The document discusses the evolution of business marketing orientations from production-focused to relationship-focused. It outlines five orientations: production, sales, consumer, societal, and relationship. The relationship orientation emphasizes establishing customer loyalty through ongoing communication and services to build a sense that consumers have entered a relationship with the brand. Social media has helped revolutionize relationship-focused marketing by facilitating continued interaction between businesses and consumers.

2. Which site would you buy from?

3. Video Impact of social media on brands.

4. How is this website using social media?

5. The way businesses market has changed: Production Oriented Sales Oriented Consumer Oriented Societal Oriented Relationship Oriented

6. Production orientation Grew out of assembly lines Large companies produced products Consumers could only buy what was produced not what they wanted There was only one colour Ford produced

7. Selling orientation Mid 1920s to mid 1950s Businesses were now able to produce large numbers of goods They now had to sell all of these products Door-to-door selling Face-to-face selling Used to persuade consumers to buy Needs and wants still not considered

8. Consumer orientation 1960s Businesses focused on consumer demand and satisfying the need for high quality products/services as well as providing before and after sale customer service. The customer is always right Businesses researched needs of consumers

9. Societal orientation Needs of consumer are considered along with overall benefits to society and environmental needs Toys - safety requirements and standards Food production – health guidelines

10. Relationships orientation Establishing customer loyalty Marketing does not end at point of sale Establishes that consumer has made a good choice Provision of further product information Follow-up services and advice Consumer feels they have entered into a ‘relationship’ with the brand

11. Video Social media revolution 2011