Marketing: A New Paradigm

An organisation comes into existence to market itself through its offers to the society at home and abroad and wishes to survive for an indefinitely long time into future. Organisations all over the world survived colonialism, parochialism, state socialism and terrorism. Now they are struggling to survive liberalisation, privatisation, globalisation and marketisation. Every organisation has to offer need fulfillment through its products and services to the society. No organisation is bom to make a particular product or offer a specific service. Hindustan Lever Limited, an FMCG giant started offering water purifiers and operating health clubs; Maruti Udyog Limited ventured into driving schools; and ONGC, a public sector oil company started opening retail outlets with a difference. Nirma, an organisation known for detergents, has opened a university. Nirma may not perhaps continue for long in detergents, in an environment where the Chinese home appliances company Haier has introduced detergent free washing machines. Thus each organisation wishes to survive with a purpose by offering always something special, unique, different, innovative, useful and creative to the society. Marketing is a social relationship between and organisation and the society. Marketing is a total organisational function an not a simple function to be left to the marketing department. According to Peter Pritchard, Chairman, Pritchard Services Group, U.K., “Most of our most successful managers are people who spend most of their time attending to the customers.