Managers who adopt a market orientation recognize that marketing is vital to the success of their organizations. This realization is reflected in a fundamental approach to doing business that gives the customer the highest priority. This is called the marketing concept. Merck's fundamental approach to the news that Vioxx increased the risk of heart attacks, was that they were going to make a decision totally on patient safety. This concept is based on three beliefs. One is that all planning and operations should be customer oriented. Which means every department and employee should be focused on contributing to the customer's needs. Two, that all marketing efforts, should be coordinated. Which means that marketing efforts, should be designed and combined in a coherent, consistent way. And three customer-oriented marketing is essential to achieve the organization's performance objectives. The ultimate objective of a business is to gain a profit. As for the effect of Vioxx on Merck's earnings it will have an effect on their short-term earnings but they think that they are financially strong enough to take that hit. Two key aspects in finance are to minimize costs and maximize their profits. Merck has to strategize the way they now market themselves in order to remain financially stable, and these aspects have to be their main goal. One strategy they could use in order to recover from the withdrawal of Vioxx, is to use this mishap to their advantage. They could market themselves by saying we made a mistake don't use Vioxx instead use this better product. Now Merck has to go out and find a research and development team that could come up with a ground breaking drug to either replace Vioxx or make people forget about this mishap, after they clear up all of their lawsuits.
             When dealing with a marketing concept it may help a business achieve its goals it may at the same time encourage or attract actions that conflict with societies best in...