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AN OVERVIEW OF MARKETING
LEARNING OBJECTIVES
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. These philosophies are commonly referred to as production, sales, marketing, and societal marketing orientations. The production orientation focuses on internal efficiency to achieve lower prices for consumers. It assumes that price is the critical variable in the purchase decision. A sales orientation assumes that buyers resist purchasing items that are not essential and that consumers must be persuaded to buy. The marketing orientation is based on an understanding that a sale predominantly depends on the customer's decision to purchase a product and on the customer's perception of the value of that product. Responsiveness to customer wants is the central focus of the marketing orientation. The societal marketing orientation holds that the firm should strive to satisfy customer needs and wants while meeting organizational objectives and preserving or enhancing both the individual's and society's long-term best interests.
Selling Orientation Organization's focus is inward on the firm's needs Business is defined by its goods and services offered Product is directed to everybody Primary goal is profit through maximum sales volume Goals are achieved through intensive promotion
Marketing provides a delivery system for a standard of living, which is a monumental task in a society such as the United States, where a typical family consumes 2.5 tons of food per year. No matter what an individual's area of concentration in business, the terminology and fundamentals of marketing are important for communicating with others in the firm. Between one-fourth and one-third of the entire civilian work force in the United States performs marketing activities. Marketing offers career opportunities in areas such as professional selling, marketing research, advertising, retail buying, distribution management, product management, product development, and wholesaling. As a consumer of goods and services, everyone participates in the marketing process every day. By understanding marketing, one can become a more sophisticated consumer.
PRETEST
Answer the following questions to see how well you understand the material. Re-take it after you review to check yourself. 1. Marketing is defined as:
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What five conditions must be satisfied for any kind of exchange to take place?
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List five ways in which a marketing orientation is different from a sales orientation.
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CHAPTER OUTLINE
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I. A. B.
The American Marketing Association definition of marketing: Marketing Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. C. The Concept of Exchange The concept of exchange means that people give up something in order to receive something that they would rather have. 1. The usual medium of exchange is money. Exchange can also be through barter or trade of items or services. 2. Five conditions must be satisfied for an exchange to take place: a. b. c. d. e. There must be at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
3. Exchange may not take place even if all of these conditions exist, but these conditions are necessary for exchange to be possible.
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II.
C.
Market Orientation 1. The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customer wants and needs while meeting organizational objectives. The marketing concept involves: a. Focusing on customer wants and needs so the organization can differentiate its product(s) from competitors' offerings Integrating all the organization's activities, including production, to satisfy these wants and needs c. Achieving long-term goals for the organization by satisfying customer wants and needs legally and responsibly. 3. A market orientation involves obtaining information about customers, competitors, and markets; examining the information from a total business perspective; determining how to deliver superior customer value; and implementing actions to provide value to customers. Understanding your competitive arena and competitor's strengths and weaknesses is a critical component of market orientation. Market-oriented companies are successful coordinating all business functions to deliver customer value.
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b.
4. 5. D.
Societal Marketing Orientation 1. The societal marketing orientation states that an organization exists not only to satisfy customer wants and needs and to meet organizational but also to preserve or enhance individual's and society's long-term best interests. This orientation extends the marketing concept to serve three bodies the organization itself, and society as a whole rather than two: customers,
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A.
III. Differences Between Sales and Market Orientations The Organization's Focus
1. Sales-oriented firms tend to be inward-looking. They focus on satisfying their own needs rather than those of customers. 2. Market-oriented firms derive their competitive advantage from an external focus. Departments in these firms coordinate their activities and focus on satisfying customers. B. Customer Value 1. 2. Customer value is the ratio of benefits to the sacrifice necessary to obtain those benefits. Creating customer value is a core business strategy of many successful firms.
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Marketers interested in customer value a. b. c. d. e. Offer products that perform Give consumers more than they expect Avoid unrealistic pricing Give the buyer facts Offer organization-wide commitment in service and after-sales support
C.
