Marketing program a plan that integrates the

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 repeated
Evolution of the Market Orientation

4 Stages in the lives of firms
1. Production era  Early years of the United States up until the 1920s; goods were scarce and buyers would
accept anything and make do with it
2. Sales Era  1920s-1960s manufacturers produced more goods than buyers could consume
3. Marketing Concept Era  era 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 value
4. Customer relationship era  started in the 1980s, in which firms seek to satisfy high expectations of
customers
Customer 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 place
Customer experience- the foundation of customer relationship management which is the internal response that
customers have to all aspects of an organization and its offering
Societal marketing concept- the view that organizations should satisfy the needs of consumers in a way that
provides for society’s well-being
Example: “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 system
The Breadth and Depth of Marketing
1) Who Markets
a) Every organization, manufacturing, merchandising, and service company
2) What is marketed
a) Goods, services, and ideas
3) Who buys and Uses and what is marketed
a) Individuals and organizations buy and use goods and services that are marketed
i) ultimate consumers- the people who use goods and services for a household
ii) organizational buyers- manufacturers, wholesalers, retailers, and government agencies that buy
goods and services for their own use or for resale
4) Who benefits
a) Consumers who buy, organizations that sell, and society as a whole
5) How do Consumers benefit
a) Utility- the benefits of customer value received by users of the product and is the result of the
marketing exchange process and the way society benefits from marketing
i) 4 different forms of Utility
(1) Form Utility  the production of the good or service (NIKE ID, can personalize item)
(2) Place Utility  having the offering available where consumers need it (amazon.com)
(3) Time utility  having it available when needed (vending machine)
(4) Possession utility 