The primary variations in these markets are demand, buying volume, number of prospects, customer concentration, distribution, buying nature, shopping for influences, negotiations, reciprocity, leasing and promotional methods. The “marketing concept” proposes that to complete its organizational goals, an organization should anticipate the wants and desires of potential customers and fulfill them more effectively than its competitors. This concept originated from Adam Smith’s e-book The Wealth of Nations but would not become widely used till practically 200 years later.
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