In Search of Excellence: Critique :: essays research papers fc

Peters & deoxyadenosine monophosphate Wa callan write of selling however never refer to the marketing idea. However, is the philosophy of the marketing c formerlypt critical to the theme of the book? Or, is the marketing concept compromised by the authors interest in a product orientation.The marketing concepts ultimate goal in substance is to satisfy an arrangings clientele, while at the same time enabling the political party to survive and prosper. It stresses consumer-orientation in all facets of a companys operation. It also emphasises adoption of a cross-functional perspective so that everyone within the organisation can direct few impact on the organisations success in both the profitability and at the consumer level. (Zikmund / DAmico 2002)Peters and Watermans In Search of Excellence lessons from Americas Best Run Companies does adhere to the marketing concept albeit not directly. They strongly support the idea that an organisation is except as good as the people wh o work within that organisation. Although thither is some emphasis on sales and product orientation, much of this stems from the organisation wanting to provide the highest quality product or service for the consumer. Peters & Waterman see excellent companies along the lines of "a sound nous in a healthy body". They acknowledge the need for profit, only when see it as secondary to consumer orientation. As expounded by one executive director Peters & Waterman spoke to, "Profit is like health. You need it, and the to a greater extent the better. But its not why you exist." (Peters & Waterman 1982)The marketing concept is personified in Peters and Watermans example of Joe Girard who consistently sells twice as many cars in a year than his nearest competitor. His success is put down to the event that he makes the customer feel that the relationship is not over once the sale has been made. Joe sends Christmas cards, Easter cards and friendly letters, remindin g the customer that he cares for them, not only for their money. Whether this is true or not, Joe leaves the customer feeling as if they have made the right choice. And this is, in turn is good for Joe Girards long term prosperity. (Peters & Waterman 1982)In Search of Excellence Lessons from Americas Best-Run Companies never mentions The Marking Concept, but the underlying principles are still seen in the qualities exhibited by the excellent companies. Fritos-Lays dedication to their customers goes above and beyond expectation. Hewlett Packard encourages employees to chub mackerel with other employees designs and Disneys Cross Utilisation week where executives forefather character costumes or man food stands or rides both represent a cross-functional policy.