Over the years marketers have been presented with a series of philosophical approaches to marketing decision making. One widely used approach is the “marketing concept approach” which directs the marketer to develop the product offering, and indeed the entire marketing program, to meet the needs of the customer base.

 

A key element in this approach is the need for information flow from the market to the decision maker; another approach is the “systems approach” which instructs the marketer to view the product not as an individual entity but as just one aspect of the customer’s total need- satisfaction system.

 

A third approach,the “environmental approach”, portrays the marketing decision maker as the focal point of numerous environments within which the firm operates and that affect the success of the firm’s marketing program. My question here is addressed to most of the multinational CEO’s & Presidents, who serve in our part of the world regardless thus nationalities, why using only the “marketing concept approach”? Yes it is the most used approach, but is it the only important approach?