The marketing concept and market orientation

Marketing | 7 pages | 12-01-2006 | Format : | Note : Non noté

PRIX : 3.60€ |

Résumé

Paper on the importance of marketing and its orientation in a company's strategy.

Executive summary:

So the real question, assuming that marketing does matter would be, according to me: how does it matter, taking into account today's changes in the western economies?

And to answer that question, I will first try to redefine, what is, to my mind, the ultimate goal of marketing. To achieve this work, I will rely upon Theodore Levitt's article Marketing Myopia, from the Harvard Business Review.

Then in a second part, I will try to apply those theories to some events in the business and marketing environment that has taken place a few weeks ago. This to show how marketing concepts are relevant for global companies today, how misusing them can lead to failures, and using them properly can lead to successes. I will use one main example to illustrate my thoughts: the new strategy of Pepsico and the way it now deals with its various brands, recently emphasized by the rumour that Pepsico would take over the French company Danone. This example will help to show how using properly marketing concepts can make the difference in a [...]

Outline:

1. What's the marketing concept and why does it matter?
2. How can we apply that theory in today's business environment?

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