• CONCEPT CHECK
    1. Like Pillsbury and General Electric, many firms have gone through four distinct orientations for their business: starting with the ___________ era and ending with today’s ________________ era.
    Answer:
    • production
    • market orientation
    2. What are the two key characteristics of the marketing concept?
    Answer:
    • An organization should
      1. strive to satisfy the needs of consumers
      2. while also trying to achieve the organization’s goals.
    3. In this book, the term product refers to what three things?
    Answer:
    • Goods (physical products),
    • services,
    • and ideas.