Customer Satisfaction Customer satisfaction is the feeling that a product has met or exceeded the customer's expectations. The organizational culture focuses on delighting customers rather than on selling products. D. Building Relationships Relationship marketing involves forging long-term partnerships with customers and contributing to their success. Most successful relationship marketing strategies involve the following features: 1. 2. 3. 4. E. Customer-oriented personnel: employees attitudes and actions are geared toward the customers best interests. Training: employees receive specialized training in building relationships with customers. Empowerment: employees are empowered or enabled to make key decisions when necessary in order to fix problems or meet customer needs. Teamwork: entails collaborative efforts of people to accomplish common objectives.
The Firm's Business 1. 2. 3. A sales-oriented firm defines its business in terms of the goods and services it offers, like an encyclopedia publisher defining itself simply as a book publisher/seller. A market-oriented firm defines its business based on the benefits customers seek. Why is this customer benefit definition so important?
b. c.
a. It ensures the firm keeps focusing on customers. It encourages innovation and creativity . It stimulates an awareness of changes in customer desires and preferences. 4. F. Focusing on customer wants does not mean that customers will always receive the specific goods and services they want.
Those to Whom the Product Is Directed 1. A sales-oriented organization targets its products at "everybody" or "the average customer." However, few "average" customers exist. The market-oriented firm a. b. c. Recognizes that different customer groups have different wants Targets specific subgroups of customers Designs special products and marketing programs for these groups
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G.
The Firm's Primary Goal 1. 2. The goal of a sales-oriented firm is profitability through sales volume. The focus is on making the sale rather than developing a long-term relationship with a customer. The ultimate goal of most market-oriented organizations is to make a profit from satisfying customers. Superior customer service enables a firm to have large amounts of repeat business, customer loyalty, and higher profit margins.
H.
Tools the Organization Uses to Achieve Its Goals 1. Sales-oriented firms seek to generate sales volume through intensive promotional activities, mainly personal selling and advertising. 2. Market-oriented organizations recognize that promotion is only one of the four basic tools that comprise the marketing mix. The tools are the marketing mix elements (the four P's): product, place (distribution), promotion, and price. 3. The important distinction is that market-oriented firms recognize that each of the four components of the marketing mix is of equal importance: sales-oriented organizations view promotion as the primary means of achieving their goals.
Marketing provides a delivery system for a complex standard of living. The number of transactions needed everyday in order to feed, clothe, and shelter a population the size of the one in the United States is enormous and requires a sophisticated exchange mechanism. B. Marketing Is Important to Businesses The fundamental objectives of most businesses are survival, profits, and growth. Marketing contributes directly to achieving these objectives. Marketing provides the following vital business activities: 1. 2. 3. 4. 5. C. Assessing the wants and satisfactions of present and potential customers Designing and managing product offerings Determining prices and pricing policies Developing distribution strategies Communicating with present and potential customers
Marketing Offers Outstanding Career Opportunities 1. Between one-fourth and one-third of the entire civilian work force in the United States performs marketing activities.
2. Marketing offers career opportunities in areas such as professional selling, marketing research, advertising, retail buying, distribution management, product management, product development, and wholesaling.
D.
Marketing Affects Your Life Every Day 1. 2. As consumers of goods and services, we participate in the marketing process every day. Almost 50 cents of every dollar consumers spend goes to pay marketing costs such as market research, product research and development, packaging, transportation, storage, advertising, and sales-force.
VOCABULARY PRACTICE
Fill in each blank with the appropriate term or phrase from the alphabetized list of chapter key terms. These definitions do not necessarily follow the same order as the textbook. Each term is used only once. customer satisfaction customer value empowerment exchange marketing marketing concept market orientation production orientation relationship marketing sales orientation societal marketing orientation teamwork
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A business philosophy that assumes that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. Delegation of authority to solve customers problems quickly usually by the first person that the customer notified regarding a problem. A business philosophy that focuses on customer needs and wants rather than on aggressive sales techniques. communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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Collaborative efforts of people to accomplish common objectives. The idea that people give up something to receive something they would rather have. A business philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. A strategy that entails forging long-term partnerships with customers.
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8. 9.
The ratio of benefits to the sacrifice necessary to obtain those benefits. 10. The idea that an organization exists in part to preserve and enhance individuals and societys long-term best interests.
11. Customers evaluation of a good or service in terms of whether it has met their needs and expectations. 12. The idea that the social and economic justification for an organizations existence is the satisfaction of customer wants and needs while meeting organizational objectives.
