Zeyad Negash 8 27 Notes Societal Marketing Orientation an organization exists not only to satisfy customer wants but also to preserve or enhance individual s and the society s long term best interests Less toxic products More durable products Products with reusable or recyclable materials Increased availability of comparative research enables customers to shop smarter putting the customer in the driver seat The differences between Sales and Market Orientations Organization s focus Firm s business Those to whom the product is directed Firm s primary goal Tools the organization uses to achieve its goals Sales inward looking Market outward looking Customer value Requirements Offer products that perform Earn trust Avoid unrealistic pricing Give the buyer facts Offer organization wide commitment in service and after sales support Co creation with customers Customer Satisfaction the customer s evaluation of a product Relationship marketing strategy that focuses on keeping and improving relationships with customers Successful strategies need Customer oriented personnel Effective training programs Empowered employees Teamwork Chapter 2 Strategic Planning Strategic Planning the managerial process of creating and maintaining a fit between the organization s objectives and resources and the evolving market opportunities Strategic Business Units SBUs A distinct mission and specific target market Control over its resources Its own competitors A single business or a collection of related businesses Plans independent of other SBUs Ansoff s Opportunity Matrix 1 2 3 4 Market penetration Market development Product development Diversification
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