The advantage of a market-oriented organization is to tailor the organization even though:

Question 1 Two advantages of marketing orientation are; 1. Competitive advantages 2. Long Term Profitability advantages Question 2 Two disadvantages of marketing orientation are; 1. Underestimating the market 2. Underestimating the customers Question 3

Digicel is a worldwide known brand, and it is known to most of the people in Jamaica, benefits and cost of Digicel are, most of digicel customers demands good quality service and good customer care, if not their customers gets angry and complain about the service, which the company does not want because it will cost bad promotions. Digicel will loose some customers because their products and services isn't much different from their competition hence some customers don't see the need to buy from digicel.

1. Explain two advantages of marketing orientation. According to what I have learnt in class, two advantages of marketing orientation are customer retention and customer profitability. The purpose for customer retention is to maintain the amount of customers or in other words doing different activities. This is to try and keep as much customers as possible for a long period of time, by reducing the number of customer defects, giving the customers what they really want. Example: A specific company made a new brand of dish washing soap but customers keep complaining that they love the soap but the amount of money that they are paying for a bottle of that soap is not worth it and it is too expensive. Now this company will do something to satisfy their customer needs. They will either decrease the price of the soap or make a larger bottle with more soap in it for a reasonable price. Customer profitability is another advantage. This is the profit the company earned from dealing with the customer for a period of time. This enables the company to focus more on the most profitable segments instead of wasting most of their time on customers that’s a great loss towards the company. For the company to survive they have to acquire and retain profitable customers because it cost the company a lot more to gain new customers all the times. Example: A few regular customers came to your company to purchase different appliances and as a persuasive seller you told them all the good things about the items. They bought the items but when they went home they test it and it was nothing like you said. Now you will lose these customers and will have to pay to create new activities to attract new customers. It would cost the company less if they had tried their best to keep their profitable customers. 2. Explain two disadvantages of marketing orientation. Based on what I have learnt in class, two disadvantages of this are less product differentiation and lack of predictability. Product differentiation is making a product or service more attractive than your competitor’s to a particular target market. Less of this will allow your competitor to gain more customers and will allow their product to be on top of the market which will be more sales for them. You can even lose your customers to the other company which will allow your business to fail, because they went ahead and did something new and their features and benefits of their product end up being better than yours. Example: Android phones verses Blackberry phones. The androids have better features such as having more phone storage space and the availability of using front camera, but blackberry phones don’t, so after a while nobody wants to purchase a blackberry phone. Also lack of predictability is a disadvantage. According to the UX Magazine (Liao, 2011) “predictable experience is the effect it has on customer satisfaction. Generally, it enhances the perception customers have of the company, and affects sales growth positively.” Basically, lack of predictability will allow your business to have a decrease in customers and can even cause the company to be a failure. You have to pay attention to what your customers are saying to improve on your products and services to make sure you satisfy their needs. Companies are normally required to have strong technology infrastructures and good customer service to respond to customers. Example: You have a Facebook page for you company that advertise all the products and services that you offer. You will have a lot of persons commenting on the posts, so you will need someone to monitor that page or else customers will think you don’t care at all. You will need to visit that page regularly to see the different comments and question that persons ask and to make sure you reply to their comments. This will also help you to be aware of what customers like and dislike. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected company.

A&G Shoe Store is a company that does a lot of marketing orientation to try and satisfy their customer needs and wants. Some of their benefits of marketing orientation are competitive advantage, desired quality-service and customer care and also relationship marketing. This organization makes sure your customers are their top priority which is a competitive advantage. Also all their products and services are always of good qualities and customers are always comfortable with the customer service that they get. Finally this company has a very good relationship with their customers like sending them birthday cards and also give customers rewards for when they shop at A&G Shoe Store. All these advantages customers will love off course and continue to buy shoes at this store. This will help the company to always be on top of the market and also a better shoe store than all the others. The costs of their marketing orientation now are tha

Assessment criteria AC 1.2 Marketing in hospitality answers 1.Long term Profitability Consistently understanding and delivering what the market place wants leads to a long term profitability. Companies can turn one-time buyers into repeat customers with an ultimate goal of developing many loyal customer. Concentrated strategy Adopting the market concepts companies have all function aligned with strategic vision of meeting the needs of the customer. This helps define the role of employees more clearly. "2016 Hearst Newspaper, LLC " 2.The disadvantage : The risk of underestimating the customer. A global marketplace has increase competitiveness across all consumer brand. The internet has created a system whereby consumer can easily comparison shop,read review and access consumer reports at the click of the button. Dealing with corporate perception Understanding what the customer wants and need is not enough to qurantee a market share in today's economic environment. Building a marketing orientation concept around price and service ,put a company at a disadvantage. 3. The company I have selected is "Grace " The production orientation is when a business make products that are affordable and available, product orientation believes that the consumers are mainly interested in the product itself and will buy base on the product quality. On the other hand selling orientation is when an organization structure it business by focusing on the needs that are required for selling the product. While marketing covers all mention above,societal orientation is a business perspective by which operates in interest of the society as a whole.

Grace has the benefit of focusing and meeting the stated earlier needs or wants of a customer. Grace benefit from decision based on the customers needs and wants rather than what Grace think is best for the customers.Grace gives important attention in the demands of the customers,because of how Grace invest in it's customer they are gaining more sales than their competitiors.

the marketing idea started in the latter half of the 20th century organization with a marketing orientation made the need and wants and demand product and services value of a customer a primary diver of business decision. if all employees in the organization focus on providing what customer wants and need your business will do well as it relates to developing excellent quality service as well customer relationship wild receiving and earing profits over a period of time over time . disadvantages of marketing. conducting a marketing research such averaging promoting etc..... cost a lot of money and its very time consuming

sometimes you try to suite the customer needs by creating something that they the customer might ask for wish end up costing the company a lot of money and your competitor come out with something more nice all your customer will buy from your competitor causing you to loss money and even end up in bankrupt.

(1) Advantages (i). When companies have a good understanding pf what the market needs or wants, they have a better ability to market effectively to them. (ii)Consistently understanding and delivering what the marketplace wants lead to long-term profitability. 2. Disadvantages (i) When company(mostly small businesses) lack the resources or high segmentation between its department it is at a disadvantage when it comes to establishing market orientation. (ii) Companies that fail to understand the costumers' needs can be disadvantage especially because of the other competitive markets whereby the customers can easily compare airlines, read peer reviews and access consumer reports at the click of a button and this will cause companies that have established an approach to market orientation but fail to update it as a needed run the risk of alienating their customers. 3. Southwest Airline in the United States benefits from marketing orientation because of the airline business model leverages extremely efficient operations, deep focus on customers experience, low-cost pricing and logistic solutions, active forward thinking, and a motivated team of employees and associates. They also have a track record for being very forward thinking, boosted by a flexible business model that supports rapid change which has helped it gained market share and expand its service such as upgrading its fleet of airplanes, looking for lower-cost solution that also add more capacity, which will increase its revenue and profit potential.

1.The first advantage of marketing orientation is,More Focus Production. This is to make the customers needs a primary focus by finding out what are their needs and to provide those needs to their service . 2.The second advantage is, Concentrated strategy. This is when a business focuses on one product for a specific market.

3.Courts,one benefit of courts is that you can purchase appliances and pay in parts if you do not have the cash to pay in one you can pay in parts,they also do free delivery. They also do promotions to find out what customers have to say about the products and this costs time and money.

1.One of the advantages of Marketing Orientation is Production it is the Primary needs and wants of costumers it more focus on what product the costumers would likely gravitate, costumers would need to be satisfied thus increasing sales and the loyalty of the consumers, Another Factor of the Marketing Orientation Concentrating on strategy this is were companies would come together to discuss what products to focus on marketing, and getting consumers feed back about there products this allow the consumers to understand what the costumers want and there believes in there product and there company.

3.Island Grill is a Jamaican food franchise which make fast food product, the benefits of that selected company is varies, promotion of products, The company is promoting costumers to healthy lifestyle and activities the cost the Marketing Orientation of the company could be cost of goods, labor cost expenses repair and maintenance of merchandise.

Condor airline With a Lounge Pass, you can spend your time at the airport in a relaxed and exclusive atmosphere. also duty free shopping with savaging of up to 60% being marketing oriented is responsibility of the entire organisation and will lead to good business practise.

1. Marketing orientation is vital in marketing. This kind of concept creates a lot of advantages within companies. Marketing orientation is defined by a lecturer of the American Institute of Management Science as " The marketing management philosophy that holds the achieving organizational goals depends determining the needs and wants of a target markets and delivering the desires satisfaction more effectively and efficiently than competitors"( Kotler et al., 2008 cited by Quarrie ,N 2016). Here are two advantages of marketing orientation: •By focusing on customers wants and needs, companies will have a better ability to market effectively to their customers. This statement can be justify with further studies that stated that " It is assumed that if a firm concentrates on meeting the needs of different target customers based on their demand and supply, then overtime, you will have more customers buying the product. If more customers are buying the product then the company may be able to produce in bulk and thus sell at lower prices" (Quarrie,N 2016). •By meeting the customers’ requirements this will create a band between producers and consumers. Whitcomb and Hamil (2000, p.106) stated that "Marketeers often try to create loyalty for their products with customers. The hope is that customers will stay with their existing product because it has satisfied them for some time. Conversely, brand loyalty also makes it difficult for marketeer to woo consumers away from a product that they are satisfied with". 2. Even though using the marketing orientation strategy can be ideal for a company's marketing. It can also be at a disadvantage. This is so because, while focusing on customers’ requirements this kind of technique can be at risk trying to form a customer relationship based company because in the midst of everything, products can lost its appeal or competitive edge. In addition another disadvantage of using this concept is not having the right customer service team to carry out these task, so therefore the company lose in terms of customer satisfaction where there will be a decline in customer retention. 3.Digicel is a well-known organization, that is known for quality marketing orientation. Over the years Digicel has been at a competitive advantage because the company does what you call a hidden investigation by using questionnaires, surveys, interviews etc to find out the needs and wants of their target customers. The Marketing Principles lecturer stated that " When a business builds a relationship with customers by supplying them with the types of products that they demand based on the marketing orientation philosophy then customers will experience customer satisfaction"(Quarrie, N 2016). Which is one of the benefits of this company. The Digicel group uses promotions, gifts, discounts, product demonstrations etc., to keep their customers involved in the growth of the business.in other words while the company grows the customers grows along with them. Digicel carries out these procedures by, illustrating to customers in an informative and persuasive manner about the goods and services available based on the customers demand, creating a customer relationship whether or not the customer wish to purchase. After meeting the customers’ requirements by providing them with quality service and customer care this is now resulted to customer retention (the activity a company undertakes to prevent customers from detecting to alternative companies) that leads to customer profitability (the profit a firm makes for serving a customer or customer group over a specified period of time, specifically the revenues earn from and the costs associated with customer relationship in a specified period). However, Digicel must spend to meet the customers’ requirements, by making an investment in the right products or service as customer requires more variety and better quality, so therefore, Digicel will of to invest constantly in marketing and focus more on the customers and market needs otherwise they will lose sales to their competitors. Further studies stated that “Spending more time on customer interaction and research can detract from fine-tuning your product features. Having a product differentiation strategy is more difficult with marketing orientation your competitors may be able to develop more distinct features and more cutting edge advances in their products. The hope for marketing-oriented businesses in that these more-advanced products miss the mark on what customers want or cost too much (Your business.azcentral.com cited by Quarrie,N) Reference UK Essays. November 2013. Benefits And Costs Of Marketing Oriented Approach Marketing Essay. [online]. Available from: https://www.ukessays.com/essays/marketing/benefits-and-costs-of-marketing-oriented-approach-marketing-essay.php?cref=1 [Accessed 14 September 2016].

