The marketing concept has evolved over the last years, marketing reflects to a key approach to doing business

... The marketing concept has evolved over the last years, marketing reflects to a key approach to doing business. An organisations objective is to make profit, to do this they have to consider the marketing concept, in order to satisfy customers. For an organisation to be successful should divert its attention away from particular products and towards the interest of the customers. Customers changing their needs and wants influence an organisations strategies and plans. Meeting customer's needs is the main key in marketing. The chartered institute of marketing used the following definition: Marketing is "The management process responsible for identifying, anticipating and satisfying customer requirements profitably".1 The definition explores that the customer is at the centre of the organisations activity. "Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationship in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas."2 Understanding customers and

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