Marketing Constraints

The marketing concept is the central theory of marketing which has emerged as the response of business to changes in the economic environment. The growth of manufacturing facilities backed by technological innovations on one part and increase in income and literacy on the part of consumers led to a condition of ‘choices’. The sellers’ response to the choices of the consumers and sellers’ preoccupation with consumer wants is the core of modern marketing or consumer-orientation. But consumer-orientation alone is not enough to make the firm successful in markets. Its internal organization must be attuned to the service of the consumer. A firm is tightly placed in a multiple corned environment consisting of internal and external resources on one part and controllable and uncontrollable variables, on the other. The success of the firm naturally depends on how these factors are harmonically combined to achieve the objectives of the firm.