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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.

A-Level: Business Studies

Title:  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.
Description  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.
Word Count:  1900


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A marketing orientated company is a business who focuses on the customer and the wants and needs that they appear to have. They try to identify solutions to meet customers’ satisfactions and to achieve this, the business gathers research about the customer using various methods, including both primary and secondary research.

Many people confuse marketing with advertising (Needham and Dransfield, 1994) but there are different aspects to marketing that businesses need to focus on to achieve a long-lasting future. The way that a customer thinks and acts changes all the time and businesses always need to be aware of what the customers’ current needs and wants are and this is where marketing can come in useful.

Marketing is not just about advertising but also about the product, price and the place. Along with promotion these are what make up the Marketing mix which is used to make sure that customer needs are met. Also, Product, Production, Selling and Marketing are known as the four main business orientations that a business can take.

The Marketing Mix is important as a company needs to make sure that they have a product that will interest potential consumers, that they charge the right price, have a location that will enhance the product and the right promotional methods that will make sure that the existence and survival of the product lasts which will drive the sales record up.
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