Whitcomb,A and Hamil,S (2000),Marke

1. A major cultural advantage of adopting the marketing orientation in your business is that you can get employees at all levels involved in one strategic mission of customer satisfaction. (Kokemuller, 2016) B. The organization is better able to gather information about customers and competitors, more able to analyze the information that is collected, and thus more able use the knowledge gained to guide current and future strategies. (Rathmann, 2011) 2. Preference Share-higher priority claim to the assets of a corporation in case of insolvency and receive a fixed dividend distribution. Often used by venture capitalists for startup companies. Ordinary Share lower priority for company assets and only receive dividends at the discretion of the corporation’s management. . Generally entitled to one vote per share. (Investopedia, 2015) 3. It is required for investment in assets like land, building, plant, house, and machinery, fixtures and fittings, patent rights and other fixed assets, and also for financing extension or expansion of business. Long-term finance is raised for a period of more than 10 years. Long term financing is riskier and is for a longer time period, the interest charged on longer term financing will be higher. (Difference Between, 2012) It is required for meeting short-term needs. It is raised for a period 12 months or less than that. (Anon, 2016) Short term financing usually refers to financing that spans a period of less than a year to one year. However, such financing can also go up to around 3 years depending on the types of loan/debt being considered. (Difference Between, 2012) 4. Disadvantage- Use of retained earnings avoids the possibility of change/dilution of the control of existing shareholders that results from issue of new issues. Use of retained earnings does not require compliance of any legal formalities. It just requires a resolution to be passed in the annual general meeting of the company. Advantage- The use of retained earnings does not involve any acquisition cost. The company has no obligation to pay anything in respect of retained earnings. Shareholders may get stable dividend even if the company does not earn enough profit. Retained earnings strengthen the financial position of a company and appreciate the capital which ultimately increases the market value of shares. (YourArticleLibrary.com: The Next Generation Library, 2014) References 1. Kokemuller, N. (2016). What Are the Advantages & Disadvantages of Marketing Orientation?. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-disadvantages-marketing-orientation-22985.html [Accessed 14 Sep. 2016]. 2.Rathmann, P. (2011). Benefits of Being the Market-Oriented Enterprise. [online] Waukesha, WI Patch. Available at: http://patch.com/wisconsin/waukesha/bp--benefits-of-being-the-market-oriented-enterprise [Accessed 14 Sep. 2016]. 3. Investopedia. (2015). What is the difference between preference and ordinary shares?. [online] Available at: http://www.investopedia.com/ask/answers/043015/what-difference-between-preference-and-ordinary-shares.asp [Accessed 14 Sep. 2016]. 4. Anon, (2016). [online] Available at: https://www.quora.com/What-are-the-differences-between-long-term-short-term-medium-term-and-payday-loan [Accessed 14 Sep. 2016]. 5. Difference Between. (2012). Difference Between Long-term and Short-term Financing. [online] Available at: http://www.differencebetween.com/difference-between-long-term-and-vs-short-term-financing/ [Accessed 14 Sep. 2016]. 6. YourArticleLibrary.com: The Next Generation Library. (2014). Retained Earnings: Meaning, Features, Advantages and Disadvantages. [online] Available at: http://www.yourarticlelibrary.com/financial-management/retained-earnings-meaning-features-advantages-and-disadvantages/43835/ [Accessed 14 Sep. 2016].

LEARNING OUTCOME ONE: Understand the Concept and Process Of Marketing 9/12/2016 Name: Tia Jones Two (2) advantages of marketing orientation are to focusing on the needs and wants of a customer and competitive advantage. In marketing orientation the company focus on their customer’s desire. This emphasis they portray helps them get customers continually. When organizations adapt this principle they become more open to the public having a relationship with their customers. Competitive advantage is about the company to producing goods or services at a lower cost to attract new or even long-term customers. When being competitive they draw the attention saying that they are the best and that they’re selling products at a low cost. Two (2) disadvantages are less product differentiation and lack of predictability. Companies must not pay too much attention on customer’s feedback it can reduce the quality on their product. They also need to focus on the differentiation of the product itself to what other companies have, and try making it more attractive to the public. Lack of predictability would be a disadvantage because no one can tell about the future, if the company will last forever. So that’s why organizations must keep on focusing on the improvement of products or services.

AC 1.2 1. Explain two advantages of Marketing Orientation? Marketing Orientation positive effect on business performance in both the short and long run. The business gained competitive advantages over its competitors. More sales and profit- customer purchasing product resulting in the company producing in large quantity hence the company produce goods and service in bulk. 2. Explain two (2) disadvantages of marketing Orientation? "Narrow market focus- less competition for viable customer purchasing the product (smallbusiness.chron.com/disadvantsge- marketing-orientation)." According to (smallbusiness.chron.com) i concur that the market focus is narrowed when focus is placed on a target group. Resources are spend in product research and development and they lose sight of what customer need or want. 3. Select a company and then evaluate the benefits and cost of marketing Orientation for that selected country. Digicel Jamaica has been leading the social media, creating a fun and inviting online community to engaged with customer. Talking to customer and answering customer queries in real time to give customer the chance to win extraordinary prizes such as phones, Cars and Cash.

The satisfaction and retention of customer and it attraction new potential custome

1. When a organization uses marketing orientation they focuses mostly on customers needs and wants in all aspects of its operation. Two advantages of marketing orientation are: .BETTER MARKETING PROGRAMS :through the marketing orientation concept the organization is better able to gather feedback from customers about what they want and expect of the product or service and get information about what the competition is doing and modify products and services to clients needs. . INCREASE CLIENT RETENTION: now that the clients have the attention of the organization they feel more involved they feel like a part of the family, they are now getting faster and better responses to there queries it comes more and more difficult for competition to get there attention. 2. two disadvantages of marketing orientation is: . CONSTANT CHANGE :" Market orientation often requires businesses to quickly change direction to keep up with the changing demands of their customer"(Smallbusiness.chron.com, 2016). An organization may have spent a lot of time and money developing a new product or service and then the customer find out about something else that seems better and now your product is there not selling hence lost of market share lost of profit. . COST: marketing orientation comes with a very high cost especially if your company don't have there own set of marketing team an you have to go and source a outside team to do your research. if a company continue to do constant product modification this will need constant investment. 3. The GraceKenned Group is one that practice Marketing orientation. Grace kitchens and consumer center is a integral part of the marketing organization, and does many community programs including the school feeding breakfast program for needy children. the TV program creative cooking which also help with the marketing of products this help the consumers to be aware of the product and there versatility. they also carry out a lot of promotion within there customers business place such as product sampling price off and giveaways promotion.'' Good asset management, cash flow management, management innovation, continuous new products & process improvement, also management of input cost such as raw materials, also cost effect management of the supply chain'' (Gracekennedy.com, 2016). This helps with the cost and profitability of the group. reference

1)Two disadvantages of marketing orientation are: -CUSTOMER RETENTION refers to the activities and actions companies and organizations take to reduce the number of customer defections. The goal of customer retention programs is to help companies retain as many customers as possible, often through customer loyalty and brand loyalty initiatives. It is important to remember that customer retention begins with the first contact a customer has with a company and continues throughout the entire lifetime of the relationship. -CUSTOMER PROFITABILITY is defined as the profit earned by the organization by serving the customers of the organization over a specific period of time. It is also defined as the difference between the revenues earned and cost associated. Calculating customer profitability is an important component for the organization to understand what customer relationships are better for the organization and what should be done to further this relationship. It will also help the company to know the unprofitable relationships and how to turn them profitable or abandon them. 2)Two disadvantages of marketing orientation are: - LESS PRODUCT DIFFERENTIATION is when the company or institution focuses more or used up more time on interacting with the consumer and carrying out research which leads to less time being spent or attention given to upgrading the product. This gives the chance to competitors to have an edge above them in the products. -LACK OF PROFITABILITY is when the company is unable to plan ahead on the needs, wants or demands of the customers which makes it harder to adjust the product to satisfy the customers. Companies who are market oriented should have a God system of communication and network of production so that they can respond to the customers needs, wants or demands most efficiently. 3) Both telecommunications companies in Jamaica have created long term bonds or relationships with their customers through communication and providing to their needs and wants. So both have benefited from customer retention. When it comes to interaction with customers and carrying out research FLOW spends more time doing this which therefore leads to less time spent on product upgrades giving DIGICEL the edge above them in New product developments.

1)two advantage of marketing orientation is when companies have a good understanding of the market needs are wants they have a better ability to market effectively to them. and familiarity with the market allows markets to build emotionally impacting into ads and generates more business 2 ) two disadvantages of marketing orientation is when not allowing the customers to feel appreciated and welcomed while they don't have good customer service to there customers .

3)I choose digicel WHY? Because digicel has work with thousands of people and with that they try to show there appreciation to there customers by donating to chartety, children scholarship ,back to school accessories ,insurance benefits and other vacation wise. They also have there advantage and disadvantages in the marketing department they try to make there customers feel welcome and satisfied while on the otherhand they try to create new plans with is beneficial to themselves and while not looking on the fact that they are disatisfying the customers

1. Two advantages of marketing orientation are customer profitability, this the customers gain from the company profits. Another advantage is relationship marketing, this mean the company can trade with other companies. 2. Two disadvantages of marketing orientation are less production differentiation, this mean spending more time on the customer interaction can detract a company from their product feature. Another disadvantage is lack of predictability, this means because of an marketing orientation advance planning and development on product will get difficult.

3. The company I will choose is Digicel, why i've selected digicel is because if they didn't ave a strong marketing orientation. the company would fail. Why because the customers always have demands and they always tries to meet their needs. Another reason is the competition that they face. So my evaluation is digicel is that the company meet the customer profitability and still manage to control less production differentiation.

. Explain two advantages of marketing orientation. When businesses build a strong relationship with their customers by supplying them with products they love the most based on the marketing orientation then customers will experience customer satisfaction another advantage of marketing orientation is relationship marketing this occurs when businesses focus on customer loyalty and long term customer engagement rather than shorter term goals like customer acquisition and individual sales. 2. Explain two disadvantages of marketing orientation. Disadvantages of marketing orientation Is less product differentiation this is when businesses spend more time on customer interaction and research can detract from fine tuning your product features. Having a product differentiation strategy is more difficult with a marketing orientation. Your competitors ay be able to develop more distinct features and more cutting-edge advances in their products. The hope for marketing-oriented businesses is that these more advanced products miss the mark on what customers want or is too expensive another disadvantage of marketing orientation is lack of predictability this occurs when a marketing orientation makes advanced planning on a product much more difficult. your business must respond to the perpetual changes in consumer desires in your solution. Marketing-oriented companies must have strong technology infrastructures and clearly defined communication channels to allow for efficient response times. Production processes must flex to new features customers want and marketing, and sales employees need to know what advantages to use in persuasive selling. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Glamorous Rental and Auto Traders focuses on their customers they know that customers prefer buying a Toyota Belta’s because they are more popular and cost effective so they make sure they always have this specific car for customers since they get more buyers for it. This company has many competitions especially since the car business is growing enormously in the Caribbean so the company has to make sure they are producing better quality cars than the other companies and making sure that their cars are inexpensive so that customers will buy and praying that the competitors vehicles are more expensive.

1.Explain two advantages of marketing orientation Marketing orientation focuses on delivering products according to customer desires, needs and requirements through production orientation (Boundless .com). Two said advantages of marketing orientation are customer satisfaction and desired quality-service and customer care. Customer satisfaction measures how a company meets a customer's expectation.(Beard, 2014). Customer satisfaction is deemed an advantage of marketing orientation because it increases customer lifetime value by increasing the returns on your marketing dollar in other words it brings in more revenue. Desired quality-service and customer care involves good customer service. This is an advantage in marketing orientation because it delivers the service that customers require and keeps customers coming back. 2.Explain two disadvantages of marketing orientation. Since marketing orientation mainly focuses on customers who are already purchasing good and services (King. 2016) it comes with disadvantages. A few disadvantages you may come across are missing out on potential customers and over advertising. In marketing orientation missing out on customers is a big disadvantage since you spend so much time focusing on old customers and their needs you do not make enough effort to market possibly interested customers (King. 2016) Another disadvantage is over advertising. This can occur when a company markets too much or too often about the same thing. Even though regular customers like to be kept up to date on new items and promotions do not overwhelm them (King. 2016) as this may be a big turn off, 3.Select a company and then evaluate the benefits and costs of marketing orientation for the selected. The company that I will be evaluating is Vanessa's Waffle House. Vanessa's Waffle House is a stylish and modern restaurant that offers a great combination of waffles and hot and cold beverages in a comfortable, clean and spacious environment. Its like a home away from home. Some benefits of running a waffle house are satisfying your customers needs by providing quality waffles at the same taste, texture and quality that customers require and are used to. This can cost the company because you get so comfortable selling only waffles instead of trying to expand by selling other breakfast ideas and this can result in customers getting bored and as a result losing customers. Here at Vanessa's Waffle House we spend time focusing on making the products that we already sell better which some of our customers will love but it also gives our competitors the edge over us because they try harder to come up with new ideas. Our waffles are made from quality ingredients which will push up production costs and thus we have to sell them at a price to make a profit so over time customers will find a more reasonable restaurant which sells the same product as us at a cheaper price. Based on research it is safe to say that marketing orientation has both god and bad effect on companies.

1) two advantages of marketing orientation are: Relationship marketing- this is when the customer feel as if they are apart of the company. Customer profitability- when the companies are sure about a certain number of customers. 3) A. selected company - Grace B. evaluate the benefits and costs of marketing orientation for that selected company. This company focuses on how to make the product better instead of changing it, they are always available In the best ways they can in terms of responding to their requests.

1. Two advantages of marketing orientation is quality customer service and relationship marketing. providing quality customer service will grow the business due to customers feeling welcomed and satisfied with the service being provided. The relationship marketing allows customers to feel appreciated that they are being thought of, for example sending out birthday messages shows a little appreciation and remembrance(Quarrie, 2016 citing Yourbusiness.azcentral.com, 2016). 2. Two disadvantages of marketing orientation are less product differentiation and lack of predictability. Less product differentiation often miss what customers want or it may cost too much because the focus on advancing the products. Lack of predictability is a disadvantage because it will be difficult for products to develop and business must be willing to make changes at anytime to facilitate demand of customers (Quarrie, 2016 citing Yourbusiness.azcentral.com, 2016). References

Quarrie, N. (2016). Understand the concept and process of marketing.

