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Essay / Research Paper Abstract
This 4 page paper looks at 3 different approaches to marketing; a customer orientated approach, a goal orientated approach and a systems approach, outlines each approach and discusses the way they may be useful to a small business. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsmmktap.rtf
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Unformatted sample text from the term paper:
the firm and have reasons why they should favour the goods or services of a company over those of competitors. Marketing has the ability to provide knowledge and communicate with
the target market, to inform them as a product is available and give them reasons to purchase it. For this reason it is not only in activities is important to
large organizations, but also to small firms, the difference being that of scope and scale rather than concepts. There are different approaches that may be adopted in the way marketing
takes place; the customer orientated approach, goal orientated approach with the use of systems theory. It is possible to consider the way in which the firm may choose to use
these different approaches by looking at the facts there will need to identify and the way that they may be applied. In a customer orientated approach the focus of the
marketing strategy is the customer and then needs. OShaughnessy (1995) argues that within this approach the way in which goods are produced, the choice of which goods are produced, and
the way there are distributed are all reflections of the customer preferences. Kotler and Keller (2008) note that a customer orientated strategy is one that seeks not only to provide
for customer needs, but to exceed those expectations so the customer wishes to repeat the purchase of experience. Customer orientated approaches incorporate providing a high level of service, companies being
able to get to know the customers, and the use of approaches such as customer relationship management (Hooley et al., 2007). Kotler
and Keller (2008), argue that this is a good approach in highly competitive industries, where there is at least a degree of service element, for example retail, banking as well
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