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Check your answers to these questions before proceeding to the next section.
TRUE/FALSE QUESTIONS
Mark the statement T if it is true and F if it is false.
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Check your answers to these questions before proceeding to the next section.
AGREE/DISAGREE QUESTIONS
For the following statements, indicate reasons why you may agree and disagree with the statement. 1. The marketing concept actually encompasses both the sales concept and the production concept. Reason(s) to agree:
Reason(s) to disagree:
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Marketing is the job of everyone in a business organization, not just the marketing department. Reason(s) to agree:
Reason(s) to disagree:
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Only highly creative people should consider marketing as a career. Reason(s) to agree:
Reason(s) to disagree:
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Rhonda works for a company that markets time-share condos on beach resorts in Mexico. Her job is to call people and invite them for a free weekend at one of the beach resorts, where customers only have the obligation to take a tour and listen to a pitch about investing in the time-share. Rhondas company has a: a. marketing orientation b. production orientation c. promotion orientation d. sales orientation e. customer orientation Joanne noticed that her neighborhood had a large number of children who attended school until midafternoon and then came home to an empty house while their parents were still at work. She canvassed the neighborhood and asked parents if they would be willing to provide a small investment to rent facilities at a nearby park so that their children could participate in safe but stimulating activities under the care of young adult volunteers. There was overwhelmingly positive response, and Joanne started the Kids Klub in her neighborhood. Joannes efforts support a ___________ orientation. a. production b. sales c. marketing d. customer e. enterprise The Ajax Insurance Company tells its salespeople to try to sell life insurance to everyone they meet or contact. In contrast, the Family Shelter Insurance Company concentrates on special insurance plans designed for single parents. Family Shelter is: a. missing out by not concentrating on the average customer b. a company that would state that they are in the business of selling insurance c. a selling-oriented company d. recognizing that different customer groups have different needs and wants e. aiming at a goal of profit through maximum sales volume
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10. Paul Newmans line of Newmans Own food products donates all profits to charitable organizations. Newmans Own has which type of orientation? a. production b. sales c. promotion d. marketing e. societal marketing
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13. Jason likes his sales associate job at Whiz-Bang electronics store because he loves dealing with customers and is allowed to solve their problems himself rather than going through an arduous hierarchy of approvals. Customers seem to respond very well to the quick problem-solving. This is a good example of: a. teamwork b. one-to-one marketing c. a sales orientation d. empowerment e. training
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Check your answers to these questions before proceeding to the next section.
SCENARIO
Please read the following marketing scenario and answer the questions that follow. The fictitious Freedom Mutual Insurance Company is a leading provider of life, medical, property, and casualty insurance to consumers. Before this year, sales agents of Freedom Mutual were trained to aggressively take business away from their competitors by offering lower prices on similar insurance coverage or by creating packages with more features. Sales agents had strict quotas to maintain, and bonuses were granted on the number of new accounts and the amount of revenue the agents brought into the company. In 2005, the company began to change its way of conducting business. Sales agents were still trained to bring in new accounts, but they were also given incentives to keep existing business. Sales assistants input many types of data about their policyholders into a new database, thus creating a rich profile of each customer. Current policyholders are sent messages about additional coverage they may need as changes in the family (birth of a new child, new car, etc.) occur. In addition, customers are asked fill out a survey twice a year about the service that they have received from their insurance agent and any suggestions for improvement. True/False: _____ 1. Before this year, Freedom Mutual Insurance Company followed a marketing orientation.
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2. 3.
This year, Freedom Mutual changed from a sales orientation to a marketing orientation. Because of its new focus on existing policyholders, Freedom Mutual will likely lose revenue in the short-run because agents will be too busy to focus on new business.
Multiple Choice: _____ 4. In 2005, Freedom Mutual paid more attention to its existing customers by keeping updated customer profiles and tracking major life changes that may require new coverage. This is an example of: a. a production orientation. b. customer satisfaction. c. relationship marketing. d. a societal marketing orientation. e. a proactive orientation Before 2005, Freedom Mutuals target market can be described as a. everybody. b. current policyholders. c. people who already have insurance. d. people with high incomes. e. people with babies. In order to adopt a true marketing orientation, Freedom Mutual should: a. train all personnel not just sales agents to focus on customer satisfaction. b. change its mission statement to be more customer-oriented. c. target certain market segments who would most benefit from the companys offerings. d. empower front-line employees to solve customer problems. e. do all the above.