1.Explain two advantages of marketing orientation. One advantages of relationship marketing is that it let's the customers felt like they are apart of the company.Second advantage is that the company ends up with the most satisfied customers. 2.Explain two disadvantages of marketing orientation. Less production this is when the company Has a product problem and changed the product without trying to dealt with the product. Cost of a too narrow marketing concepts in which a shoes company only focus on male shoes instead of both females and males shoes . 3.Select a company and then evaluate the benefits and costs of marketing for that selected company . Digicel , Marketing oriented business starts with the customers, find out what they need and then produce it for them.Digicel always try too find out what are the customers feed backs between their company and try there Best to make it work .

1.-costumer retention is the object of interest that keeps the costumer desires hooked and keep them wanting more. -desired quality is meeting the desired quality of the product on the market to satisfy the costumer needs and wants. 2.- lack of predictability is not knowing the outcome of the organization in the marketing sector. - less product differentiation is bad for the marketing sector due to the fact that the consumer will be able to get the same product at a different organization at a much reasonable price.

3.the company at hand is Grace Kennedy manufactory.This company has been benefiting the country Jamaica for a long time now. Due to the image it has painted for itself. This company has benefits and continue to benefit from the marketing orientation. Due to the feed back from the costumers years after years. The quality has not change , the products are good for people of different age group, and its a family brand company.

1.two advantages of marketing orientation are: Better Marketing Programs: Because the organization has multiple opportunities to gain feedback from clients about their needs. Customer satisfaction: when a business builds a relationship with a customer by supplying them with the types of products they demand. 2. Two disadvantages of marketing orientation are: Competitive advantage: When competitors put too much time and effort into product engineering and development, they are less equipped to build solutions that appease the demands of discerning customer markets. Less Product Differentiation: Spending more time on customer interaction and research can detract from fine-tuning your product features.

3. Mattel, inc creates toys and video games for children. Mattel, inc has two marketing orientation approach such as market orientation and production orientation. Mattel, inc benefits from production orientation because it reduces costs through mass production. The toys produced by Mattel, inc are made in a bundle. The materials for the products are bought in a bundle. Also Mattel, inc would benefit from market orientation because they also focus on delivering products designed according to customer desires, needs and requirements.

#1. Marketing Orientation is very important because it is one of the many marketing concept used to guide the marketing activities of companies. When a business builds a relationship with customers buy supplying them with whatever the demand based on marketing orientation or marketing research. Based off this customers will be satisfied. #2. Lack of predictability because the market demands can suddenly change. Cost of a too narrow market focus, plus it can be challenging. #3. A company GraceKennedys for instance they work by market orientation and not by product orientation because this would be of disadvantage. The company will benefit from using market orientaion strategy because they will be less wastage of resources because exactly what the customer want is being provided. They even went as far as to communicate with their customers.

. The customers profit because they are getting exactly what they want and the company because when the customers buy the company makes profit. Their is also relationship marketing. It is a win win situation. However, the cost of it is too narrow marketing focus.

AC 1.2 1. Explain two advantages of marketing orientation. More Focus Production- By focusing and making customers needs a priority,organisation develop products to meet the needs of the customer. This means customer will be more delighted and have raving reviews of the product(smallbusiness.chron.com/advantages-market-orientation-15818.html) 2. Explain two disadvantages of marketing orientation. Risk of Understanding the market. Organisation must have systems to research customer, attitude and behavior (smallbusiness.chron.com/disadvantages-market-orientation-15818.html). Risk of Underestimating the Customer: increase competitiveness globally. An increase global market place leads to increase competitiveness with consumer brand Better Marketing Programs: Organisation gets feedback from client about their needs and what the competitors are doing. Marketing programs are able to have a look on clients and market programs needs instead of focusing on the product (smallbusiness.chron.com/advantages-market-orientation-15818.html). 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Digicel Jamaica Benefit- sales team raise the number of potential clients, ultimately, increasing revenue. Cost- if the entire organisation isn't in focus with meeting customer wants the organisation will loose customer (patch.com/wisconcin). Better Marketing Programs: Organisation gets feedback from client about their needs and what the competitors are doing. Marketing programs are able to have a look on clients and market programs needs instead of focusing on the product(patch.com/wisconsin/bp-benifit-of-being-the-market-orientation-enterprise). Increase Client Retention. Due to the fact that customer now knows the organisation on various levels Customer needs are attended to more quickly the customer will then feel that they are getting the attension(patch.com/wisconsin/bp-benifit-of-being-the-market-orientation-enterprise).

1.) Explain two advantages of Marketing Orientation Two advantages of marketing orientation is More focused Production which is basically the satisfaction of customers’ needs by introducing product in their favor that increase purchase and “brand loyalty with an ongoing customer focused” Concentrated Strategy works according to its plan of action whereby the main focused is performing research to match product with customers’ needs and back to “production and research with customers feedback” 2.) Explain two disadvantages of Marketing Orientation Two disadvantages of marketing orientation is Risk of Understanding the Market whereby businesses are not equipped with the right research method and system approach to reach out to customers, Challenges of Quickly Responding to Market Changes this helps to deteriorate business because of the constant change of material, products and service and that of new competition “ entering and exiting the market” (Mcquerrey,2016) 3.) Select a company and then evaluates the benefits and cost of the marketing orientation The digicel communications group of companies in Jamaica provides new 4G data that is very distinct in its features with the fastest wireless and internet with the distribution of channels to expand service offerings to customers which results in great customer satisfaction and huge profit gain revenue of U.S $2.78 billion on a year on basic. (Jamaica-Gleaner.com2016) References mcquerrey, L. The Disadvantages of Market Orientation In-text: (mcquerrey, 2016) Your Bibliography: mcquerrey, l. (2016). The Disadvantages of Market Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 16 Sep. 2016]. Digicel Group profit up 11% In-text: (Jamaica-gleaner.com, 2016) Your Bibliography: Jamaica-gleaner.com. (2016). Digicel Group profit up 11%. [online] Available at: http://jamaica-gleaner.com/gleaner/20130621/business/business5.html [Accessed 15 Sep. 2016].

1. Two advantages of marketing orientations are; a. More focus production: When the need of the customer is the primary focus then the company is highly likely to develop products that will satisfy the needs of its customers, and as a result of that customers will be satisfied with the products. The satisfaction of customers will lead to the creation of brand loyalty and the probability of constant purchases. (smallbusiness.chron.com,2016) b. Long-term profitability: if a company understands and is constantly delivering to the wants of the customer then this will lead to long-term profitability. By using the market orientation concept in your business, you can turn your one time customers into repeated buyers with the aim of developing many loyal customers. Loyal customers are not threatened by competitors and are willing to pay higher prices as well as buying in larger quantities. (smallbusiness.chron.com,2016) 2. Two disadvantages of marketing orientation are: a. Lack of predictability: In a market oriented company the advanced planning of the development is much more complex. Your company must respond to the never ending changes in consumer desires from your solution. The production process however must adopt to features needed by the customers and sales representatives need to be aware of the benefits to be used in persuading the customers. (yourbusiness.azcentral.com,2016) b. Less product differentiation: If a company is spending more time on customer’s research and interaction then this can lead to a detraction of perfecting your product features. Having a product differentiation strategy is more complex with marketing orientation because competitors will be able to develop a more distinct feature and cutting edge advances in their product. However when competitor develop these products, market oriented businesses can only hope that either these products do not meet the customer’s desire or it’s too expensive. (yourbusiness.azcentral.com,2016) 2. Marketing orientation is where a company focuses on the needs and wants of a customer as supposed to what the company think is right for the customer. (tutor2u.net,2016). Apple Inc. is a primary example of a market oriented business. They research the wants of customers, what will grab customers’ attention and then they surpass those desires. With frequent eye catching and mind blowing devices Apple Inc. always have its customers anticipating its next big release. (study.com,2016). On the other hand the cost of Apple Inc. having a marketing orientation concept is within the less product differentiation. It is more complex to have a product differentiation strategy because of the time spent on perfecting its features and also focussing on customer’s interaction. Competitor on the other hand could be developing similar products though they may not meet the needs of consumers and also maybe too expensive. (yourbusiness.az.central.com,2016) Reference List Yourbusiness.azcentral.com.(2016).[online] Available at: http://yourbusiness.azcentral.com/advantages-disadvantages-having-marketing-orientation-organization-1510.html [Assessed 16 Sept 2016] smallbusiness.chron.com.(2016) [online] Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Assessed 16sept 2016] study.com (2016) [online] Available at: http://study.com/academy/lesson/marketing-oriented-company-defination-examples-quiz.html [assessed 16 Sept 2016] tutor2u.net. (2016) [online] Available at: http://tutor2u.net/business/reference/marketing-marketing-orientation [assessed 16 Sept 216]

1. Employees at all levels involved in one strategic mission of customer satisfaction. A major cultural advantage of adopting the marketing orientation in your business is that you can get employees at all levels involved in one strategic mission of customer satisfaction. (Kokemuller, 2016) B. The organization is better able to gather information about customers and competitors, more able to analyze the information that is collected, and thus more able use the knowledge gained to guide current and future strategies. (Rathmann, 2011) 2. Less emphasis on perpetual improvement of production processes and efficiency. New equipment and production processes emerge all the time in industries and if your company is not constantly watching for these improvements, it can fall behind. (Rathmann, 2011) a company that is very small, lacks research resources, or has high segmentation between its departments is at a disadvantage when it comes to establishing market orientation. a company that is very small, lacks research resources, or has high segmentation between its departments is at a disadvantage when it comes to establishing market orientation. (Smallbusiness.chron.com, 2016) 3. This company has been in existence for over twenty years where, their item ranges from household products to items used in the food service industry. Their vision is to Maintaining high standards throughout our delivery of quality and efficient customer service while investing in other ventures where we will soar to the highest points of profitability. Building customer value through a market-oriented approach to your small business allows you to increase loyalty to your brand and develop repeat customers. Brand loyalty alone is a distinct advantage in the market because it develops a customer base resistant to attempts from competitors to attract business through more lucrative offers, including temporarily lower prices and introductory incentives. When customers feel that you as a business owner are prizing customer demands for high quality and value above all else, they will reward your small business with repeat sales and larger purchases. (Lister, 2016) This over the year has help them develop various strategies which guided the business and helped with the selection of brands or products to best suit their target market. References 1. Kokemuller, N. (2016). What Are the Advantages & Disadvantages of Marketing Orientation? [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-disadvantages-marketing-orientation-22985.html [Accessed 14 Sep. 2016]. 2. Rathmann, P. (2011). Benefits of Being the Market-Oriented Enterprise. [Online] Waukesha, WI Patch. Available at: http://patch.com/wisconsin/waukesha/bp--benefits-of-being-the-market-oriented-enterprise [Accessed 14 Sep. 2016 3. Smallbusiness.chron.com. (2016). The Disadvantages of Market Orientation. [Online] Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 15 Sep. 2016]. 4. Lister, J. (2016). The Disadvantages of Market Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 15 Sep. 2016]. 5.

1) More focused production(smallbusiness.chron.com, 2016). smallbusiness.chron.com (2016), explained that, firms that focused their production on customers or targeted market wants and needs, are more likely to meet customer satisfaction. when customers are satisfied with their purchase this will lead to customer retention and brand loyalty. concentrated strategy (smallbusiness.chron.com, 2016). smallbusiness.chron.com (2016), stated that, companies and marketers must create strategic ways to learn of customers wants and needs. Markers must also implement thorough research to align production to customers needs. when this is achieved, it will lead to customer satisfaction, hence stimulating repeated purchase. 2) Lack of predictability(yourbusiness.azcentral.com, 2016). yourbusiness.azcentral.com (2016), states that, lack of predictability is a disadvantage in customers oriented business. this is because customers needs and wants gradually and frequently changes. so there must be ongoing research and companies must be equipped with up to date technology to respond to the changing needs. Less product differentiation(yourbusiness.azcentral.com, (2016). It is difficult to have product differentiation in a marketing-oriented business, as marketers spend more time on satisfying customer's request and or research based on the needs of customers. 3) Marketing orientation is a concept which stresses the importance of customer satisfaction. Business using this concept must implement thorough research and customer interaction to meet the needs and wants of the target market. Once customer satisfaction is met this leads to customer retention and brand loyalty. this subsequently, adds value to the business (Kotler et al., 2016). Many business uses the marketing orientation concept as a guide to implement business activities. One such company is Digicel. As a network provider customers feedback and building customer relationship is extremely important to the success of the business. Some benefits of marketing orientation in this business is that desired quality-services and customer care are met. To meet the requirements of customers the company must pay keen attention to the customers needs and align the business activities with research (Kotler et al., 2008). Relationship Marketing would also be a benefit to Digicel. This allow a clearer understanding between Digicel and its target market. Digicel in return would be able to produce distinctive products according to market needs, which leads to customer satisfaction and eventually a strong relationship with customers (Kotler et al., 2008). Customer retention is another benefit Digicel experiences using the Marketing orientation concept. Satisfied customers and formation of a relationship leads to customers repurchasing Digicel's product and services. This accelerates sales hence, adding value to the company (Kotler et al., 2008). On the down side Marketing Orientation comes with a costs to the business. As stated by yourbusiness.azcentral.com (2016), for companies like Digicel that are customer oriented it is difficult to differentiate as more time is spent on customer interaction and research. this results in less product ideas on the market.

another cost of the Marketing orientation to Digicel would be Lack of Predictability. For Digicel it would be difficult to predict what customers desires. priority must be on customers need and want as a result, Digicel must respond to the constant changes of customers desires. to accomplish this Digicel must be fully equipped with up to date technology for an efficient response time (yourbusiness.azcentral.com, 2016).

