The marketing concept is a purely customer led concept that aims to sense the customer needs and then provide accordingly. Holistic marketing concept is the latest philosophy for the 21st century companies since now with time companies need to change their focus and adapt to the changing environment of today.
Customers play a key role in a company’s choice of market orientation strategies since it depends how customers react to the particular product of the organization. It’s the customer needs that confirm the company’s choice of strategies since for some products customers want innovation more than changes or reactions to their needs and in some cases a need has to be created by the organization. Thus, it entirely is based on the type of customers or target market that helps an organization decide what market orientation strategy is to be implemented or deployed (Kotler).
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