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

Peters & adenosine monophosphate boater write of marketing but never refer to the marketing fantasy. However, is the doctrine of the marketing concept crucial to the theme of the book? Or, is the marketing concept compromised by the authors interest in a harvesting orientation.The marketing concepts eventual(prenominal) goal in essence is to satisfy an make-ups clientele, while at the similar time enabling the company 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 have some impact on the organisations mastery in both the profitability and at the consumer level. (Zikmund / DAmico 2002)Peters and Watermans In hunt club of Excellence lessons from Americas scoop Run Companies does adhere to the marketing concept albeit not directly. They strongly prolong the idea that an organisation is only as good as the populate who wor k within that organisation. Although there is some emphasis on gross revenue 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 on the lines of "a sound mind in a healthy bole". They acknowledge the need for profit, but see it as secondary to consumer orientation. As expounded by one executive Peters & Waterman spoke to, " usefulness is like health. You need it, and the more 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 double as many cars in a year than his nearest competitor. His success is put down to the fact that he makes the node feel that the affinity is not over once the sale has been made. Joe sends Christmas cards, Easter cards and lucky letters, reminding 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 crook 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 cardinal principles are still seen in the qualities exhibited by the excellent companies. Fritos-Lays inscription to their customers goes above and beyond expectation. Hewlett Packard encourages employees to tinker with other employees designs and Disneys mishandle Utilisation week where executives don character costumes or man nutrition stands or rides both illustrate a cross-functional policy.