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Discuss, with reference to current authors, what is meant by a marketing orientation and/or a marketing oriented company. Illustrate your answer with examples of products or brands of your choice.

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Introduction

Discuss, with reference to current authors, what is meant by a "marketing orientation" and/or a "marketing oriented company." Illustrate your answer with examples of products or brands of your choice. PRINCIPLES OF MARKETING The marketing orientation is perhaps the most common orientation used in marketing. It involves a firm essentially basing its marketing plans around the marketing concept and thus supplying products to suit new customer's needs and changing customer trends. Business who recognise this "see the customer as the central driving force behind its activities, recognising that business only survive if they meet customers needs" Page 2 Liz Hill & Terry O'Sullivan Foundation Marketing 3rd edition Marketing is a management process which identifies, anticipates and satisfies customer requirements profitably and efficiently. There are many different aspects that combined, create the marketing orientation: The marketing mix is one of these and is made up of four vital aspects, Place, Price, Product and Promotion. "The key marketing activity is the management of the company's marketing mix" (D.Jobber And John Fahay, Foundation of marketing 658.8 JOB, Page 9) and so when marketing a product or service any business must try and link between the four to reach their desired target market. Depending on the product or service in question a company's marketing strategy will be different and they will consequently strive to achieve. The Four P's Product - This is the final product or service that a business sells to its customers. The product will vary depending on the target market i.e. ...read more.

Middle

Thorough market research must be carried out into which tv programmes the people in these categories watch. For example there would be no point advertising stair lifts to elderly and disabled people in-between children's t-v programmes in the afternoon as elderly people will most likely be watching other channels or busy at this time. Like I said, research must be carried out to ensure money is not wasted and the promotional method works successfully. As we can see by the table on the left (taken from http://www.netmba.com/marketing/mix/ 20/10/2009) when marketing products or services a business must look to create a successful mix of the right product which is sold at the right place, in the right place using the most appropriate methods of promotion. They must look to interlink the four variables to reach their perfect target market. Take BMW for example. They deal in manufacturing high quality luxury cars and target their products at the higher end of the market. BMW have identified their target market as high income earners and businesses that are looking for a classy and well rounded performing car. Over the years BMW have developed their cars and have made them more attractive to the market by incorporating new and advanced technology, whilst offering luxury and the promise of a long lasting high performance vehicle. The product itself has been designed to aim at higher earning people and by doing this they automatically create a high class image as it is seen as more a luxury product and are not as common as cheaper more affordable and simple cars. ...read more.

Conclusion

http://www.aboutmcdonalds.com/mcd/students/amazing_stories/unwrapping_mcdonalds_newest_story.html (24/10/2009) What Mcdonalds did was analyse the market and the current changing conditions and found that social trends were changing, people's attitude towards eating had changed and people were wanting to eat healthier, and their current style needed to be changed. Not only did they campaign to attract customers through healthy eating, but they changed their imagine too, making their restaurants more appealing, and attractive, getting rid of the clowns and childrens drawings and making way for a more contemporary and 21st century outlook. As we can see http://news.bbc.co.uk/1/hi/business/8321000.stm, (24/10/2009) the recent transformation has led to an increase in profits and is working for the business. Without using the SLEPT analysis McDonalds could have never developed its stores the way it has and created the new look it needed. Further ways in which McDonalds could perhaps expand on their success would be to perhaps include laptop docking stations. Many people in the UK, both workers and students own their own laptop and so doing this would offer them the chance to sit and work whilst eating, so it is offering them an attractive service for free as a kind of bonus for eating at their stores. Overall, i believe a marketing oriented company is a company that will take into consideration all marketing principles and combine them to work together. A business should try and see the product or service through the customer's eyes and try and try to put its customers first. Without a well though out market orientation and market structure then a business will not be satisfying the market and its customers and will ultimately be losing out on profit. ?? ?? ?? ?? ...read more.

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