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Essay / Research Paper Abstract
This 17 page paper is written in two parts. The first part looks at the concept of a marketing orientation which may be adopted by companies, and using the example of three organizations; BA, Starcomm and the nonprofit making British Council, the way in which a marketing orientation can be adopted is discussed, along with the benefits which may be gained and the barriers in its implementation. The second part of the paper considers the way in which communications of change in structure and practice of marketing, and looks at the way in which organizations have had to adapt and change. The bibliography cites 20 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEorientation.rtf
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Unformatted sample text from the term paper:
blue text in order to differentiate the text. Part 1 In any organization success will only be achieved if the
customers are satisfied, for the customers to be satisfied they need to know of the ability of the products and/or services, and where they can buy them, have a motivation
to make the purchase and then wish to repeat the process. This is an approach which is often associated with the commercial environment, but this is an issue that is
also important for non profit making organizations, where to achieve the goals there needs to be effective communications and then the promotions of the services to the target market.
For both profit making, and non profit making organizations a key element of these requirements is the way that marketing takes place, with
the ability to communicate and stimulate demand, the marketing aspects extend beyond the idea of communication, but also to the marketing mix which incorporates the product itself, the placement and
the price as well as the promotion (Kotler and Keller., 2008; Hooley et al, 2004). It is possible that the way marketing is approached may be undertaken with a marketing
originated approached; this has the potential to add value in the way that the products and/or services may appeal to the consumers, but there are also barriers which exist. In
order to consider this the way that two very different commercial organizations; Starcomms Plc and BA Plc undertake, or could undertake marketing originated approaches may be assessed and compared with
a non porfict making organization, such as the British Council. To examine this the way marketing can take place and the issues concerning marketing orientation approaches needs to be assessed
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