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Short Answer: 7. If you were named the national marketing director for Freedom Mutual in 2005, how would you describe the companys new external focus in the new marketing materials? (Name at least seven ways.)
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ESSAY QUESTIONS
1. Define marketing in your own words. Compare it to the textbooks definition of the term. Have you included all the elements that are necessary for marketing?
2.
Briefly describe each of the following: a production orientation, a sales orientation, a market orientation, and a societal marketing orientation.
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Name and describe five key areas in which a market orientation differs from a sales orientation.
4.
Review the appendix called Careers in Marketing. It immediately follows Chapter 1. Of the careers that are listed, which one would you be most interested in pursuing if you were to pursue a marketing career? List activities from your education (both high school and college), extracurricular activities, volunteer work, and/or paid work experience that would quality you for this job.
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APPLICATION
The objective of this assignment is to understand the differences between the marketing concept a fundamental objective for the entire course and other business philosophies. Look up the following Web sites of marketing organizations or products:
For each Web site: 1. 2. Review the Web sites thoroughly and click on several different links. List the elements on the Web site that you believe are marketing-oriented.
3.
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List the elements on the site that you believe are NOT marketing-oriented (i.e., they are sales-oriented or production-oriented.).
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Describe why you believe these elements are NOT marketing oriented.
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ONLINE EXERCISES
On line exercises are scattered throughout the chapter. They are repeated here so that you can complete the activities. MarineMax, p. 5 How does MarineMax use its Web site to connect with its market? What clues on the home page of its Web site indicate that MarineMax is a customer-oriented company? http://www.marinemax.com
Western Union, p. 8 Has Western Union rebounded from its failure to define its competitive arena as telecommunications? Evaluate the companys Web site to find out. Describe, if you can, the companys value proposition, the market it serves, and whom it seems to be competing against in the twenty-first century. http://www.westernunion.com
Philip Morris, p. 11 How does Philip Morris handle the sensitive issues associated with marketing tobacco? What kind of information does its Web site provide about smoking and its negative effects on health? How do you think Philip Morris is able to justify such marketing tactics? After checking around the site, do you think that approach makes the company more or less trustworthy? http://www.philipmorris.com
Southwest Airlines, p. 12 Do some investigating at the Web site for Southwest Airlines. How does Southwest Airlines provide value to its customers? How does its Web site support its ability to satisfy potential and existing customers? What evidence can you find that is both successful and organization-wide? http://www.iflyswa.com
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Britannica, p. 14 Go to Britannicas Web site. What evidence do you see that Britannica has redefined its core business? What do you think its business definition currently is? How has the company met the challenges of CD-ROM technology and online content distribution? http://britannica.com
Reflect.com, Custom Chocolate, p. 15 Create your own customized products at the Web sites of Reflect.com and Custom Chocolate. How did your experiences compare? Do you think that one type of product is more conducive to customization and online distribution than the other? Why? http://www.reflect.com http://www.custom-chocolate.com
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3. The production orientation, the sales orientation, the marketing orientation, and the societal marketing 5. Sales orientation:
Inward focus based on organizations needs Focus on selling goods and services Product targeted at everyone Profit is gained through maximum sales volume Goals achieved through intensive promotion Marketing orientation: Outward focus, based on wants and preferences of customers Focus on satisfying customer wants and needs and delivering superior value Product targeted at specific groups of people Profit is gained through customer satisfaction Goals achieved through coordinated marketing and interfunctional activities (text pp. 9-17) Four reasons for studying marketing are: (1) Marketing plays an important role in society; (2) Marketing is important to business; (3) Marketing offers outstanding career opportunities; and (4) Marketing affects your life every day. (text pp. 17-18)
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VOCABULARY PRACTICE SOLUTIONS QCorrect Answer 1 sales orientation . 2 empowerment . 3 market orientation . 4 marketing . 5 teamwork . Text Reference 7 13 8 6 14
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6 exchange . 7 production orientation . 8 relationship marketing . 9 customer value . 1 societal marketing orientation 0 . 1 customer satisfaction 1 . 1 marketing concept 2 .
