Marketing Audit for Apollo Education & Traning Organization

5690 Words23 Pages
PART 1: IMPLICATIONS OF MARKETING (Capital M vs. Small m) “Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view” -- Peter Drucker I think Peter Drucker tried to convey his belief that marketing was a general management responsibility and not just an organizational function. Stated alternatively, marketing was viewed as one of the most important management competences and values of an organization’s culture. In this meaning, ‘Marketing’ should be distinguished with a Capital M. Peter Drucker also seemed to indicate that the long-term, sustainable growth of market-driven enterprises very much depended on how they would employ a customer-centric orientation which permeated throughout the organization. Marketing should be made an integral part of strategic planning and viewed as one of the core functional areas in the entire business process. It would represent the entire organization as seen from the customer’s viewpoint. It is worth mentioning that in the same 1954 quote, Peter Drucker strongly suggested that there was “only one valid definition of business purpose: to create a satisfied customer. It is the customer who determines what the business is.” While appearing true for any business, this forward-thinking concept constantly remained a big challenge for many companies to implement successfully since too much emphasis was placed on measures of short-term financial performance and the priorities of top management in pleasing shareholders instead of satisfying customers. Disturbingly, while the ever-increasing competition surrounding companies generated a demand for sophisticated marketing, a great deal of companies continued to have under-developed competencies in

More about Marketing Audit for Apollo Education & Traning Organization

Open Document