The Selling Concept – holds that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort The Marketing Concept – hold that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. o Find the right products for your customers o Customer driving marketing – understanding customer needs even better than customers themselves do and creating products and services that meet existing and latent needs, now and in the future The Societal Marketing Concept – questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. o Sustainable marketing – socially and environmentally responsible marketing that meets the present needs of customers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
4.discuss strategies for building lasting and fruitful relationshipswith customers and partners. (textbook, pp. 13–21)
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- Spring '15
- Marketing, customer equity