Foundation of Marketing

Foundation of
marketing

Table of Contents
ESSAY BODY.................................................................................................................................1
Determine characteristics of business orientation with example...........................................1
PESTLE analysis of Morrisons..............................................................................................2
Explain how social media and technology influence decision process for buying................3
Explain marketing mix ..........................................................................................................4
Explain the term planet, people and profit in context to modern marketing..........................5
REFERENCES ...............................................................................................................................7

ESSAY BODY
Determine characteristics of business orientation with example
In every organisation, managers and leader have to take decision in their routine activities
in order to achieve business objectives successfully. As they have to develop various strategies
and if they do not plan in proper manner then there will confusion among leader what to do
which lead to take lot of time (Berman and Thelen, 2018). Business orientation is orientation
where they focus on using approaches which help them to effectively achieve success of
business. There are four types of business orientation which are mentioned below: Production Orientation: According to production orientation, organisation generally
focus on manufacturing as it means they produce products at low price in order to gain
competitive advantage. The leader should use cheaper raw material as they can buy in
large quantity from different supplier. The example of production oriented is Rio Tinto
as they focus on mining and produce iron, diamond and many other and use cheaper raw
material. Product Orientation: It is related to innovation as organisation innovate new or modify
existing product in market as manager only focus on satisfying customer need such as
they are receiving benefits from product. If organisation improve their product according
to changes in market then they can remain in market for long time (Bernstein, 2017)
Dyson is the best example of product oriented as they innovate new products related to
household items which take regular feedback from customer and also find needs of new
customer so they can retain new as well as existing customers in market. Marketing Orientation: This is the main element of organisation because they advertise
or conduct campaign to attract customer so they purchase their goods and services. The
best example of marketing orientation is Tesco as they market in order to promote their
goods and services as they do marketing thorough social media, campaigns or
advertisement to attract customer and tell them they are providing high quality goods in
market.
 Sales Orientation: The last is sales orientation where they interact with customer to
identify need and demand of customer in market. This help organisation to create a
consumer base and build customer loyalty. The sales orientation is beneficial for those
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