protect the production of the Model T so that its costs could be reduced and in turn more people could afford it. He once joked you can have it in any colour as long as it was black."(Kotler, 1996)
If Ford can do this they will continue to be successful in the implementation of the marketing philosophy. "The pursuit of customer driven goals requires, first and foremost, a customer oriented attitude on the part of the organisations top leaders and customer driven organisational systems". (Raymond and Barkinsale, corporate strategic planning and corporate marketing, Business Horizons, Vol 32, no3, 1989). The aim must be to move to the next level of connecting with customers, and how they can introduce the new products they are launching to them. The next step in the marketing objectives outlined by Ford was to assign brand managers to each product line. This definitely implies that Ford are beginning to successfully implement and understand the importance of this concept and how all departments have a part to play. However, many companies struggle in implementing this concept due to a lack of understanding. This quote signifies how marketing can exist and operate as a company's whole business philosophy. By introducing the production and design team to strategies such as market research they were able to understand the customer they were designing and building the product for. By significantly differentiating themselves from their competitors Ford have created outstanding value for their customers and also in turn they will find it easier to quickly anticipate their customers forthcoming needs due to the better understanding of the customer. "Much of the confusion over the years in defining marketing and understanding the marketing concept results from a failure to make these three distinctions between marketing as a culture, as a strategy and as a tactic" (Webster, 1992)This quote is referring to the error that many companies make that marketing is simply just advertising and selling rather than identifying the needs and wants of their customers and satisfying these desires through marketing information and strategies. "There is only one valid definition of business purpose: to create a satisfied customer. The Marketing philosophy"Marketing must now pervade a business' entire operation to win the confidence of consumers". An example of this within Ford is what added extras now come as standard with the product due to the customers needs and expectations escalating. It is clear that Ford have had considerable success due to implementing the marketing philosophy throughout all internal functions of the organisation functions, however they must continue to develop this using the recommendations previously made.
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Acceptance Essays
