ABSTRACT
Matching service and product delivery to customer expectations is no longer enough (Figure 10.1). With increasing competition, exceeding customer expectations has now become a must.
Understanding the marketing concept helps to understand the benefi ts that marketing will have to any business. For a company to be market oriented it would have to understand and adopt the following elements of the marketing concept:
1 The position of the customer as the focal point of a business is central to the marketing concept.
