Answers the question: Why are businesses advised nowadays to have a marketing orientation? (Cases relating to NVidia and the WAP consortium.)

1.Introduction

The following document is a response to the coursework assigned in MK207A: Marketing Essentials. It outlines and describes what opposite orientations ( merchandise management philosophies) companies can go through and why successful companies end up sticking to the marketing orientation.

1.1.Structure

This document will first describe what an orientation is and what study orientations exist. It will then examine the process that companies go through as they dumbfound to different orientations in their lifespan. Lastly the different orientations will be compared and it will be concluded why companies choose to follow a marketing orientation.

2.What is an orientation

Companies, whether large or small, exists because of the aim or demand that they fulfill. They build products or bequeath services to make a pro buy the farm and provide their customers with what they need in return(1). The difference between a connection providing a product or service and a single individual providing the same, is that a companys core purpose of the exchange just expound is to generate a surplus whereas a single soul might partake in an exchange because of many vary reasons(2).

Because companies mission is invariable, and because many other companies exist that can or will provide the same service, companies need to continually change the value that both they and their customers receive from an exchange.



To do so, companies(3) continually decree how they do their business with their customers. They think about how and why they merchandise their products. A portion of these thoughts are classified as a marketing management philosophy or an orientation. As such, a marketing management philosophy is not something most companies adhere to; it is a way for us to describe how a company achieves desired exchanges with target markets(4), a mold that we use to fit live cases into laboratory cages.

3.Categories of orientations...

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