Marketing management orientation * Marketing management wants to design strategies that will build profitable relationships with target consumers. * There are 5 alternative concepts under which organizations design and carry out their marketing strategies: Production, product, selling, marketing, and societal marketing concept.

Five alternative concepts * 1. Production concept – The idea that the consumer will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency. * 2. Product Concept- the idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvement. * 3. Selling Concept – The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. * 4. Marketing Concept- A philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
A customer-centered “sense and respond” philosophy. The job is not to find the right customers for your product but to find the right products for you customers. * 5. Societal marketing concept- the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumer’s long run interest, and society’s long-run interests.
It holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well being.

Customer relationship management * The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.