Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

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Describe four marketing management philosophies. The role of marketing and the character of marketing activities within an organization are strongly influenced by its philosophy and orientation. A production-oriented organization focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. A sales orientation is based on the beliefs that people will buy more products if aggressive sales techniques are used and that high sales volumes produce high profits. A market-oriented organization focuses on satisfying customer wants and needs while meeting organizational objectives. A societal marketing orientation goes beyond a market orientation to include the preservation or enhancement of individuals' and society's long-term best interests.
2.1 Your company president has decided to restructure the firm to make it more market oriented. She is going to announce the changes at an upcoming meeting. She has asked you to prepare a short speech outlining the general reasons for the new company orientation.
2.2 Donald E. Petersen, former chairman of the board of Ford Motor Company, remarked, "If we aren't customer driven, our cars won't be either." Explain how this statement reflects the marketing concept.
2.3 Give an example of a company that might be successfully following a production orientation. Why might a firm in this industry be successful following such an orientation?