Marketing Concepts and Buying Decisions of Polo Ralph Lauren Women Consumers

Marketing Principles &
Practice

INTRODUCTION
Marketing concepts used by business organization results in influencing
demands of consumers and benefit business organization to increase its
markets and create brand image. Ralph Lauren is global corporation deals in
marketing and distributing lifestyle products. Polo Ralph Lauren provides
array of products including shoes, furs, hats, eye ware, leather goods, house
wares, jewelry, accessories. Polo Ralph Lauren adopts societal marketing
concepts and make its products in a way that considers needs and wants of
consumers, company's objectives and also provide long-term interest to
society. In this study report, various concepts of marketing are explained and
its influences on buying decisions of consumers.

The power point presentation will
include the following
 A) Various marketing concepts
 B) Explaining the way Polo Ralph Lauren women consumers make
their buying decisions when purchasing Polo products

a. Various marketing concepts
 Ralph Lauren offers wide range of products and services including apparel, home
furnishing, accessories and various other licensed products. Marketing concepts helps
business organization to develop its strategies of marketing. Various concepts of
marketing are marketing management orientation, marketing orientation and societal
marketing orientation, which are explained as follows:
 Marketing Management Orientation
 Marketing Orientation
 Societal Marketing Orientation