REFERENCE PAGE Kotler, P. and Armstrong, G. (2008). Principles of marketing. Upper Saddle River, N.J.: Pearson/Prentice Hall. Smallbusiness.chron.com. (2016). The Advantages of Marketing Orientation. [online] Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 17 Sep. 2016].

Yourbusiness.azcentral.com. (2016). [online] Available at: http://yourbusiness.azcentral.com/advantages-disadvantages-having-marketing-orientation-organization-1510.html [Accessed 17 Sep. 2016].

1. Two (2) advantages of marketing are the company is able to meet customer expectations by delivering quality service and customer care.They are able to use whatever services given to turn it into a profitability. 2. Two(2) disadvantages of marketing are there can be less product differentiation " spending more time on customer interaction and research can reduce from fine-tuning product features". (Yourbusiness.azcentral.com, 2016) and a lack of knowing what the outcome might be. 3.Company: Vip Attractions/Jamaica

Jamaica highest revenue for its country is tourism. The people are known for their warm hospitality. This company is an airport premier lounge that offer accommodation to passengers for departure which includes food and beverages.Meet and greet services for guest arriving island. Quality service is given to meet the expectations of guest/s,customer profitability will then be achieved. Marketing cost can be at a low,since its an unique product of the country because of the people who is offering the services.

Two advantages of marketing orientation are: 1. Customer Profitability

2. Relationship Marketing

Two disadvantages of marketing orientation are: 1. Costs of a too narrow marketing focus

2. Less product differentiation

Marketing is how you get the business known to people,promoting the business

marketing orientation is dedicated to meeting customers requirement after getting the view of customers this makes its easier for a business to provide good and services effectively and efficiently. Hear are two advantages of marketing orientation (A)BY pleasing customers this gives the business a better avenges over there competitors

(B) IT makes it easier for you to know what the customer want and in doing so its enables you to provide better services

1.two advantages of marketing are: 1.long term profitability- Keeping up with what the customer need and wants will eventually produces repeat customers and doing this makes loyal customers who will in return buy more frequently and in more quantity, hence the company will make profit but not only profit bur long-term profit.(Kokemoller,n.d) 2.Building customers relationship- In building customer relationship the customer will feel like they are apart of a family hence creating loyal customers. 2.Two disadvantages of marketing orientation are: 1.Risk of underestimating the market- marketing concepts is being able to deliver what a customer needs or misreading this information and giving a customer a product that he/she doesn't want is an epic fail(mcQuerrey, n.d). 2.Challenges of the quick responding to marketing changes- The cost of the products,service and raw material is unstable and not knowing these changes and try to implement a new plan will amount in your company experiencing some disadvantage.(mcQuerrey, n.d) 3.The benefits and cost for marketing orientation for Digicel is as follows: Digicel benefits from having an effective marketing orientation by having long term profits, hence expanding their company to greater heights. Loyal customers and customer profitable is also some of the benefits.In order for Digicel to have reached this impeccable level on the marketing ladder they implemented some marketing strategies like communicational channel to allow their product to reach. eg. Partnering with T.V.J and various radio stations,this is to ensure that their product is been advertised properly and to respond to customer efficiently . Digicel also have strong technology infastructures in having a section on their website and customer service call center to post or rate the service so they can better assist with what the customers want. Reference Kokemuller,N,n.d. 'The advantage of market orientation'.available from:https://www.smallbusiness.chron.com/advantages-marketing-orientation-20975.[accessed 17 sept,2016] 1.two advantages of marketing are: 1.long term profitability- Keeping up with what the customer need and wants will eventually produces repeat customers and doing this makes loyal customers who will in return buy more frequently and in more quantity, hence the company will make profit but not only profit bur long-term profit.(Kokemoller,n.d) 2.Building customers relationship- In building customer relationship the customer will feel like they are apart of a family hence creating loyal customers. 2.Two disadvantages of marketing orientation are: 1.Risk of underestimating the market- marketing concepts is being able to deliver what a customer needs or misreading this information and giving a customer a product that he/she doesn't want is an epic fail(mcQuerrey, n.d). 2.Challenges of the quick responding to marketing changes- The cost of the products,service and raw material is unstable and not knowing these changes and try to implement a new plan will amount in your company experiencing some disadvantage.(mcQuerrey, n.d) 3.The benefits and cost for marketing orientation for Digicel is as follows: Digicel benefits from having an effective marketing orientation by having long term profits, hence expanding their company to greater heights. Loyal customers and customer profitable is also some of the benefits.In order for Digicel to have reached this impeccable level on the marketing ladder they implemented some marketing strategies like communicational channel to allow their product to reach. eg. Partnering with T.V.J and various radio stations,this is to ensure that their product is been advertised properly and to respond to customer efficiently . Digicel also have strong technology infastructures in having a section on their website and customer service call center to post or rate the service so they can better assist with what the customers want. Reference 1.two advantages of marketing are: 1.long term profitability- Keeping up with what the customer need and wants will eventually produces repeat customers and doing this makes loyal customers who will in return buy more frequently and in more quantity, hence the company will make profit but not only profit bur long-term profit.(Kokemoller,n.d) 2.Building customers relationship- In building customer relationship the customer will feel like they are apart of a family hence creating loyal customers. 2.Two disadvantages of marketing orientation are: 1.Risk of underestimating the market- marketing concepts is being able to deliver what a customer needs or misreading this information and giving a customer a product that he/she doesn't want is an epic fail(mcQuerrey, n.d). 2.Challenges of the quick responding to marketing changes- The cost of the products,service and raw material is unstable and not knowing these changes and try to implement a new plan will amount in your company experiencing some disadvantage.(mcQuerrey, n.d)

3.Th

Two Advantage of marketing orientation are Competitive advantage and long term profitability Competitive advantage is the condition that allow a company or country to produce goods and service draw customer by selling a product more cheaper or meeting the needs of customer. Long-term profitability consistently understanding an delivering what the market place wants leads to long -term profitability companies can turn one time buyers into repeat customer. Explain two Disadvantage of marketing orientation Lack of predictability and cost Lack of predictability this mean a business or organization may put in a lot work in starting or planning a new strategy this may not be successful in long term. Even if it was predicted with success hard work and dedication. Cost this one of the disadvantages were business have to be spending millions of dollars, advertising, promoting products sometimes the amount the company spend on a product it's a chance that the product might not sell or don't make enough profit so it will sometimes set back the company or lost. Select a company then evaluate the benefits and cost of market orientation for that selected country? Cost benefits are often used by governments to evaluate. The desirability of a given intervention. Its an analysis of the cost effectiveness of different alternative in order to see whether the benefits out weight the cost . the aim is the gauge the efficiency. The cost and benefit the impact of a intervention are evaluate in term of the public willingness to pay for them.(benefits) or willingness to pay to avoid them. For example. The company that I will be using is ‘Singer’ located in Kingston Jamaica with this company they sell Varity furniture and devices which customers can choose from, the company will try to make customers feel some sort of satisfaction, by having a payment plan were some customers would rather, both customer and the company will benefit reason example; as a individual purchase an item and the cost is very high, a company with a good marketing orientation will assist the customer by giving the individual a weekly or monthly plan. In the case both customer and company benefits cause the company gives customer time to pay, with some sort of low interest. The company still make a profit, with good customer service will attract new customer. Reference Www.businesszone.Co. uk Www.smallbusiness.chron.com-market

1. Two advantage of marketing orientation in the aviation industry are production nowadays has upgrade since technology has updates so it make everything easier for us. Companies are more aware of the thing that they need to do inorder to improve their business. 2. When companies in the aviation industry fail to take new external factors into consideration it can put their company at a disadvantage. When company underestimate their customer wants and needs it force away from their business.

3.UK as benefit tremendously from the Heathrow Airport one such way is that it provides over One Hundred and Ninety Thousand full time jobs. Million of people travel at the Heathrow Airport year, so this help to improve the economic but if they don't upgrade their service this will put a strain on economic and people will lose their job effortlessly. It will also cost the Government to get everything back on track.

1. Two advantages of marketing orientation are Customer Retention and Customer Profitability. *Customer Retention "refers to the activities and actions companies and organizations take to reduce the number of customer defections". Customer retention helps to keep numerous customers through customer loyalty. First impression last and Customer retention begin with the first impression a customer may get from a company. Company will now have to maintain this impression throughout the entire lifetime of the relationship (NGDATA, 2016). For Example: Digicel have poor customer service rep, customers have an ordeal to get a representative to discuss matters concerning the network or their phone credit but regular customers get so comfortable with this company they tend not to switch to another network. *Customer Profitability is the profit a company makes over a period of time while serving customers. For Example: Even though Grace Food products is high in price but because of the quality in the product and its taste customers get so comfortable with this product they tend not to buy another brand product thus Grace foods reward their customers loyally through give away. 2. Two disadvantages of marketing orientation are Less Product Differentiation and Lack of Predictability. *Less Product Differentiation is "spending time on customer interaction and research can detract from fine-tuning your product features." For example Lasco put a new drink on the market, because they spent a lot of time on their market research this takes away their product feature. Grace food now realize that they have a cutting edge and distinct feature with this product. Grace Foods hope that Lasco's product will be high in price in order to get there product sell * Lack of Predictability A marketing orientation makes advanced planning on product development and product much more difficult. Companies must have strong technology infrastructures and clearly define communication channels to allow for efficient responses time (Quarrie, 2016)". 3.Marketing is the exchange of goods or services in order to meet consumer needs. Kings Bakery is a company that bakes, sells and distribute buns, bullas, biscuits and breads. Our marketing team is responsible for marketing this business, they will have to find the needs, wants, demands, products and service of the consumer. Consumers are always the most important person to our business by either increasing or decreasing of profit. At Kings Bakery, we have to meet our consumer demands whether of good quality or product. Our company uses suitable research method to understand a consumer need. The Marketing team however have to consider the marketing mix, which is the 4 P's, theses are promotion, product, price and place. The team will also have to evaluate the marketing concept which is the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept. We at Kings Bakery consider our customers satisfaction making them our main priority because this is the best way for growth and to make profit (Uniassignment.com, 2016). Kings Bakery, however resulted in the following benefits these are -"Desired Quality- service and customer care - relationship marketing -Customer retention -Customer profitability. Customer loyalty begins with us, we take numerous actions to reduce the number of customer defections. Cost of a too narrow marketing focus, less product differentiation and lack of predictability can be our downfall in this company we have to ensure that we don't waste time doing a lot of market research this will take away our product feature. We also have to ensure that our prediction matches up to the consumer desires (Quarrie, 2016). For example Kings Bakery decided to bake 20 white breads and 100 wheat breads believing that consumer would rather wheat bread over white bread, thus consumer targeted the white breads over the wheat breads. NGDATA. (2016). What is Customer Retention?. [online] Available at: http://www.ngdata.com/what-is-customer-retention/ [Accessed 15 Sep. 2016]. Quarrie, N. (2016). Unit 4, 8 & 10 notes. [online] Colbourne College. Available at: http://colbournecollege.weebly.com/unit-4-8--10-notes [Accessed 16 Sep. 2016]. Uniassignment.com. (2016). The Chartered Institute Of Marketing Marketing Essay. [online] Available at: http://www.uniassignment.com/essay-samples/marketing/the-chartered-institute-of-marketing-marketing-essay.php [Accessed 16 Sep. 2016].

1.Customer retention-“customer retention refers to the activities and actions companies and organizations take to reduce the number of customer detections. The goal of customer retention programs is to help companies retain as many customers as possible, often through customer loyalty and brand loyalty initiatives”. (NGDATA, 2016) for example: general advantage as a poor customer representatives that are never available to help customers with their quarries, however regular customers tend to continue support general advantage even though the service is poor. .Customer profitability: based on what I learnt in class, customer profitability is the profit a company made from serving a customer over a specific period of time. For example: lasco put 10,000 extra mint toothpaste’s on the market, lasco is sure of 90% of this profit because of a specific amount of customers that always purchase lasco extra mint toothpastes. 2.Lack of predictability-“a marketing orientation makes advanced planning on product development and product much more difficult. Your business must respond to the perpetual changes in consumer desires for your solutions. Marketing-oriented companies must have strong technology infrastructures and clearly defined. Communication channels to allow for efficient response times. Production processes must flex to the new features customers want and marketing and sales employees need to know what benefits to use in persuasive selling”. (Yourbusiness.azcentral.com,2016) for example: Tru- juice puts 6000 fruit punch drinks on the market and they made no profit on the fruit punch flavor because the customers like the other flavor’s and not the fruit punch flavor. This example shows Tru-juice cannot predict there customers behavior. .Less product differentiation-“spending more time on customer’s interaction and research can detract from fine-tuning your product features. Having a product differentiation strategy is more difficult with a marketing orientation. Your competitors may be able to develop more distinct features and cutting-edge advances in their products miss the mark on what customers want or cost too much”. (Yourbusiness.azcentral.com, 2016) for example: Cal’s realize that Lasco selling corn beef at a high price but not tasty so Cal’s start selling corn beef’s that is more affordable and tasty to attract the Lasco customers. 3.HERMES LUGGAGE has been operating out of Venice, Italy over the pass 5yrs as an online based store. The company supply there consumers with variety of designs, patterns and great quality leather luggage. The company benefits from reducing cost through mass production, their luggage materials are brought in bulk and are made in bundles. Hermes aim is to supply their customers with the best. However, the company has their loyal customers yet still they are complaints, the company produces a new design or pattern every season without doing a survey on what design the customers like more therefore, this cost the company. Hermes cannot predict their customers’ behavior; the marketing team of Hermes should have kept their customers opinions, needs and wants in mind. REFRENCE LIST: NGDATA. (2016). What is Customer Retention?. [online] Available at: http://www.ngdata.com/what-is-customer-retention/ [Accessed 16 Sep. 2016]. (Yourbusiness.azcentral.com. (2016). [online] Available at: http://yourbusiness.azcentral.com/advantages-disadvantages-having-marketing-orientation-... [Accessed 16 Sep. 2016].

