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Topic 1: Marketing Functions Marketing activities support Business Orientations to Marketing a. Production Orientation A production orientation to marketing means that the business is concerned primarily with ________________________________________ The business does / does not consider the wishes of the consumer. Henry Ford said of his Model T car: “You can have it any colour you want so long as it is _____________!” For years Coca Cola produced ____________________. b. Selling Orientation A selling orientation to marketing means that the business can produce a ____________ number of goods and needs to __________________________________. _________________ sales and face-to-face sales methods are used to ______________________ to buy the goods. The needs and wants of consumers are /are not considered with this approach. See Al Pacino, Jack Lemmon, Alec Baldwin, and Alan Arkin in the movie “Glengarry Glen Ross” to understand the pressures a selling orientation places on consumers of aluminum siding. c. Consumer Orientation A consumer orientation to marketing acknowledges the ______________ of the consumer and focuses on ________________________________ by producing ____________________________, and by providing a high/ low level of _______________________before and after the sale. “The customer is always right” philosophy is integral to ____________________________ orientation. Today, most businesses, even very small businesses, are expected to have a consumer orientation to marketing. d) Societal Orientation A societal orientation to marketing promotes goods and services that are in line with _________________________________________. Examples: Children’s toys must meet strict __________ requirements. The production of food products must __________________________________. Package labels must _________________________, and often how the product is to be _______________. Businesses often try to provide for consumer special needs, such as ____________________ in restaurants and automatic door-openers that provide ______________________ to commercial properties. e. Relationships Orientation A relationships orientation to marketing means that the business _______________ its consumers throughout their lives, adapting products to suit their needs and working to keep them ________________________. Example: Financial institutions recognize that if they can attract a customer to their bank early in life then the customer is more likely _________________ the bank throughout their adult lives. The bank can then sell the customer ______________________ as the customer matures. TASK: Do Activity 2 on page 161 answers a) societal marketing orientation –social benefit promoted b) production marketing orientation – concern is growth of production, increase size of business, output orientation c) consumer marketing orientation – business seeks knowledge of consumer needs and is willing to fulfill those needs d) relationship marketing orientation – after sales service provided e) selling marketing orientation – business objective is to increase sales of coffee, could be relationship orientation if customer has to become a member of a club f) production marketing orientation – consumer preferences not considered