 Customer Satisfaction  Marketing orientation  Production orientation  Micro-marketing  Macro-marketing  Micro-macro dilemma  Marketing Ethics  Marketing Concept  Marketing Eras MKT 304: Chapter 1: Key Terms

© 2001 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creates Customer Satisfaction Marketing Makes sure the right goods & services are produced Production Making Goods Performing Services Production vs. Marketing

OR Macro Social process Matches supply with demand Micro Set of activities Performed by organizations Two Realms of Marketing

Producers Consumers Marketing Functions Marketing Functions Marketing Bridges the Gap! What is the function of marketing?

Sell Surplus Focus: Simple Trade Era Increase Supply Sell Surplus Simple Trade Era Focus: Production Era Focus: Increase Supply Beat Competition Production Era Focus: Sales Era Focus: Sales Era Beat Competition Coordinate and Control Focus: Marketing Department Era Focus: Marketing’s Role Has Changed Over Time Marketing Department Era Coordinate and Control Marketing Company Era Long-Run Customer Satisfaction Long-Run Customer Satisfaction Focus:

The Marketing Concept Customer Satisfaction Total Company Effort Profit The Marketing Concept Exhibit 2-1

Micro-Macro Dilemma How do we balance the needs of individual consumers at a micro level with those of society at a macro level?

Social Responsibility Should All Needs Be Satisfied? How Does This Impact Profits? Conflict The Marketing Concept, Social Responsibility, and Marketing Ethics Group NeedsIndividual Needs