1.1-Answers #1. According to N.Quarrie (2016) "Marketing is a management process based on the exchange of goods and service, it anticipate and meet consumer needs and creates profit". #2.According to N.Quarrie (2016) There are many types of marketing concept they have evolved overtime. One such example is in relationship marketing, people one used to just make, buy and sell for simply profit alone. Now, this has changed, the producers are becoming more involved with thier customers; Friendly relationship now exist between them.Some companies and businessnow has suggestion boxes, they speak to their customers to find out what they think about certain things. They also talk on a personal basis. This was not so back then. The companies are now using different marketing concepts". #3. According to N.Quarrie(2016) "Product Concept-the idea that persons will buy whatever is offered to them as long as it is of good quality,performance and features and the organization will continous improve the product. Selling Concept-A large-scale selling and promotional effort is put into the selling concept because they believe that consumers will not buy enough of the products unless it's done this way. Marketing Concept-it focuses on the market demand what the consumers desire this is what will be produced. Societal Marketing Concept- the idea that consumers should be pleased than competitors in a way that maintains or improves the consumers and society well being

Production Concept- the idea that consumers will favor affordable and available product and is focus on improving production and distribution efficiency".

Two advantages of marketing orientation are 1. Competitive Advantage- This means companies will focus more on what the customers’ needs and products will develop over time to satisfy customers and the increase in brand loyalty. Also 2. Concentrated Strategy- This means that employees are more clear of their roles in the firm and they are more focus (Kokemuller,2016). Two disadvantages of marketing orientation are 1. Let product differentiation- This means businesses will spend more time focusing on customers’ needs on a product and will lose focus on the little things that will make a product stand out from the others. Also 2. Lack of predictability- This means business will have to make advance planning towards improving a product, if there is a poor communication channels this eventually with get frustrating and the job will not be done on time. The company ‘Grace Kennedy’ is very know for their effective marketing strategies. Recent the Grace Kennedy, Jamaica- marketing manager discovered that marketing through traditional media was no longer effective in the country so they immediately changed their strategy to stay on top. They have been more engaged in digital media such as website, social networking, online advertising email and other tools to get through to their customers easily. This is beneficial to them because they not only show off their new products but they also draw new attention, they also spend less money doing traditional marketing, It’s a space to experiment/ develop.

1. Two advantages of marketing orientation as stated by (Waukesha, WI Patch, 2011) are: Increased client retention- customer have the ear of the organization on different levels, response to their needs are addressed faster so they feel they are getting the attention they deserved. Better marketing program- organisations has multiple opportunities to gain feedback from customers about their needs and what competitions are doing. 2. Two disadvantages of marketing orientation according to (McQuerrey, 2016) are: Risk of underestimating the customer- increased competitiveness for all customer brand across global marketplace. Dealing with corporate perception- in today's economy understanding the customers needs and wants is not enough to guarantee market share. 3. The benefits and costs of marketing orientation for KFC guarantee's market share because of customer retention and better marketing program. Customer needs and wants are enough to secure market share for the company.

This is where companies will notice its most profitable customers and try to maintain the continuation of this relationship because this how they identify the profitability of the customers.

Advantages: “Marketing Advantages When companies have a good understanding of what the market needs or wants, they have better ability to market effectively to them. Marketers research the market well to understand not only what is needed, but how to convey messages that clarify how their products align with those needs. Familiarity with the market allows marketers to build emotionally impacting appeals into ads and generate more business. Long-Term Profitability Consistently understanding and delivering what the marketplace wants leads to long-term profitability. Companies can turn one-time buyers into repeat customers, with an ultimate goal of developing many loyal customers. Loyal customers buy more frequently and in larger volumes. They are also less susceptible to competition and more willing to pay higher prices. All of these business benefits mean the company has much better ability to remain viable and successful as long as it retains the marketing concept.” (Kokemuller, 2016) Disadvantages: “Technological Advances A knock against the marketing orientation, and a benefit cited with a product orientation, is the ability to more quickly upgrade products with advanced technology and quality features. Though more responsive, companies that do not make product improvements a focus may not have the ability to adapt as quickly to provide these quality benefits to customers. This can serve as a deterrent to cutting-edge buyers who want to get in on the latest product advances. Production Efficiency Another potential drawback of a customer-centric strategy is less emphasis on perpetual improvement of production processes and efficiency. New equipment and production processes emerge all the time in industries and if your company is not constantly watching for these improvements, it can fall behind. Production efficiency is critical to maintain low costs and generating strong profits. Even with a marketing orientation, your business should watch for opportunities to upgrade on production.” (Kokemuller, 2016)

1. Two advantages of marketing orientation are (Rathmann, P. 2016):  A Better marketing program usually becomes a side effect because a keen eye will be kept on the competition and its products and offers. They are then able to tailor their products/services to match their clients’ needs and ensure they are on par or surpass the competition.  Increased client retention usually follows a company that has a strong marketing program. These companies usually ensure that their customers’ needs are met and their complaints are dealt with promptly. Continued service will ensure that they keep existing customers and also get the attention of other customers as well. 2. Two disadvantages of market orientation are (Joseph, C. 2016):  Investment in research is usually required when a company has a good market orientation program. Money has to be invested into marketing in order to ensure the company’s knowledge and understanding of trends and customer needs and the competition’s product development and strategy in order to stay one step ahead.  Cost is going to be a big disadvantage of a market orientated company. Money has to be put into market research and strategy, from the time and man power that has to be placed on researching what the next step of the company should be to the implementation of that product or service. References Joseph, C. (2016). Disadvantage of Market Orientation Houston Chronicle [online] Available at: http://smallbusiness.chron.com/disadvantage-market-orientation-23294.html [Accessed 18 Sep. 2016]. Rathmann, P. (2016). Benefits of Being the Market-Oriented Enterprise [Blog] Waukesha Patch Available at: http://patch.com/wisconsin/waukesha/bp--benefits-of-being-the-market-oriented-enterprise [Accessed 18 Sep. 2016].

1) two disadvantage of marketing orientation are a)risk of underestimating and risk of underestimating the customer. coming up short in risk of underestimating the business sector makes a framework where an organization is utilizing incapable information as part of its way to deal with connecting with clients. working with wrong information is regularly more terrible than working without any information by any stretch of information. to put it plainly, an organization that is little,needs inquire about assets ,or has high division between its specialties is off guard with regards to setting up business sector introduction. a worldwide commercial center has expanded aggressiveness over all customer brands. the internet has made a framework whereby buyers can undoubtedly correlation shop, read peer survey and get to customers report at the snap of the catch.to viably market to this new, exceedingly educated customer, a way to deal with sector introduction must be adaptable and must be immediately modified to meet the regular changing perspective and request of today's keen customers.(smallbusiness.chron.com, 2016). 2) two advantage of marketing orientation are more focus production and long-term profitabilty. more focus production is where business makes clients needs an essential center.organization will more probable creates items that match up with the necessities of the clients. this implies client will encounter more fulfillment with the item, which at last improves profit. reliably understanding and conveying what te commercia center needs prompts long-term profitability. organization can transform one-time purchaser into rehash clients,with an extreme objective of creating numerous steadfast clients. faithful clients purchase all the more as often possible and in bigger volumes (smallbusiness.chron.com, 2016) 3)for the lasco group of company , located in Jamaica, the benefit of using marketing orientation in that country is that is builds customer sanctification. According to Quarrie(2016) a business can marketing orientation and supply the customer with products they want,hence, in the future the customer will be more satisfied.

the cost of lasco company using marketing orientation in Jamaica is that it can lead to less product differentiation. investing more energy in client collaboration and exploration can degrade adjusting your item highlights. having an item separation procedure is more troublesome with an advertising introduction. your rivals might have the capacity to grow more unmistakable components and all the more bleeding edge propels in their items. the expectation for showcasing focused organization is that these more-propelled items comes up short on what clients need or cost excessively (yourbuisness.azcentral.com, 2016 cited by Quarrie, 2016).

References Smallbusiness.chron.com. (2016). [online] Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 13 Sep. 2016]. Quarrie, N. (2016). Marketing Princies. [pdf] Available at: http://colbournecollege.weebly.com/unit-4-8--10-notes/week-2 [Accessed 18 Sep. 2016].

This research is about marketing orientation. Its advantages, disadvantages, benefits and costs and an evaluation will be carried out on a selected company. 1. Explain two advantages of marketing orientation. Marketing orientation is a very important aspect of a business, as it relates a customer relationship with marketers. This kind of concept creates a lot of advantages within a company. Quarrie (2016) said that the head of the marketing industry takes great interest in customers requirements in order to carry out their commands in a unique, speedy and worthwhile way that another competitor can't compete with (citing Kotler et al.,2008). Here are two advantages of marketing orientation: 1.1. By focusing on customer demands companies will have a better outlook on what is required, causing them to be at a better advantage over their competitors. Building a relationship with consumers is an intelligent technique used to improve one's business without having to guess or assume what the potential customer needs. This research method will assist the producers to meet the demands more efficiently and accurately (Kokemuller, 2004). 1.2 Marketers create strategic implementation such as advertisements and promotions for potential customers to be able to identify the brand logo wherever they see it. Having customers you can rely on, creates a more profitable market because the customer is now buying goods more often and in large quantities not focusing on competitors and are now willing to purchase goods at whatever price. Businesses using this kind of concept is at a better advantage as long as it maintains customer retention (Kokemuller, 2004). Whitcomb and Hamil further pointed out that producers always tries to find ways for making customers feel confident in their product by creating a connection, hoping that the customers' devotedness will go a far way seemly that the producers' product had satisfied them for over a period of time and at the same time makes its a challenge for competitors to invade a satisfied customer. 2.Explain two disadvantages of marketing orientation. 2.1 Even though using the marketing orientation strategy can be ideal for a company's marketing, it can also be at a disadvantage when considering the cost of advertising and marketing for a period of time especially for small businesses. Customers wanting a change in product and producers not being an aware of marketing competencies will also cause businesses to be at a disadvantage wasting time on unsuccessful campaigns (Kokemuller, 2014). 2.2 Consumers varies, they all has different interests. Producers need to concentrate on the trends of potential customers by carrying out research criteria that will illustrate the demands of customers. Producers that fails to use the right tools to carry out these procedures will be at fault considering waste in time and effort targeting the wrong customers. It's always good to keep track of your customers wants and needs, even though this time period can be lengthy it is a good process for producers to gain recognition, while consumers gravitate to the brand which will cause the campaign to be drawn out costing the company time and money (Kokemuller, 2014). 3 Select a company and then evaluate the benefits and costs of marketing orientation for that selected company.

Businesses that has a "marketing orientation", is more liable to have a better advantage over its competitors and is said to be more profitable in the future. Digicel is a well- known company, that has been very successful throughout the years because of it focuses on longevity with customers. This strategic implementation increases "it's profits, revenue, service level and demands." placing the company at a higher level compared to its competitors.This significant concept targets a particular market educating potential customers on the products and services being offered, building clientele, work on fidelity and free word of mouth promotion from satisfied customers (Samuel-Girard, Samuel-Girard, and profile, 2014). Digicel benefits from creating employment opportunities, new inventions, innovations and improved technology that progresses economically in society. This kind of marketing also benefits from boosting healthy competition among manufacturers. Whittaker (2011) further, indicated that Digicel chose a tremendous "customer relationship" concept while the company was at the same time constructing it's network development and the way they carry out their services, meanwhile, on the other hand, was concentrating on putting things in place for charitable existence in the market. To his observation, he found Digicel customers in Jamaica to be very devoted to its establishment, that they thought was meeting the desires and taking responsibilities of it's wide range of consumers and proving excellent customer service, that he thought was, in other words, stating that the possibilities of the customers getting turbulent

Answer # 1- two advantages of marketing orientation are relationship marketing and customer profitability. Relationship marketing is created through the consistent delivery of a product or service that meets or exceeds customers’ expectations. This comes in good advantage. Because there will be customer feedback and customer advocates. With the customer profitability, if the business is making profit, productivity increase across the organization. (Joseph Ruiz., 2016) Answer # 2- Two disadvantage of marketing orientation are lack of predictability and less product differentiation. With the lack of predictability, if you change the customer desire and it doesn't desire them anymore that’s bad for business. With the less product differentiation, focusing on what customer want can detract your product features. Answer # 3- My selected company is a biscuit company. Having a relationship marketing the customers will give me feedback. Getting feedback tells whether the customers like/hate my product. If the customers enjoyed my product, this will increase productivity. If i go ahead and changed my product and it doesn't meet customer’s desires, my business is in trouble. Focusing on what my customers want can result in less product differentiation.

