Introduction The marketing concept is a fundamental initiative of marketing upon which organizations survive by fulfilling the needs and wants of customers. It has tremendously evolved and it reflects the approaches of doing the business. The key objective of most organizations is to get profits to achieve the profits, such organizations need to consider the concept of marketing to effectively satisfy their respective customers. The changing needs, as well as wants of customers, greatly influence the strategic plans of the organizations, this makes the satisfaction of customers’ needs the major key as far as marketing is concerned. Therefore, marketing is considered as the management process that is responsible for the identification, anticipation, and satisfaction of customers’ requirements in a profitable manner (Enis, 1973). Application of the concept of Marketing The marketing concept is applied from the top management to the low management levels as well as across the entire organizational departments; this renders it to be the key philosophy of carrying out business. The management has to ensure that the requirements of the clients occupy the foremost part of their minds. According to Kotler and Levy (1969), the traditional business of marketing creates a more useful set of guiding concepts for the entire organization. Kotler and Levy examined that the choice faced with managers within the non-business organizations is not necessarily on whether to apply the marketing concept or not, but concerns whether if it has to be effectively or poorly applied. They asserted that the relevance of the commercial concepts together with the tools to the non-profit making world is believed not to be frictionless. Due to the broadening movement, the marketing concept is considered to be important to the new types of organizations and the newly introduced various types of transactions (Luck, 1969). The new organizations involve public as well as non-profit kinds of organizations that are previously differentiated from the commercial organizations; this is concerning how such organizations are funded as well as to their responsible entities. However, the new transactional types have the core non-economic components that involve no exchanges for consumers to undertake the economic offerings payments for the organization (Kotler & Levy, 1969). Kotler viewed marketing in three main consciousness stages. The first consciousness stage concerns the pre-1969 expression of marketing as essentially the business subject involving market transactions. The second consciousness stage was the 1969 understanding of marketing, this was considered to be relevant to the entire organizations with customers as well as involving the organization-client transactions. The last which is the third consciousness stage is generic-related and is the current conventional understanding of marketing and very appropriate for the entire organizational relationships not only with their respective customers but with their surrounding publics. The main distinctive concept within the third consciousness is transactions, rendering the application of the marketing concept to any given social unit that aims at exchanging values with some other related social units (Kotler, 1972). Kotler argued that marketing needs to be expanded to involve some transactions between a given organization of any kind and its entire public. The aesthetic