International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 4, Issue 1, pp: (732-737), Month: April 2016 - September 2016, Available at: www.researchpublish.com Page | 732 Research Publish Journals CONCEPTUALIZATION OF CONSUMARKETING: AN ANALYTICAL DISCOURSE AKINBODE SANGODAPO Department of Business Education, Faculty of Vocational and Technical Education, Osun State Polytechnic, Iree, Osun State, Nigeria. Abstract: Consumarketing is a combination of two different but related concepts, ‘Consumer and marketing’ combining to form or introduce a new concept in marketing management. Consumarketing is seen simply as the act of identifying loyal and seriuos consumers and using them indirectly as promotional agents for the produt of the organization. Some companies’ practice relate to consumarketing in some ways, these have failed to yield all encompasing results because the idea they practice is not conceptualized and also directed towards wrong set of people i.e customers instead of consumers. It is on this premise that this concept of consumarketing is conceived, this discussions review submissions of authorities (secondary data) on explanation of Consumer and marketing. This paper also provides hypothetical analysis of how this concept can be practiced economically and how this can increase the market or potential market of companies. On the basis of this discourse, it becomes clearer how Consumarketing can be used to achieve marketing objectives of a business organization. Keywords: Consumer, Marketing, Consumarketing, Customer. 1. INTRODUCTION The term Consumarketing is formed from the combination of two different but related concepts, these are „consumer‟ and „marketing‟. Therefore, to have a clearer understanding of this concept of consumarketing, there is need to explain these different but relatedconcepts that form the concept. Consumer can be seen as one or set of people who buy and directly use or consume the outputs, services or products of a company. According to (Dictionary, 2016) ”Consumer is someone who buys and uses goods and services”. A consumer is a person or organization that uses economic services or commodities (Wikipedia, 2016). Consumers buy the products or services of the organization in exchange for money which serves as revenue for business organization. Consumer is the one who pays to consume goods and services produced. As such, consumers play a vital role in the economic system of a nation, without consumer demand, producers would lack one of the key motivation to produce (Cross, 1997). On the other hand, Marketing is defined as “ the process of planning and executing the conception, pricing, promotion and distribution of ideas, goals and services to create exchange that satisfy individual, organizations and Society” (Telsang, 2001). Through Marketing, identified customer‟s needs are satisfied and in turn organizational objective in term of revenue are as well satisfied. Although, producers sees consumer as the source of product conception and revenue only, it is on this premise that I conceive another usefulness of counsumer as marketer (product promoter) this new conception on the usefulness of consumer gave birth to the concept of Consumarketing. Consumarketing, the way it was conceived is the process of identifying loyal consumers of the organizational products and using them indirectly as product promotional agents profitably. Although, some marketing Institutions practice this