Examine the view that marketing theory and concepts portrayed in the Essay - 2

Examine the view that marketing theory and concepts portrayed in the traditional marketing literature have only limited application in guiding small business ma - Essay Example of the products that are sold through the help and facilitation of distribution channels, word of mouth approaches and formation of brand personalities and so on and so forth. When it comes to an understanding of the working methodologies of small and large businesses, there is a direct change which is manifested as per their working mechanisms and related undertakings. What we aim to study is to discern the fact that small and large businesses do it differently both from the short term as well as in the long run. Thus kicking off the debate in the line of the business size, the first and foremost understanding is of delving into what marketing concept actually is. The sales concept is basically making sure a product is produced and hence sold through proper distribution channels while on the other hand a marketing concept entails the pre-production activities related with a product, selling and marketing it extensively when its on the shelves of the retail outlet and looking after the post purchase dissonance, if any there is found. Similarly, customer satisfaction would mean their retention and eventual further selling of the product. Hard sell of the product can come under the marketing concept but then again soft sell is a strategy that tries to smoothly get into the purchase cycles of its intended customers and hence make a sale. The evaluation of the marketing concept is made possible due to the hard line policies drafted by the people who were in charge of carrying out the sales concep t which was simply to produce a product and thus sell it, without gaining proper insight as to whether or not this product met the intended requirements of the customer or it had some defect which needed to be repaired at the earliest. Now the aspect of hard sell and soft sell could be equally true for the small and the large business entities since the small business cannot just focus on the soft sell approach as it has to get its message through to the relevant target