Marketing has travelled a long way from its stage of infancy to its current maturity. In every stage of
its development, marketers have taken conscious efforts to achieve the desired exchange results. All
those efforts depend on the marketer’s choice of principle to satisfy customers. The guiding principle
or marketing philosophy of the marketers to undertake a marketing effort may vary. For example,
a marketer may be customer oriented or may offer the product for the mass, supplying it at a relatively low
price. Some marketers may be more concerned about society. These orientations are often confl icting.
Whatever be the guiding philosophy of marketing for a company, it should be carried ...
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