15 things that managers can do to ensure the spirit of the marketing concept Create customer focus throughout the firm Listen to the customer Define and cultivate distinctive competences Define marketing as market intelligence Target customers precisely IBUS 166 CULTURE Lars pemer. InstructorIBUS 166 CULTURE Lars Perner, Instructor 6 15 things that managers can do to ensure the spirit of the marketing concept: Create customer focus throughout the firm. Listen to the customer. Define and cultivate distinctive competences. Define marketing as market intelligence. Target customers precisely