What is one of the primary goals of the marketing program?

Recognizing customer needs and expectations is a primary goal of the marketing program because it fundamentally guides how services are developed and delivered. Understanding what customers want allows organizations to tailor their offerings, ensuring they meet the specific demands of their target audience. This customer-centric approach fosters satisfaction, loyalty, and long-term relationships, ultimately contributing to the overall success of a service organization. By focusing on customer needs, the marketing program can adapt to changes in the market and leverage opportunities effectively.

The other options, while related to the broader marketing objectives, do not capture the essence of customer-oriented focus as well as the correct answer does. For instance, increasing profits from services is often a result of effectively meeting customer needs, but it is not a goal in itself. Boosting internal sales or promoting only new services can limit the overall effectiveness of a marketing strategy by not addressing existing customer preferences or the value of established products and services. Thus, recognizing and understanding customer expectations stands out as the core objective of a successful marketing program.