6 7 12 11 9
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TRUE/FALSE SOLUTIONS Correct Q Answer 1 . 2 . 3 . 4 . 5 . 6 . 7 . T F T F F F F Text Reference Answer Rationale 6 7 8 7 11 18 18 A sales orientation is based on pushing products to customers, while a market orientation is based on satisfying customer needs while meeting organizational objectives. The customer needs to determine the benefits and the sacrifices; these perceptions cannot be defined by the marketer. Marketing is generally the responsibility of every employee in a company. Between one-fourth and one-third of the workforce is engaged in marketing activities, one of the most common types of activities in American business. This shows a strong production orientation given the focus on the firms capabilities (same color car).
AGREE/DISAGREE SOLUTIONS (question number / sample answers) 1. Reason(s) to agree: In order for a firm to be marketing oriented, it must operate efficiently (production orientation) and use aggressive selling techniques to push products through distribution channels. Reason(s) to disagree: Maintaining a production orientation or a sales orientation can actually hurt the firms marketing efforts. If too much focus is given to production or sales, the firm will lost focus on customer satisfaction, the ultimate goal of marketing. 2. Reason(s) to agree: An organization with a marketing orientation must ensure that all employeesand especially those who are in direct contact with customersunderstand that the firms goal is to satisfy customer needs. Organizations such as Nordstroms, Disney, and Southwest Airlines understand this concept well, and all employees are trained in delivering good customer service. Reason(s) to disagree: Though this concept sounds good, it is not practical. By making marketing everyones job, no one in the organization has accountability for marketing. While customer service can be delivered by everyone, there are many other aspects of marketing--such as promotion, planning, and marketing research--that require the expertise of a trained marketing department. Reason(s) to agree: Marketing professionals are known for their creativity in coming up with new product ideas, new promotional ideas, and new ways of reaching consumers. Certainly the advertising world an essential part of marketing is based on innovation and creativity. Reason(s) to disagree: Creativity can take many forms, including problem-solving. It does not always require innovation or coming up with new ideas.
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MULTIPLE-CHOICE SOLUTIONS Correct Q Answer 1 . c Text Reference Answer Rationale 6 Marketing must involve at least two parties in order for an exchange to occur.
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2 . 3 . 4 . 5 . 6 . 7 . 8 . 9 . 1 0 . 1 1 . 1 2 . 1 3 . 1 4 . 1 5 .
b e b d c d c d e
6 6 6 7 7 7 8 8 9
Exchange involves the trade of items of value but does not necessarily involve formal organizations, profit, or money/legal tender. As long as there is an organization and a client/user/customer/consumer group willing to engage in the exchange act, then marketing activities are relevant. Hiring marketing professionals is generally part of human resource management activities, not marketing activities. The production orientation is a philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the of the marketplace. Making the cheapest product usually depends on high-volume, low-cost production efforts; therefore, Company B has a production orientation. Only the sales orientation assumes that aggressive sales techniques will sell more products, regardless of customer desires and needs. Joanne tested her idea by conducting marketing research to uncover customer needs; therefore, she has a marketing orientation. Family Shelter is exemplifying the marketing concept by concentrating on the needs of a specific group of customers. Organizations with a societal marketing orientation seek the long-term best interests of society. The donation of earnings to an environmental cause is illustrative of this orientation. A sales orientation has the short-term goal of increasing sales, which can be easily done through intensive sales promotions, such as discount pricing. A marketing orientation involves coordination among many organizational functions, such as production, research and development, finance, and marketing. Databases can certainly help with relationship marketing, but they are not absolutely necessary. The other features are. Empowerment is the delegation of authority to solve customer problems quickly.
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Marketing is an important conceptual base that will help assess the needs and wants of the various business contacts and customers. Marketing is a key component of every business. The marketing concept stresses the commitment to satisfying customer needs and wants with an entire range of marketing tools, not just selling or advertising.