1. Explain two advantages of marketing orientation. Answer: Long-Term Profitability-Consistently understanding and delivering what the marketplace wants leads to long-term profitability. Companies can turn one-time buyers into repeat customers, with an ultimate goal of developing many loyal customers. Loyal customers buy more frequently and in larger volumes. Concentrated Strategy-By adopting the marketing concept, companies have all functions aligned with the strategic vision of meeting the needs of customers. This helps define the role of employees more clearly. Marketers must perform diligent research to uncover needs and convey messages that explain benefits. Production should focus on fine-tuning products to meet the needs of customers "The Advantages Of Marketing Orientation". Smallbusiness.chron.com. N.p., 2016. Web. 18 Sept. 2016. 2. Explain two disadvantages of marketing orientation. Answer: Constant Change - Market orientation often requires businesses to quickly change direction to keep up with the changing demands of their customers. This could mean you'll have to abandon a product or service for which you've spent much time and money developing shortly after its introduction. You might also have to frequently change your internal processes, which creates additional challenges for your staff. If you're unable to keep up, you run the risk of losing market share to more nimble competitors. Planning Challenges- A market orientation strategy can make it more difficult to plan for the future. Even the most extensive market research can't always accurately predict what the future holds in terms of customer demands. Instead of taking a proactive and aggressive approach to planning, you might find yourself waiting to see what changes occur before making major business decisions."The Advantages Of Marketing Orientation". Smallbusiness.chron.com. N.p., 2016. Web. 18 Sept. 2016. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Answer: Company: Flow

Marketing orientation enables Flow to build a relationship with its customers by providing satisfying services.Also gaining new customers and earning loyal customers too. Less product differentiation is a cost of their marketing orientation they spend a lot of time trying to get feedback from customers which distracts them from working on perfecting their product, which often times allow Digicel the opportunity to advance their product.

1.More focused production- making customer need a primary focus. This means customers will experience more satisfaction with the product as a result will increase the chance of a second(2) purchase. According to (Neil kokermuller 2007.) Longterm profitability-This is getting the customer to trust the company buy the product onetime Which lead to loyal customer,who become frequent buyer and start buy in bulk. This will give the company more money and accomplish the ultimate goal. According to (Neil kokemuller 2007.) 2.As the establishment progresses the market increase their product and the competition starts with the various brands. As result consumers need to be educated about the products DSO they can stay loyal to the brand even if the prices are high. Not meeting to the objective and alienating the customer will cause the product to fail. Which will cause the company to loose a lot of money. Challenge of quickly responding to market chances- the market that change on a regular basis has a great impact on consumers.when entering or exiting the market, products changing,cost of raw materials and service these things are crucial to the business. As a result marketing orientation is the best strategy to use. Failing to use this strategy will put the company at a disadvantage. According to(Neil kokemuller 2007.)

3.Apple is a brand that has a lot of cajet on the market. It is both product oriented and market oriented.Build competitive advantage is business core quality that differ from their rivals.This gain by having lower price for the product and selling quality for the consumer. However,the cost leadership as the name implies the company become a leader in changing it strategy cutting down its cost manufacturing the product.This is done by purchasing raw materials and having efficient manufacturing operations. According to (Apple-marketing orientation-150758-html(assed December 27 ,2012.)

1. Two advantages of marketing orientation are; *More Focused Production- By making client needs an essential center, organizations will more probable create items that match up with the requirements of the clients. This implies clients will encounter more fulfillment with the item, which at last improves the probability of rehash buys and brand devotion. *Concentrated Strategy- By receiving the showcasing idea, organizations have all capacities adjusted to the key vision of addressing the requirements of clients. This characterizes the part of workers all the more obviously. Advertisers must perform steady research to reveal needs and pass on messages that clarify benefits. 2.Two disadvantages of marketing orientation are; *Risk of Underestimating the Market- A fruitful way to deal with business sector introduction includes a precise way to deal with looking into client conduct. Coming up short in this procedure makes a framework where an organization is utilizing incapable information as a part of its way to deal with connecting with clients. Working with wrong information is regularly more terrible than working without any information by any stretch of the imagination. To put it plainly, an organization that is little, needs look into assets, or has high division between its areas of expertise is off guard with regards to setting up business sector introduction. *Risk of Underestimating the Customer- A worldwide commercial center has expanded intensity over all purchaser brands. The Internet has made a framework whereby shoppers can without much of a stretch examination shop, read peer audits and get to customer reports at the snap of the catch. To adequately market to this new, exceedingly educated purchaser, a way to deal with business sector introduction must be adaptable and must be immediately adjusted to meet the continually changing points of view and requests of today's canny customer. 3. SAMSUNG. The advantage of Samsung as far as its item is that there is a trust on all Samsung items on account of the way Samsung items have performed in the most recent couple of years. Issues with the items has been immaterial. What's more, with its Smart telephones, Samsung has accomplished a materialistic trifle for its clients. In the meantime, Samsung is known for its administration and individuals realize that Samsung gives a quick administration for any of its item. Along these lines in the promoting blend of Samsung, the item portfolio is one of the most grounded point for Samsung. Cost in the showcasing blend of Samsung – Because of its nearness in various item classifications, Samsung utilizes different estimating techniques. We can separate the evaluating systems and match it with the items that it is utilized for. Place in the promoting blend of Samsung – Samsung is available through different diverts in the business sector. It takes a shot at the channel promoting idea wherein there are three sections. Deals and administration merchants, Modern retail and Distributors. The deals and administration merchants handle key records for Samsung and are included in corporate deals.

Advancements in the showcasing blend of Samsung – Samsung utilizes different types of advancements. Samsung as an organization trusts in pulling the client to themselves through publicizing yet in the meantime utilizes solid strategies to push the item to the client through deals advancements.

1. Explain two (2) advantages of marketing orientation. To make long term profit- companies can turn one buyer into a repeat customer with an ultimate goal of developing loyal customers. The loyal customers will buy more items in larger volumes even if the price is high they will pay. Therefore, this would leas to a long term profits. (Kokemuller, 2016) A concentrate strategy- marketing managers should focus on a particular strategy that would make customers buy more frequently. Marketers must perform diligent research to uncover needs and convey messages that explain benefits, also company leadership must set the tonw by making customers their priority. (Kokemuller, 2016) 2. Explain two (2) disadvantage of marketing orientation. -Risk of underestimating the customer: A global market place has increased competitiveness across the world and also technology too. To approach the market orientation must be flexible and must be quickly altered to meet the ever-changing thought processes and demands of today customers. Companies that have approach this but fails, they need to update it and run the risk of alienating their customers. (McQuerrey, 2016) -Risk of understanding the market: To make a business successful, it has to approach the marketing orientation involves a systematic approach to research customers behaviour. Missing the mark and having wrong data is terrible for a company. Therefore, a small company lacks research resources or have a high segmentation between its apartment qhichbis at a disadvantage when it comes to establishing market orientation. (McQuerrey, 2016) 3. Select a company and the evaluate the benefits and costs of marketing orientation for that selected country. The company that I choose is 'Bigga' because this company 'Bigga' make their customers feel satisfy and they fulfilled customers wants and needs. Bigga keeps their customers by giving back to the community and support children by having special events and sponsoring events and school competition The cost of marketing orientation can be saparted into two categories: Less product differentiate, which is spending more time on customer interaction do that business do not miss the mark on what customers want or cost too much. The second strategy is lack of predictability which has to deal with advance planning on the development of products. Companies need a strong technology infrastructure that channels information to allow efficient response. (Yourbusiness.azcentral.com, 2016)

If 'Bigga' did not follow these marketing orientation strategies, they would not be the company that they are today.

1. As stated by (Kumar et al., 2011) an advantage of marketing orientation is it's short and long run. While it is never too lat to implement market orientation within a company it is more beneficial indulging from inception. Kumar et al (2011) further explained, companies who has been using marketing orientation are far more benefited in sales and also profits. 2. Marketing orientation focuses mainly on customer sanctification, retention and relationships. Meanwhile attention is paid to customer profitability, having similar o the same products as other organisation, the company may need a plan to keep old customers and win new ones. Special attention is needed to be placed on the cost of products on demand. (yourbusiness.azcentral.com, 2016). Marketing orientation requires predictability. Being predictable won't always be accurate. Customers demands are never constant, as such a lot of attention and time is required to receive the most accurate predictions. (yourbusiness.azcentral.com, 2016). 3. Marketing Assessment Company- KFC Jamaica Benefits- * Constantly advertising; newspaper, radio,television. * Unlimited drinks once dining. * Multiple locations; 32 restaurants. Cost-

"Built at a cost in excess of J$125 million, this latest addition to the KFC family of restaurants" (Kfcjamaica.com, nd). They live by the philosophy "It's finger licking good!" which they show everyday.

1. Two advantages of marketing orientation are Long-term profitability which is when a business keeps on understanding and doing what the marketplace wants. also turning one-time customers into frequent customers, with an ultimate goal of developing many loyal customers (Smallbusiness.chron.com, 2016) and the second advantage is building customer satisfaction which is when the business builds a relationship with customers by supplying them with the types of products that they demand (Colbourne College, 2016). 2.Two disadvantages of marketing orientation are Risk of underestimating the market which is when the company misses the mark in researching customer behavior lets the company use ineffective data in its approach to reaching out to customers and another disadvantage is the challenge of quickly responding to market changes. (Smallbusiness.chron.com, 2016)

Bibliography Smallbusiness.chron.com. (2016). The Advantages of Marketing Orientation. [online] Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 18 Sep. 2016]. Smallbusiness.chron.com. (2016). The Disadvantages of Market Orientation. [online] Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 18 Sep. 2016]. Colbourne College. (2016). Unit 4, 8 & 10 notes. [online] Available at: http://colbournecollege.weebly.com/unit-4-8--10-notes [Accessed 18 Sep. 2016].

Explain two advantages of marketing orientation. • Competitive • Long-Term Profitability Long-Term Profitability Consistently understanding and delivering what the marketplace wants leads to long-term profitability. Companies can turn one-time buyers into repeat customers, with an ultimate goal of developing many loyal customers. Loyal customers buy more frequently and in larger volumes. They are also less susceptible to competition and more willing to pay higher prices. All of these business benefits mean the company has much better ability to remain viable and successful as long as it retains the marketing concept. Competitive Advantage A superiority gained by an organization when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. Competitive advantage results from matching core competencies to the opportunities. Explain two disadvantages of marketing orientation • Cost • Constant Improvement Cost A strong market orientation does come with significant costs. Investment in marketing research is high because companies need powerful market intelligence to respond accurately. Technological infrastructure is also critical in the early 21st century as companies use databases to collect, analyze and use customer data. Constant modifications to work processes require investment in ongoing training. Constant product modifications also mean ongoing investment in new equipment and product iterations. (smallbusiness.chron.com) Constant Improvement In their January 2011 "Journal of Marketing" article "Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?" (V. Kumar, Eli Jones), Rajkumar Venkatesan and Robert P. Leone explain that a market orientation helps drive constant improvement in company processes and systems because it promotes a "culture of experimentation." Company leaders and functional departments perpetually explore opportunities to improve upon product and service offerings to adapt to current and future needs of customers. (smallbusiness.chron.com) Select a company and then evaluate the benefits and costs of marketing orientation for the selected country. • The cost benefits is often by governments to evaluate the desirability of a given intervention. It’s the benefit of building customers satisfaction for example the company Courts. Both customer and company will benefit because say for instance a customer would like to purchase an item but not able to pay all of the money one time, the company would have a payment plan (hire purchase) both customer and company would benefit from this because the customer would have pay more than the actual price and the company would get a profit from that.

MARKETING: AC I.2 Advantages 1.* Better marketing programs, Patch.com explain that ``Because the organization has multiple opportunities to gain feedback from clients about their needs and about what competition is doing, marketing programs are able to be tailored to clients and marketing needs instead of a general approach that focuses on the product only"(patch.com,2016) 2. Customer retention, Patch.com explain that``Because the customers now have the ear of the organization on a multiple levels, the customer receives faster response to their needs and thus feel like they are receiving the attention they deserve"(patch.com 2016) Disadvantages 1. Production efficiency, small business.chron.com explain that ``Another potential drawback of a customer -Centre strategy is less emphasis on perpetual improvement of production process and efficiency"(smallbusiness.chron.com,2016) 2. Narrow branding, smallbusiness.chron.com explain that ``if you don't develop a brand with a benefits message or clear image, you might be limited as to what you can sell"( smallbusiness.chron.com,2016) Hinduja Global Solution (HGS) Hinduja global solution is a company in optimizing the customer experience and helping our clients more competitive, HGS provides a full suite of business process management service from traditional voice contact center and transformation digiCX service that are customer engagement to platform based.

