Foundations of Marketing

Foundations of
Marketing

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
1. Provide comparison between selling and marketing orientation....................................................3
2. Explain micro and macro external environment............................................................................4
3. What is buying decision process and explain five stages in brief..................................................4
4. Select any industry, brand or business sector and describe the relationship between segmentation,
targeting and positioning...................................................................................................................5
CONCLUSION.....................................................................................................................................7
REFERENCES......................................................................................................................................8
Books & Journal................................................................................................................................8

INTRODUCTION
Marketing is important for every business so that functions and operations are carried
out in proper way. In this competitive world, it is crucial in business sector to use marketing
and concepts so that goals and objectives are achieved properly. Foundation of marketing
includes many functions ad theories which are used by entities fir further process. This report
includes difference between selling and marketing orientation, macro and micro external
environment, buying decision process, STP and reason for organisations becoming
sustainable.
MAIN BODY
1. Provide comparison between selling and marketing orientation
Selling orientation- It is defined as approach of selling products with motive of
earning profit in without understanding the actual need of customers. Advertising and
promotion forces customers to take part in sales funnel. In this process, it only pushes product
to be purchased by end users through sales force (Jones, 2017).
Marketing orientation- It is method in which main focus is on customer needs and
demands accordingly the process is being carried out properly. Salesman first understands the
user’s preference than sell the product. Through this, it is easy to maintain a positive
customer’s relationship which also increases goodwill of firm.
BASIS SELLING ORIENTATION MARKETING
ORIENTATION
Meaning
It refers to selling of products
to customers to earn profit
(Kotler, 2017).
It is defined as understanding
the needs of customers and
then selling the product
accordable.
Focus
In this, main focus on sales
of product in either positive
or negative way.
Main focus is on customers
demand and needs.
Effectiveness
It is less effective as
compared to marketing
orientation. Because only
professionalism is
maintained through this.
It is more effective because
CRM is balanced as well as
managed in proper manner.
Nature
It is aggressive in nature and
push & forces users to buy
the product.
In this, it is flexible and
understandable in nature
which also results in positive
thinking of both parties.