MT219 Unit 3 Discussion
Does Zappos employ a societal marketing orientation, or is it just a company that has a large amount of corporate giving?
Small’s focus on local, sustainable culture, as well as his civil rights focus suggests that he has a societal marketing orientation, which is the idea that an organization exists to not only satisfy customer wants and to meet organizational goals, but also to preserve or enhance individual’s and society’s long-term best interests.
Production orientation occurs when the internal capabilities of the firm drive business decisions; sales orientation occurs when the aggressive sales techniques drive business decisions; market orientation occurs when customer needs and wants, but no individual’s and society’s long-term interests drive business decisions.
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