Teamhgs.com stated that ``they give customers the support they need when and where they want it,24/7 in totally seamless and unified digital environment"(teamhgs.com 2014)

1. Two advantages of marketing orientation are; (1) Long-term profitability – Continually reviewing what is taking place in the market place and making positive adjustments leads to long term profitability. By impressing one-time buyers, companies develop loyal fans that are willing to buy any product available which makes the company successful as long as they stick to the marketing concept. (2) More Focused Production – By focusing on customers and making them a priority to the business, creating products that will satisfy the customer’s needs will create customer loyalty and raise purchase. Also with customer focus, companies can make improvements by looking at the market to guide and make upgrades (Kokemuller, n.d.). 2. Two disadvantages of marketing orientation are; (1) Risks of underestimating the market - In being successful to marketing orientation, a systematic approach to research customer behavior is required. Missing the mark in the operation can make a system that is unsuccessful towards customers and working with the wrong data is worse than working with no data. (2) Risks of underestimating customers – Competitiveness has increased in the global marketplace with all consumer brands and with the internet, consumers can access reports, compare products and check peer reviews. To market effectively, a way of dealing with market orientation has to be flexible to meet the demands and thought process of shoppers. Firms that have failed to update their market orientation approach can detach their customers (McQuerrey, n.d.) 3. The company chosen is EasyJet, a British airline carrier. EasyJet’s approach in being successful is pricing. EasyJet’s owner, Stelios Haji-Ioannou’s approach in selling airline seats is by advertising at a low price then raising it depending on demand which is the opposite of the convectional method which is a technique selling at a certain price then reducing the price of sales are low. Customers benefit from low fares so in order to be profitably EasyJet has to enforce a strict cost control strategy. By operating in mainstream airports e.g. London Gatwick airport, EasyJet takes passengers from conventional airlines. EasyJet also has followed the example of southwest airline by using one aircraft type, fast turnaround time and the use of the internet for upfront payment and low administration charges. Also onboard cost is reduced by not providing free drinks and meals to passengers (Jobber, 2016). Reference (Kokemuller, n.d.) Kokemuller, N. and D, s. (n.d.). [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 13 Sep. 2016]. (McQuerrey, n.d.) McQuerrey, L. and D, s. (n.d.). [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 13 Sep. 2016]. (Jobber, 2016) Jobber, D. (2016). Principles and Practice of Marketing. 4th ed.

Below are my explanations and evaluation of the forum's question in their respective order: 1. According to Quarrie (2016) advantage s of using the Marketing Orientation are: (i) Customer Retention: Using the Marketing Orientation in an organisation helps to enable the business to retain as many customer as possible (ii) Relationship Marketing: This is when a strong or long-term relationship is built and maintained between customers and the organisation. 2. The disadvantages a company may face using the Marketing Orientation are: (i) Narrow Marketing focus: if a company focuses all its attention on one customer base, they will not be able to satisfy other categories of potential consumers who may be in need of their product(s) or service(s). (ii) Time/Cost Consuming: In some cases, companies may spend too much time and resources to develop or find out what a consumer wants from a particular product or service to make improvements of fine-tune their products to their customer's demands allowing competition more time to make the same or better product and win over their target market. (iii) My evaluation will be on the Hotel Golden Eye. Using the Marketing Orientation has its benefits and its disadvantages. A a Hotel, applying the Marketing Orientation effectively can be very beneficial as a service oriented organisation to guests and the organisation itself. As a business that is seasonal it is extremely important to attract new customers and also keep previous ones. Applying the concepts of the Marketing orientation will assist in constructing the right product/service by constantly improving the service and or offering new products that to fill the demands of their targets thus retaining and gaining new consumers. Offering the desired service quality will leave customers satisfied and build lasting relationships between the hotel and its guests. The hotel benefits from these concepts especially if they are applied properly, there will always be market for the products and services regardless of how costly the service might seem, therefore the organisation will gain high profits because customer needs are satisfied whether from adding new features to the product/service or maintaining the standard that the target market requires. On the other hand, if following the concepts are not managed properly there can be disadvantages such as investing too much in research or customer feedback can consume time and money that could be used for correcting and improving the features of product/service. Focusing on providing a product or service to a specific type of customer is a disadvantage as well as it blinds the organisation from seeing the wide spectrum of other available target market that may have use for the service provided.This also gives competing hotels more time to make advances in their products. As we know customers can be unpredictable; it may also be difficult to have adequate response time to respond to customers ever-changing needs. That will leave us having to persuade customers of the quality of the service or product which is both cost and time consuming as well.

Ac 1.1
2. Offering rewards to a long standing customer

Ac1.1
3. Marketing concept is how all resources of an organization are mobilized to satisfy the consumer

1.Two advantages of marketing orientation are: -Long term profitability: compsnies can remain successful as long as they retain the marketing concept. -More focused production: companies will develop products that match up with the needs of the customers.Customer satisfaction will be met which increases repeat purchases and brand loyalty. 2.Two disadvantages of marketing orientation are: -Dealing with corporate perceptions: building a marketing orientation concept around price and services alone puts a company at a disadvantage. -Challenges of quickly responding to market changes: following and established marketing orientation and failing to take new external factors into considerations can put a company at a disadvantage.

3.With fedex in Jamaica it is rapid and reliable for customers,a cost effective aternative when shipping to international destinations for lessthan urgent shipments with delievery.

1. Relationship Marketing This type of benefit makes the consumer feels more as if they are family. For example: Birthday wishes, New years, Christmas etc Customer Retention This shows that customers are satisfied with the services provided, and also consumer`s loyalty to the business. 2. Cost of a Narrow Marketing focus. We the workers/owners of the company always want to know about our customers feedback of product, we sometime want to know the improvement of which we can make, and because of this we try to focus more on what we can improve on that one product and less focus on the other. this can be bad for business Costly To get our business out there in the business world and to get more consumers advertisement is the best way to go, and this can be costly. 3. National Family Planning Board The National Family Planning Board builds customers satisfaction by satisfying them with contraceptives and sexual health information. Our Marge Ropers build relationship with our people by organizing counselling sessions (one on one), they deal with confidentiality when it comes to the young ladies/ gentle men. And because of our high level of confidentiality this make the people more comfortable with the counselors. For information and for awareness we try to advertise on social mead, television and on our buses. Advertising is costly since you'll have to pay for studio time, equipment etc. Even though it is costly it benefits us/ our country in the long run. Contraceptives helps to prevent STD, STI, Pregnancy and HIV.

Evaluate the benefits and costs of a marketing orientation for a selected organization 1. Explain two advantages of marketing orientation. More focused Production. This means customers will experience more satisfaction with the product, which ultimately increases the probability of repeat purchases and brand loyalty. Concentrated strategy. By adopting the marketing concept, companies have all functions aligned with the strategic vision of meeting the needs of customers. Marketers must perform diligent research to uncover needs and convey messages that explain benefits. Production should focus on fine-tuning products to meet the needs of customers. Company leadership must set the tone by making customers the priority. 2. Explain two disadvantages of marketing orientation. Risk of underestimating the market Missing the mark in this process creates a system where a company is using ineffective data in its approach to reaching out to customers. Risk of Underestimating the Customer A global bazaar has increased cheapness across all consumer products. The Internet has created an organization whereby consumers can easily comparison shop, read peer reviews and access consumer reports at the click of the button. To successfully market to this new, highly informed consumer, an approach to market orientation must be flexible and must be quickly altered to meet the ever-changing thought processes and demands of today's savvy shopper. Companies that have established an approach to market orientation but fail to update it as needed run the risk of alienating their customers. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Kentucky Fried Chicken(KFC). Everyone has heard people say how KFC is either great or horrible. Benefits; •You can save money because KFC tends to be cheaper than the alternatives. •You can save time as there is very low or no waiting time for food to be served. •There are many healthy options now so no need to eat fat-filled burgers (zinger) and fries. Disadvantages; •Lower quality foods that are usually caused by a large-scale production process. •More fattening foods that are mainly caused by the lower quality food sources.

1.Explain two advantages of marketing orientation. Customer centric alignment- is a major cultural advantage which emphasizes the need and satisfaction of the customer’s top priorities (Kokemuller,2007). Long-term profitability- Delivering is the key components in long-term profitability which cause the customers to buy in larger volumes (Kokemuller, 2007). 2. Explain two disadvantages of marketing orientation. Risk of underestimating the customer- An approach market orientation must be flexible and must be quickly altered to meet to changing thoughts processes and demands by the consumer (McQuerrey,2012). Dealing with corporate perceptions- Understanding what the customer’s wants and needs is not enough to guarantee a market share in economic environment. Building marketing orientation concept around price and service can be a disadvantage (McQuerrey,2012). 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. The Fidelity Bank on Georgia Atlanta, has benefit from their customers by relationship market for instance each time a customer deposit at the bank for the first time they will receive a gift for the customer to continue depositing their bank even become member of the bank.

1. In your own words explain what is “marketing” Marketing is the process of informing consumers of the products and services that a company may provide. It focuses heavily on product branding and distribution with the aim of increasing the company's profits. 2. The concept of marketing has changed and evolved overtime. One such change is in relationship marketing. Use an example to explain what this means. Marketing has moved from merely focusing on gaining a profit and instead now focuses on relationship marketing which seeks to increase customer loyalty. In the Words of (Kotler et al, 2008), "The goal is to deliver long-term value to customers, and the measures of success are long-term customer satisfaction and retention". An example of relationship marketing is the new practice companies now use of maintaining a database of customer information and sending messages on birthdays and anniversaries. 3. Using your knowledge of marketing concept thoroughly explain the evolution of marketing concept.

The marketing concept basically states that companies should examine the demands of their target groups and based on the results of that examination they should take the necessary steps to ensure that their product delivery outshines that of their competitors.

1. Long - term profitability is basically understanding and delivering what the market place want, and as long as they are loyal to their customer they will ultimately captured the trust of them and build a long term relation which leads to profit.[Neil Kokemuller 2007]. 2.Marketing advantages is by having a good understanding of what is required on the market, they will also have a better concept of how to market effectively. This also gives the advantage of how to clarify their needs of the products.[Neil Kokemuller 2007]. 2. Investment in research - this is a research businesses carried out to understand and anticipate the needs and want of their customer, so eventually this will cause expenses on the business.[Chris Joseph, Studio]. Planning challenges is a strategy that makes it difficult to plan for the future. It can also creates concerns for then business employees to determine the major shift in customer demand in order not to jeopardize the future viability of the business.[Chris Joseph,Studio D] The company I selected is courts.

I am a student of Colbourne College who request your permission to evaluate the benefits and costs of marketing orientation to your company. Firstly, I would like to define what is marketing orientation, this is basically the analysis and evaluation of a firm's marketing approach, for instance activities, aims and results achieved.[Business dictionary.com.h.d.]. This is a very important audit for a company's development and growth,Your company can benefit from this concept of business as it involves marketing advantages,long-term profitability etc.,as this will help to determine the future of the company. However, it can also meet challenges along the way, as you know companies need to do their researches and plan for the satisfaction of their customer. This will be costly for the company especially if the company is not making enough profit,but nevertheless if you stick to the marketing audit I guaranteed your company will improved dispite the obstacles it may encountered.

References: Chris Joseph, Studio D Neil Kokemuller 2007

1)More focus production- " this means customers will have experience more satisfaction with the product(kokemuller et al., 2007)" Long term profitably "companies can turn one-time buyers into repeat customers, with an ultimate goal developing many loyal customers(kokemulleret al., 2007)" these benefits the company because it able to remain viable and successful as long it retains the market concept 2)Constant Change -Chris Joesph say that " abandoning a product or service for which you've spent much time and money developing shortly after its introduction " According to venture republic website" in a product orientation based environment ,attention to meeting a customer might fall strictly under the purview of the marketing department with little involvement from other areas.

1. long-term profitability is basically understanding and delivering what the market place want , as long as they are loyal to their customers they will ultimately captured the trust of them and build a long term relation which will leads to profit.[Neil Kokemuller 2007]. 2.marketing advantages is by having a good understanding of what is required in the market they will have a better concept of how to market effectively . This also gives the advantage of how to clarify their needs of the products. Disadvantages: Investment in research - this is a research businesses carried out to understand and anticipate the needs and want of their customer, so eventually businesses will be in expense. Planning challenges- is a strategy that make it difficult to plan for the future. It can also creates concerns for the business employees to determine the major shift in customer demand in order not to jeopardize the future viability of the business.[Chris Joseph, Studio D]. The company I selected is Courts:

I am a student at Colbourne College who request your permission to evaluate the benefits and costs of marketing orientation to your company.Firstly, marketing orientation is basically the analysis and evaluation of a firm's marketing approach , for instance activities, aims and result achieved.[Business dictionary.com.h.d]. This is a very important audit for a company development and growth. Companies like yours can benefits from the marketing advantages, long term profitability etc.,as this determine the future of the company. However, it can also meet challenges along the way ,as you know companies need to do their researches and plan for the satisfaction of their customer. This will be costly for the company ,especially if your company is not making enough profit, but nevertheless if you stick to the marketing audit I guaranteed your company will improved despite the obstacles it may encountered.

