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Guest post by: Francis Kamau Become an Author

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Many people like to call themselves entrepreneur; it is a fancy name in the business circles. Entrepreneurs mean they are people who are resilient, hardworking and sharp.

If you call yourself an entrepreneur then the spirit of marketing must be with you. Why am I saying that? It is because entrepreneurs start new things once they identify gaps in the market. These are gaps which have been ignored by the other players. A gap in the market can be unmet needs, unidentified segment, or a new way of doing things.

Marketing is defined as coming up with products that satisfy the needs of the customers. Therefore marketing is identifying and developing products to satisfy the customers’ needs. By looking at the two definitions you can see the close relationship. Both entrepreneur and marketers do the same thing, identify and fill a gap in the market.

Because entrepreneurs are marketers, then I believe you as an entrepreneur have done the following for your business development.

• You have a marketing mix to ensure a convenient distribution of your quality products that meet specific customer needs and at the right price.

• You have embraced the marketing concept. A marketing concept is a customer orientation philosophy that a business introduces to serve its customer better.

A marketing concept will enable your business beat its competitors leading your business achieve its core business objective of making profit.
The increase in profit will be due increasing of your market share as well as sales volumes. This increment will generally add value to you and other shareholders in your business.
This will be achieved if you develop the marketing concept and you will enjoy the benefits.

To develop the marketing concept, you will starts with the customers needs. This is identifying their needs and developing the right product to meet those needs. You will also need to develop customer orientation procedures like market segmentation and positioning to help you in building superior customer service.

Once your business start applying the marketing concept, you will create and builds a lasting relationship with business’s target customers. This will be through satisfying their needs by constantly keeping in touch with the changing market place.

If your business becomes customer oriented, you will need to develop a budget for the following tasks:

• Marketing research
• Efficient distribution system
• Innovation
• Branding
• Effective pricing and
• A clear cut policy on customer service.

For your business to have a customer oriented business, marketing concept must be an integral part of your business. This is not just a means of achieving higher sales, but for carrying out its core objective of creating and maintaining your business image, this in return will help you build your marketing objectives.

The ultimate objective of the marketing concept is to satisfy the target customer. Just remember this will happen tomorrow only if you start today.

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