"Marketing is the activity, set of institutions, and processes for creating, communicating delivering and exchanging offerings that have value for customers, clients, partners, and society at large."
desired outcome
exchange—people giving up something to receive something they would rather have.Philosophies
A production orientation is a philosophy that
focuses on the internal capabilities of the firm
rather than on the desires and needs of the marketplace. In other words main focus is place on the product itself and what can be produced.
A sales orientation is based on the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. In other words the focus is on getting the sale, what ever it may takes.
A marketing orientation is a simple and intuitively appealing philosophy that articulates a market orientation. It states that the social and economic justification
for an organization
’s existence is the satisfaction of customer wants and needs while meeting organizational objectives. In other words there is focus on what a customers wants and needs, long term goals are achieved for the organization by satisfying the customer.
societal marketing orientation, states that an organization
exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals’ and society’s long-term best interests. Marketing products and containers that are less toxic than normal, are more durable, contain reusable materials, or are made of
recyclable materials is consistent with a societal
marketing orientation. The idea that an organization
exists not only to satisfy customer wants
and needs and to meet organizational objectives
but also to preserve or enhance
individuals’ and society’s
long-term best interests.
“ If business people do have a social
responsibility other than making
maximum profits for shareholders, how
are they to know what it is? —Milton Friedman (1”912–2006)
ethics
the moral principles or values that generally govern the conduct of
an individual or a group
morals
the rules people develop as a result of cultural values
and norms
code of ethics
a guideline to help marketing managers and other employees make
better decisions
focuses on the internal capabilities of the firm
rather than on the desires and needs of the marketplace. In other words main focus is place on the product itself and what can be produced.
A sales orientation is based on the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. In other words the focus is on getting the sale, what ever it may takes.
A marketing orientation is a simple and intuitively appealing philosophy that articulates a market orientation. It states that the social and economic justification
for an organization
’s existence is the satisfaction of customer wants and needs while meeting organizational objectives. In other words there is focus on what a customers wants and needs, long term goals are achieved for the organization by satisfying the customer.societal marketing orientation, states that an organization
exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals’ and society’s long-term best interests. Marketing products and containers that are less toxic than normal, are more durable, contain reusable materials, or are made of
recyclable materials is consistent with a societal
marketing orientation. The idea that an organization
exists not only to satisfy customer wants
and needs and to meet organizational objectives
but also to preserve or enhance
individuals’ and society’s
long-term best interests.
Corporate Social Responsibility
“ If business people do have a social
responsibility other than making
maximum profits for shareholders, how
are they to know what it is? —Milton Friedman (1”912–2006)
ethics
the moral principles or values that generally govern the conduct of
an individual or a group
morals
the rules people develop as a result of cultural values
and norms
code of ethics
a guideline to help marketing managers and other employees make
better decisions
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