Marketing Orientation
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit tChapter 1: An Overview of Marketing
Learning Objectives
1 Define the term "marketing"
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
2 Describe four marketing management philosophies
Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. These philosophies are commonly referred to as production, sales, marketing, and societal marketing orientations.
The production orientation focuses on internal efficiency to achieve lower prices for consumers. It assumes that price is the critical variable in the purchase decision.
A sales orientation assumes that buyers resist purchasing items that are not essential and that consumers must be persuaded to buy.
The marketing orientation is based on an understanding that a sale predominantly depends on the customer 's decision to purchase a product and on the customer 's perception of the value of that product. Responsiveness to customer wants is the central focus of the marketing orientation.
The societal marketing orientation holds that the firm should strive to satisfy customer needs and wants while meeting organizational objectives and preserving or enhancing both the individual 's and society 's long-term best interests.
3 Discuss the differences between sales and market orientations Selling Orientation Marketing Orientation
Organization 's focus is inward on the firm 's needs Focus is outward on the wants and preferences of customers
Business is defined by its goods and services offered Business is defined by benefits sought by customers
Product is directed to
Learning Objectives
1 Define the term "marketing"
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
2 Describe four marketing management philosophies
Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. These philosophies are commonly referred to as production, sales, marketing, and societal marketing orientations.
The production orientation focuses on internal efficiency to achieve lower prices for consumers. It assumes that price is the critical variable in the purchase decision.
A sales orientation assumes that buyers resist purchasing items that are not essential and that consumers must be persuaded to buy.
The marketing orientation is based on an understanding that a sale predominantly depends on the customer 's decision to purchase a product and on the customer 's perception of the value of that product. Responsiveness to customer wants is the central focus of the marketing orientation.
The societal marketing orientation holds that the firm should strive to satisfy customer needs and wants while meeting organizational objectives and preserving or enhancing both the individual 's and society 's long-term best interests.
3 Discuss the differences between sales and market orientations Selling Orientation Marketing Orientation
Organization 's focus is inward on the firm 's needs Focus is outward on the wants and preferences of customers
Business is defined by its goods and services offered Business is defined by benefits sought by customers
Product is directed to