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Comcast Marketing Concept

810 Words4 Pages

Identify a firm that you believe has shortcomings in its understanding and implementation of the Marketing Concept.
As defined in the Cambridge Dictionary, the marketing concept is the “idea that a company should supply a product or service based on what customers want and need.” (The Marketing Concept, n.d.). For an organization to have an effective marketing outreach it must first be able to supply the good or service that it is advertising within the standards that it promotes to customers. Comcast is a firm that has had repeated issues with their implementation of the marketing concept as well acceptable customer support for its consumers. Comcast is a massive organization with a hand in several different media arenas such as film with …show more content…

These offerings are standard from any internet service provider; however, signing up with Comcast will also provide its customers with several headaches. Compiled of 83,000 employees in 80 markets; in addition, Comcast has been ingesting other companies, with the Time Werner acquisition being the most recent. By acquiring so many organization as such a hasty rate has led to a culture of chaos in the company. “Comcast has chosen to keep all the original infrastructure of the organizations they engulfed, leading to short-term continuity but long-term bedlam.” (Lang, 2015) This provides a backbone that cannot fully focus on creating, delivering and communicating superior customer value to target markets as it is continually digesting a new offering rather than modernizing its current infrastructure to provide better service to its …show more content…

This idea was offered up by Frank Eliason, a former executive at Comcast by which he recommended to “fix pricing, he says, and you can fix your customer service problems. Simplify pricing strategies instead of forcing people to threaten to cancel service just to get a better rate,” he writes. “Stop creating situations where customers have to fight with you.” (Mathis, 2015) Providing a fair and stable price for a service rather than introducing a yearly hike, triggering an angrily customer complaint, could aid in a stronger customer retention

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