Which of the following is not true regarding the application of a marketing concept?
A. A marketing concept should encompass managerial awareness and appreciation of the consumer's role in the firm's existence.
B. Companies that base their business on the marketing concept maintain a focus on delivering value to the customer in any profitable way they can.
C. In a marketing concept, there should be general managerial appreciation of the role of marketing intelligence in determining the needs and wants of customers.
D. In a marketing concept it is not necessary for all areas of a firm to be customer oriented, but it is absolutely necessary for sales and marketing to be so.
E. A marketing concept puts the customer in the center of a firm's thinking in terms of both strategy and operations.
Answer: D
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