picked cocepts

 An American needs food but wants a hamburger, French fries, and a

soft drink. A person in Mauritius needs food but wants a mango, rice, lentils, and beans.

Clearly, wants are shaped by one’s society

phillip kotler

 

 A General

Motors executive said years ago: “How can the public know what kind of car they want

until they see what is available

 

 

 the product concept can lead to marketing myopia.16 Railroad management

thought that travelers wanted trains rather than transportation and overlooked

the growing competition from airlines, buses, trucks, and automobiles. Colleges,

department stores, and the post office all assume that they are offering the public the

right product and wonder why their sales slip. These organizations too often are looking

into a mirror when they should be looking out of the window Customer retention is more

important than customer attraction

Swiss consume the most chocolate, the Greeks eat the most cheese, the Irish drink the

most tea, and the Austrians smoke the most cigarettes