MARKETING CONCEPT IN ELECTRONIC ARTS1.0 TERMS OF REFERENCEThe report will present an implementation of the marketing concept in the business strategy of Electronic Arts. The report will evaluate the benefits and costs of the marketing approach in Electronic Arts. All information should be submitted to Ms. Susan Campbell, HNC Course Coordinator, on October 25, 2007.2.0 PROCEDURETo analyze how the elements of the marketing concept are incorporated into the overall Electronic Arts (EA) business plan, you need to proceed with the following steps taken:2.1 You need to access the main website of Electronic Arts to get business information about the company.2.2 Internet resources and books should be examined to gather all the relevant data about the implementation of MarketingConcept.2.3 All aspects of the marketing concept must be evaluated against EA policies and production, sales and promotion activities of the company analyzed.3.0 RESULTS3.1 Satisfying needs as a key element of the businessElectronic Arts began creating electronic drag software in 1982 and since that day the company has grown rapidly to become one of the world leaders in the sector. At the beginning of 2007 the number of employees increased from two to 7,900 worldwide. The marketing concept is based on analyzing and satisfying customer needs, and EA's management team knows that the company would not survive if those needs were not met. The commitment towards the customer is expressed in the company Code of Conduct as one of the "Action Values" which are the principles on which the entire business idea is based (see App. 1).3.1.1 Products for AllElectronic Arts guided by the marketing principle of satisfying customer needs has created games that affect almost all aspects of human life. Sports, strategy, action games and even everyday life simulators (Sims) are part of the company's game portfolio. EA leaves no user without access to its products and the company's titles are available on all gaming platforms such as Xbox, Playstation, Nintendo and PC.3.1.2 Software DevelopersMany existing staff in the company played EA games when they started created their own works, so at the time it was the customers: the players who purchased the company's products. Nowadays they are shaping new titles and know how important it is to adapt to what the new generation of gaming fans is looking for.