Shifts in Marketing

Student Name: Hasan Al Ahbabi

SID: 1040538
According to the chapter and the article by Lusch, it can be clearly
seen that the marketing concept have emerged with time to come
to a definition that best explains the concept relating it not just to
the producer satisfaction in revenue, but to expand to the
satisfaction of the consumer. When marketing concept was viewed
as just one that is related of providing goods from producers to
consumers, that was not sufficient enough as the issue of marking
and simulating management appeared which was know as the
marketing management. This change shows how consumers
buying power effect the market as a social force in terms that it
should not only have the purpose of providing as many good, but
also meet the goal of having the buyers and consumers of those
goods and have the marketing satisfy the society needs as well. The
best definition that Lusch gave at the end agree with the Market
with concept in many ways that expanded this concept further to
tat provided by AMA to include more sectors satisfaction involved in
the marketing process. Consumer participation is one of importance
to bring the benefits out of marketing greater and apply the servicedominant logic that made customers endogenous rather than
exogenous and the customer being co-creator of value.