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SCENARIO SOLUTIONS 1. False. Because the sales agents aggressively pursue business with discounts and promotions, the company seemed to have more of a sales orientation before 2005. 2. True The creation of the customer database, the focus on keeping existing customers satisfied, and the feedback process are all signs of a marketing orientation. 3. False Sales agents still pursue new business, but existing policyholders have become important new sources of additional income. An old saying in marketing is its cheaper to keep a current customer than to gain a new one. 4. c By keeping customer profiles updated and sending information about coverage needed for life changes, the company is engaging in relationship marketing.
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5. 6. 7.
a d
Before 2005, the company held a sales orientation, which targets the mass market (everybody) without taking into account different needs. Everybody would include people with high incomes, people who already have insurance, etc. All the choices reflect a marketing orientation. New marketing materials could describe the companys new external customer focus by emphasizing customer value, customer satisfaction, and building relationships. In the copy about building relationships, you could describe the companys customer-oriented personnel, how the personnel are trained (indicating their high level of expertise), how employees are empowered to help customers right away, and how the company stresses teamwork.
ESSAY QUESTION SOLUTIONS 1. The textbooks definition of marketing is: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (text p. 6 ) 2. The production orientation focuses firms on their internal production capabilities rather than the desires and needs of the marketplace. The sales orientation assumes that buyers resist purchasing items that are not essential, and that buyers will purchase more of any item if aggressive selling techniques are used. Again, this orientation does not address the needs and wants of the marketplace. The marketing orientation is dependent on the customer's decision to purchase a product and provides increased responsiveness to customer needs and wants. The societal marketing orientation refines the marketing orientation by stating that the social and economic justification for an organization's existence is the satisfaction of customer wants and needs while meeting the organization's objectives and preserving or enhancing both the individual's and society's long-term best interests. (text pp. 6-9) Five key areas in which a market orientation differs from a sales orientation are as follows: The organizations focus: A market orientation has an outward focus based on the wants and preferences of customers, while a sales orientation has an inward focus based on the organizations needs. The firms business: A market orientation defines business as satisfying customer needs and delivering value, while a sales orientation defines business as selling goods and services. Those to whom the product is directed: A market orientation targets specific groups of people who have needs for products, while a sales orientation targets everybody in order to maximize short-term sales. The firms primary goal: A market orientation has the goal of gaining profit through customer satisfaction, while a sales orientation has the goal of gaining profit through maximum sales volume. Tools the organization uses to achieve goals: A market orientation achieves goals through coordinated marketing and interfunctional activities, while a sales orientation achieves goals through intensive promotion. (text pp. 9-17) Your answers will vary, depending on which career you choose. As youve probably seen, even if you are not ultimately interested in a marketing career, you probably have had some marketing experience. (text p. 27)
3.
4.
APPLICATION SOLUTIONS Not all questions require solutions. Those that do are listed below: 2. Elements that would make a Web site seem marketing-oriented include: 1) an assumption that most Web site viewers are seen as potential customers or the target market; 2) the Web site seems more focused on the wants, needs and preferences of customers rather than on selling product; 3) the Web site is not targeted at everyone; its targeted at specific groups of people (you may not even be part of the target market); 4) the Web sites features promotions that appeal to the target market; and 5) the Web site uses colorful graphics that are appealing to the target market. There may be other elements that make the Web site seem more marketingoriented.
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Recall that the marketing orientation is dependent on the customer's decision to purchase a product and provides increased responsiveness to customer needs and wants. 4. Elements that may make the Web site appear NOT to be marketing-oriented are: 1) a focus on investors, not on consumers; 2) a focus on the internal elements of the company, such as employment or general company information; 3) a strong focus on the product features but not the product benefits; etc. Recall that the production orientation focuses firms on their internal production capabilities rather than the desires and needs of the marketplace. The sales orientation assumes that buyers resist purchasing items that are not essential, and that buyers will purchase more of any item if aggressive selling techniques are used. Again, this orientation does not address the needs and wants of the marketplace. The societal marketing orientation refines the marketing orientation by stating that the social and economic justification for an organization's existence is the satisfaction of customer wants and needs while meeting the organization's objectives and preserving or enhancing both the individual's and society's long-term best interests. (text pp. 6-9)
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