Foundations of Marketing

FOUNDATIONS OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
1. Use examples to show how a selling orientation is different to a marketing orientation...1
2. Describe what is meant by the “macro” and the “micro” external environment................2
3. What do marketers mean by a “buying decision process?” Describe all FIVE stages of this
process....................................................................................................................................3
4. Choose any industry, brand or business sector and describe the relationship between
segmentation, targeting and positioning.................................................................................5
5. “Fail to plan and plan to fail” is a phrase often associated with marketing planning.
Highlight the key benefits of having a formal marketing planning process...........................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is basically associated with finding about, identifying and meeting the needs
of individuals and target customers in a best possible and most efficient way. Thus, Marketing
includes all those activities that are necessary for creating, targeting, communicating, delivering,
and exchanging products or services that have value for customers and other associated business
parties (Jones & Tadajewski, 2017). Thus, main focus of marketing is on selecting a profitable
target market and fulfilling their needs in order to enhance productivity and viability of an
organisation. This assignment includes difference between selling orientation and marketing
orientation along with description about micro and macro external environment. Beside this,
information about buying decision process together with relationship between segmentation,
targeting and positioning is also included in this report. At last description about the key benefits
of having a formal marketing planning process is included in this assignment.
Main Body
1. Use examples to show how a selling orientation is different to a marketing orientation.
The selling orientations and marketing orientations are two vital concept out of which
selling orientations is based solely on making the best products and services and selling them
with aggressive sales tactics where as marketing orientation is entirely associated with satisfying
wants and needs of customers (Miles, 2018). The selling orientation is different to a marketing
orientations as market-oriented business looks outward where as sales oriented business are
mainly inclined inwards. The difference between selling orientations and marketing orientations
can be drawn on the basis of example that sales-oriented business are mainly online Internet
marketing companies that makes attempt to sell consumers different products with cantered on
selling efficiency rather than customer needs and wants where as marketing orientations
companies develops a product strategy that caters to the wants and needs of its clientele. Thus,
this example showed that selling orientation is different from marketing orientation as selling
orientations are having inward focus that aim at fulfilling organisations needs and aim at selling
products and services to everybody where as marketing orientations are mainly outward in nature
and aim at fulfilling wants and preferences of customers and satisfy needs of a target or specific
audience through delivering mote superior quality product to enhance customer satisfaction.
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