MKTG101 Lecture Notes - Lecture 1: History Of Marketing, Marketing, Customer Relationship Management
4 Aug 2018
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Document Summary
A customer orientation, backed up by integrated marketing activities aimed at generating customer satisfaction as the key to satisfying organisational goals. Over the past 100 years marketing has evolved through the following stages: A production orientation holds that the major task of an organisation is to pursue e ciency in production and distribution. A sales orientation holds that the main task of the organisation is to stimulate the interests of potential clients in the organisation"s existing o erings. A marketing orientation holds that the main task of the organisation is to determine the needs and wants of target markets and to satisfy them through the design, communication, pricing and delivery of appropriate and competitively viable o erings. Individuals, organisations and other groups that have a rightful interest in the activities of a business, including: Wealth is shared among members of society with creation of jobs, reasonable working conditions. Business must attract and retain customers by o ering products of value.
