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

Peters & Waterman write of marketing but never refer to the marketing concept. However, is the ism of the marketing concept crucial to the theme of the book? Or, is the marketing concept compromised by the authors interest in a product orientation.The marketing concepts ultimate coating in essence is to satisfy an organisations clientele, while at the same time enabling the company to survive and prosper. It stresses consumer-orientation in all facets of a companys operation. It also emphasises word sense of a cross-functional perspective so that everyone within the organisation can keep up some 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 only as good as the people who work within that organisation. Although there is some emphasis on sales and product orientation, much of this stems from the organisation wanting to domiciliate the highest quality product or service for the consumer. Peters & Waterman see excellent companies along the lines of "a sound mind in a well-informed body". They acknowledge the need for profit, but see it as secondary to consumer orientation. As expounded by one executive Peters & Waterman spoke to, " pull ahead 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 twice as many cars in a year than his nearest competitor. His success is put down to the fact that he makes the customer feel that the relationship is not everyplace once the sale has been made. Joe sends Christmas cards, Easter cards and friendly letters, reminding the customer that he cares for them, not only for their mon ey. 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 tinker with other employees designs and Disneys Cross Utilisation week where executives don character costumes or man food stands or rides both illustrate a cross-functional policy.