The marketing concept was first articulated by a General Electric executive in the 1950. There are many similarities between the marketing concept and market orientation. The marketing concept advocates starting with customer needs/wants, deciding which needs to meet, and involving everyone in the process of satisfying customers.

The important difference is that market orientation is more than a philosophy since it provides a process for delivering customer value. The market-oriented organization understands customers' preferences and requirements and effectively combines and directs the skills and resources of the entire organization to satisfy customers.

Becoming cutesier-oriented requires finding out what values buyers want to help them meet their purchasing objectives. Buyers' buying decisions are guided by the attributes and features of the brand that offers the best value for the buyers' use situation.

The buyer's experience in using theft &rand is compared to expectations to determine customer satisfaction.