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their mutual long term benefits. Marketing Program-a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers. The prospects then react by buying or not buying and the process is repeatedEvolution of the Market Orientation
4 Stages in the lives of firms1.Production eraEarly years of the United States up until the 1920s; goods were scarce and buyers would accept anything and make do with it2.Sales Era1920s-1960s manufacturers produced more goods than buyers could consume3.Marketing Concept Eraera where firms decided to strive to satisfy needs of consumers while also trying to achieve the organizations goals. Market orientation-focuses efforts on continuously collecting information about customers needs, sharing this information with departments and using it to create customer value4.Customer relationship erastarted in the 1980s, in which firms seek to satisfy high expectations of customersCustomer relationship management-the process of indentifying prospective buyers, understanding them intimately, and developing favorable long term perceptions of the organizations and its offerings so that buyers will choose them in the market placeCustomer experience-the foundation of customer relationship management which is the internal response that customers have to all aspects of an organization and its offeringSocietal marketing concept-the view that organizations should satisfy the needs of consumers in a way that provides for society’s well-beingExample: “ScotchBrite Never Rust” soap pads are made from recycled bottles and are more expensive, but SUPERIOR because because they don’t rust^^Macromarketing-(directly related to the societal marketing concept) is the study of the aggregate flow of a nation’s goods and services to benefit society. It addresses broad issues such as whether marketing costs too much, whether advertising is wasteful, and what side effects result from the marketing systemThe Breadth and Depth of Marketing1)Who Marketsa)Every organization, manufacturing, merchandising, and service company2)What is marketeda)Goods, services, and ideas3)Who buys and Uses and what is marketeda)Individuals and organizations buy and use goods and services that are marketedi)ultimate consumers-the people who use goods and services for a householdii)organizationalbuyers-manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale4)Who benefitsa)Consumers who buy, organizations that sell, and society as a whole5)How do Consumers benefita)Utility-the benefits of customer value received by users of the productand is the result of the marketing exchange process and the way society benefits from marketingi)4 different forms of Utility(1)Form Utilitythe production of the good or service (NIKE ID, can personalize item)(2)Place Utilityhaving the offering available where consumers need it (amazon.com)(3)Time utilityhaving it available when needed (vending machine)(4)Possession utility