Fill in the words from the drop$-$down list that best complete the following passages.

After marketers select a

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$,$ they direct their company$$s activities toward marketing strategies built around four variables, often referred to as the

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$.$

The variable of

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may involve decisions about customer service, package design, brand names, and trademarks, patents, and warranties. The variable of

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may include decisions involving modes of transportation, warehousing, inventory control, order processing, and selection of marketing channels. The variable of

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is broadly defined as communications to a firm$$s buyers about their products.

Assessment question

Marketing has been viewed and practiced differently over the decades. At least five different eras or orientations in marketing$$s history have been identified. Fill in the words from the drop$-$down menu that best complete the following passages.

Companies who follow a

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emphasize the efficient manufacturing of quality products and then look for people to purchase them. This orientation reached its peak in the

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when product shortages and intense consumer demand ruled the day. Somewhat similarly, companies who follow a

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emphasize the belief that creative advertising and personal selling will persuade customers to buy. Both of these orientations were largely replaced by the

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$,$ which favors a focus on satisfying the needs and wants of consumers. This orientation is associated with belief in the

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$,$ a companywide customer orientation, which maintains that all facets of an organization must contribute first to assessing and then satisfying customer needs and wants. Today many companies take this customer orientation further, focusing on building long$-$term. value$-$added associations and connections over time with customers and suppliers. This describes the

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of marketing.