The Present Status of the Marketing Concept.

The article discusses the implementation of the "marketing concept" in the United States. The author defines the marketing concept as a business management philosophy that is based on the acceptance in an organization of the need for customer orientation, profit orientation and a general recognition of the marketing's role of communicating the needs of the market. The study tests some basic assumptions surrounding the marketing concept, including a higher rate of acceptance of the concept in consumer goods corporations than in industrial corporations and also a higher rate of acceptance in large as opposed to medium and small sized corporations.