The basic step that needs to be taken by a firm in order to implement the marketing concept is to focuss all its attention on the consumer needs. Although marketing is about meeting needs profitably, understanding customer needs and wants is not always a simple task. Some customers have needs of which they are not fully conscious. So it should attempt to ascertain consumer needs and desires before committing its resources to produce an distribte products and services. Customer - oriented thinking requires the company to define customer needs from the customer's point of view. Every buying decision involves trade - offs, and management cannot know what these are with out researching customers. Some companies think that they are getting a measure of customer satisfaction by tallying the number and types of customer complaints they receive each period. But in fact 95 percent of dissatisfied customers don't complain, many may just stop buying, Hence management must think of itself not as producing products but as providing customer creating value satisfactions.