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...... Looking back, there was a reason why the marketing concept was put into place: The success of an organization relied on marketing due to increased competition and globalization. With the marketing concept, the organization no longer stood alone, but established a relationship with the customer. The concept followed the American Marketing Associations definition of marketing: Marketing is the process of planning and executing the conception, pricing promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals" (Ferrel & Lucas, 1987, p.17). The word satisfy was most important. The need was to determine the consumers needs and then determine how best to meet them for mutual benefit. This was based on Keiths (1960) thoughts about a marketing revolution where the consumer, not the product and its bottom line, was the center. Marketing began and ended with consumers. Companies failed because of their product-orientation. Growth would come by an expansion of more affluent buyers. The organization had to consider itself a customer-satisfying entity
Later the idea of "social marketing, or the creation, implementation, and management of programs that are purposely to influence the acceptability of social ideas and involving product considerations, was added. Marketing

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