A1:- one major advantage of the marketing orientation is that it provides a good relationship between the business and the customer....the business will query what the customer wants and the work with the best ability to meet the customers request... Another advantage is that it provides a good brand name for the business...apart from meeting the customers need the business also always want to be the best so marketing orientation helps them to promote there name so that they can attract other customers

A2: A major disadvantage of marketing orientation is that it is quite expensive....it cost some business millions annually for marketing orientation...money which could b spend on di lffernt aspect.. another disadvantage is that you can't always meet the needs of you customers.. because this will probably change the whole function of this business or product and thus you will not be able to live up to your end of the deal and please your customers

1.Explain two advantages of marketing orientation. Answer:Advantages of marketing orientation is to have better marketing programs which helps the organization to gain feedback from customers about their needs and wants and also to increase client retention which helps to give the customer faster response to their needs and wants . 2. Explain two disadvantages of marketing orientation. Answer : Disadvantage of marketing orientation is that it can detract from fine tuning products features and it also makes advance planning on products development and product much more difficult. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country.

Answer :KQ Construction is a medium size construction company located in Jamaica .The benefit of marketing orientation in KQ Construction is that it makes the need and want of it customers a primary lead in the decision making,by making the customer need a primary focus KQ Construction develops services that match the needs of the customer.Therefore the customer experience satisfaction with the service received. On the other hand the cost of marketing orientation has it disadvantages .Because of increasing value of there customer base it increases the production cost of the services, for e.g.offering longer warranties on finished construction as a response to the customer demands which required them to have a maintenance staff at hand to repair defects in the construction. This raises the cost level of production.

1. Two advantages of marketing orientations are relationship marketing and customer profitability. Relationship marketing means treating your customers with respect, basically showing them how much you appreciate them. Send the birthday wishes, offer them rewards for being customers of the month, these types of approaches keeps them happy and feeling well appreciative. As for customer profitability these are profits made by each customer. Normally a small amount of customers bring out the highest benefits.(Quarrie,2016) 2. Two disadvantages of marketing orientations are Less Product Differentiation and Lack of Predictability. Less product differentiation means not much difference has been shown among the products. When there’s no diversity between the stocks it becomes unappealing and unattractive. As to Lack of predictability means not much advanced has been made in the business. “Employees need to know what advantages to use in persuasive selling”. (Quarrie,2016) 3. “The world health organizations are persons who help to build a better, healthier future for people all over the world”. Cost and benefits was modeled under eight different intervention scenarios. The first one was in 2006 until a period of 10 years to the end of 2015. There data was adjusted to reflect the end and start dates. The last data available caused all cost and benefits to be discounted to 2005. Some cost impacts were fuel consumption and fuel prices and some benefits were health impacts and health care savings. • In-text: (world health organization, n.d.) Your Bibliography: world health organization, W. (n.d.). [Online] Available at: http://www.who.int/indoorair/publications/summary_household_energy_health_intervention.pdf [Accessed 19 Sep. 2016].

Unit 8: Marketing in Hospitality 1. Explain two advantages of marketing orientation. • Adaptability: The customers choose to adjust an this help to upgrade product an services • Long term Profitability: focusing on the customer needs and wants this will create long term customer relationship an a market for your company 2. Explain two disadvantages of marketing orientation. • Costs : Constant upgrading of the company an ongoing training for new staff • Underestimating the customer: technology today gives the customer a way of comparing goods and services, the company must willing move at a faster paste to meet the customer needs an wants 3. Select a company and then evaluate the benefits and costs of marketing orientation for that Selected company Austin martin (car company): There is no need for large sales staff an the customer has brand loyality

Explain two advantages of marketing orientation? 1. Quarrie (2016) suggests marketing orientation will assist in maintaining great customer relationship due to the interactive connection the business or organization uphold with consumers. 2. Quarrie (2016) suggests Marketing Orientation will allow the customers to be loyal and dedicated buyers because there is a feeling a fulfillment which will be profitable for the business. Explain two disadvantages of marketing orientation 1. Quarrie (2016) Says a disadvantage of marketing orientation is limited to one set of people or products which will hinder the possibility of being diverse and can result in having little or no profit because other companies are catering to the mass. 2. Quarrie (2016) stated a disadvantage of marketing orientation is the time spent on investigating what the customers interest are will hinder them from developing products and leave that space for a company who is innovative to create products with different attributes and potentially earn more customers . Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. The company chosen is Digicel (Go-jamaica.com, 2016) Stated that Digicel as a company was able to garner a large amount of people to participate in their 5k run to support special needs organization amidst other charitable work in the country Jamaica.

1. Two advantages of marketing orientation are: when the company recognize and understand the customer’s needs and is able to satisfy the customer, and when the company builds a good relationship with their customers. 2. Two disadvantages of marketing orientation are: Not recognizing the needs of the customers, and not supplying the customers demand. 3. Select a company and evaluate the benefits and cost for that selected country. The Industrial Gases Limited (IGL) company operation is divided into three business units: domestic Liquefied petroleum gas (LPG), bulk LPG, and industrial and medical gases. The domestic LPG is mostly used in Jamaica’s household they supply LPG in 45kg, 14kg, and 11kg cylinders to households and small business throughout Jamaica .the Bulk LPG supplies about 70% of the Jamaica’s fast food business. They are also the main supplier of the hotel and tourism industry. IGL is the main manufacturer of medical oxygen which they distribute along with nitrous oxide to hospitals, clinics and homes. The IGL gas range from $2000 and up depending on the kg and type. This is therefore an example of how the company is a great benefit to Jamaica. It also provide jobs for the wider public.

AC 1.2 Production focus consumers more develop a product that is more in demand and need of costumers, this means customers are more satisfy with the product which increase purchase and loyalty which improve the business and the market production. (Small business ) Concentrating Strategy companies aligned together to understand and better vision on how to meet the need of customers, to prepare a product which is in demand of customers, advertising promotion of products 2.Disadvange of marketing Orientation is cost, an time consuming

1)according to azentral(2010) making your customers a top priority can be a big advantage in a competitive industry and knowing what customers want not only helps you develop products to suit, it helps you better marketing them persuasively to grow your customer base and sales level. 2)according to azcentral(2014). Spending more time on customer interaction and research can detract from fine-tuning your product and a marketing orientation makes advanced planning on product development much more difficult. 3)i choose mcdonalds.

This company has achieved world fame by constantly monitoring their marketing mix(product, price, promotion, and place) in response to the market.

1. More focused production – Companies will more likely to make products that are needed by the customers by making the needs of the customers a primary focus. This means that customers will be more satisfied with the product, which increases the likelihood of brand loyalty and frequent purchases. Marketing Advantages – When companies have a good understanding of what the wants and needs,they have better ability to market efficiently to them. 2. Risk of underestimating the market – If the mark in the process is missed it creates a system where the company is using ineffective data in its approach to reach out to the customers. Working with wrong data is worst than working with no data at all. Challenges of quickly responding to market changes – New players entering or exiting the market,advances to existing products and an ever changing cost on raw materials,products and services all impact market orientation.

1) More Focused Production - This when you make customers need the main focus. The company will try and keep with the needs of the customers. Concerned Strategy This defines the roles of employees more clearly. Production should focus on fine tuning products to meet the needs of customers 2) Investment Research - market orientation requires heavy investment in the market research so you can understanand. And anianticipate the change need of your customer base. Constant change th -is is where the company change a product or service to keep up with the demands of their customers. And with this constant change this will cost the company to have a frequent change in the internal process and it might put the company at risk of loosing market shares to other competitors.

( www.small business.chron. com)

1. explain two advantages of marketing orientation 1. advantages of marketing orientation are having a good relationship with customers, understanding and vairifying how their products align with needs (Quarrie,2016). 2.when a business build a relationship with customer with the type of products that they demand based on marketing philisophy they build loyalty with customers (Quarrie,2016). disadvantages 1.working on customers demands can take up time , while competitors are able to make more advance decisions and products (Quarrie,2016). 2.lack of predictabity if business places are unable to to keep up with andvange changes ,they run a risk of losing to compeititors (Quarrie,2016). select a company and then evaluate the benefits and cost of marketing orientation for that company. FACEBOOK it cause approximatly $1.50 for every impression when you create an ad from the original facebook page.

with more than 800million users, facebook is d the biggest socialmedia network that internet has.there online marketers cant ignore the potential that the social networking gaint give to businesses (jen williams,2012).

1 Two advantages of marketing orientation are has following: It provide easy decision making and customer satisfaction. It provide easy decision making in the sense that their customers are their main focus. They identify what the customers needs and wants are and provide products that matches their expectation. 2. Two disadvantages of marketing orientation are: constant change within the market and it is expensive. It is expensive because the company would have to conduct a market research to find out what the customers needs are. Change is a disadvantage to market orientation because customers make like one thing today and does not like the next day. Companies will have to adopt to changes within the market to competitive. 3. Marketing orientation has several benefits to a company, it provide customer satisfaction, easy decision making and promote loyal customers, bring repeat business and increase profit level.

1. relationship marketing- this is when you get your customers to fill out surveys about your services and build relationships with your customers.Customer profitability- this is when your customers continue to buy from you and market your product by "word of mouth" to get you new customers. 2. lack of product differentiation meaning products are the same and arent different to others and lack of predictability 3, Digicel (Jamaica) benefits of marketing orientation is to get feedback from customers or random persons to evaluate products or make comparisons with other companies about the same services to better their own cost of marketing orientation is to see where the company is lacking and fix the problem

References: Business dictionary.com.h.d Chris Joseph, Studio Neil Kokemuller, StudioD 2007

Assessment Criteria AC 1.1 1. In your own words explain what is “marketing” Is the process by which a company advertise its product and services and meeting the customer demand 2. The concept of marketing of changed has evolved overtime. One such change is in relationship marketing. Use an example to explain what this means. Relationship orientation : focusing on building customer loyality. 3. Using your knowledge of marketing concept thoroughly explain the evolution of marketing concept. The evolution of marketing concept has evolved an changed over the years due to production orientation, marketing brand, social marketing 4. Select a company and conduct a mini marketing audit for that company. Austin martin (car company) A close look at projected sales, actual sales, returning customer an how to improve sales BIBLIOGRAPHY Boundless.com(2016) L. McQuerrey N. Kokemiller (2017) Brand Quarterly Evolution of Marketing

Tayesha Pearson L5 Marketing Forum :AC 1.2 Lecture :Ms N.Qaurrie 1. The two advantages of marketing orientation are listed below: 1. Customer focus- Customer focus involves appealing to the customers’ needs and desire and making sure the customer is satisfy. Which speak to having a sense of connection with the customers resulting in them being more satisfy, hence the business will become successful. 2. Long-Term Profitability- Comes from consistently satisfying and producing great results, which involves knowing your marketplace and its wants and needs delivering it to the customers. When this objective is achieved the customers want to purchase more products which will results in loyal customers, which will purchase more products more frequently (Kokemulle, 2016). 2 . The two disadvantages of Market Orientation are listed below: 1. Cost- It takes a significant cost to set up a robust market orientation, Investment such as marketing research can come at a high cost to companies. Business will also need to take in consideration ongoing training and product modifications and upgrade (Kokemulle, 2016). 2. Response time – Companies may not be able to respond in timely manner to each customer. Which may result in dissatisfied customers, and can have a negative impact on the business. Response time can also have diverse effects on market change, cost of products and materials. 3. The company I have selected to evaluate the benefits and cost of marketing orientation is Tesco PLC. Tesco plc is multibillion dollar co-operation, Start in the UK in the 1930’s by Jack Cohen. Tesco has now matured in to a one Britain’s largest retailer now over 2,300 stores worldwide. Tesco plc.’s benefits of marketing research are: Long-Term Profitability - Tesco plc. has managed to meet the customers’ demands, and consistently supplying their wants and needs resulting in over £30.81 billion in sales (Salamie et al, 2005). Tesco plc has managed to be customer focus, by making the customer their number one priority, consistently listening to customer’s feedback whether positive or negative. Texco has gone and put in place small groups to engage with the customer and carry out research (UK Essay, 2016). Tesco plc faces the cost of dealing with market changes, market share fluctuations and food crisis. These disadvantages places significant strain on Tesco plc. Forcing them cut prices and reformed the brand (Salamie et al., 2005). Reference Page Kokemulle, N. Advantages of marketing orientation In-text: (Kokemulle, 2016) Your Bibliography: Kokemulle, N. (2016). Advantages of marketing orientation. [online] Available at: http://http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 16 Sep. 2016]. • • Website Salamie, David, Covell and Jeffrey Tesco plc Facts, information, pictures | Encyclopedia.com articles about Tesco plc In-text: (Salamie et al., 2005) Your Bibliography: Salamie, David, Covell, and Jeffrey, (2005). Tesco plc Facts, information, pictures | Encyclopedia.com articles about Tesco plc. [online] Encyclopedia.com. Available at: http://www.encyclopedia.com/topic/Tesco_plc.aspx [Accessed 17 Sep. 2016]. • • Website UK.Essay Marketing /Benefits of marketing approach In-text: (UK.Essay, 2016) Your Bibliography: UK.Essay, (2016). Marketing /Benefits of marketing approach. [online] Available at: https://www.ukessays.com/essays/marketing/benefits-of-marketing-approach-tesco.php [Accessed 17 Sep. 2016].

1). Explain two advantages of marketing orientation. A). Businesses that practice marketing orientation makes the customers needs a primary focus as a results in long-term profitability for the organization. B). Another advantage of market orientation is some business may invest all their capital and effort to design a product which appeals to the younger generation. Eg; Samsung keeps upgrading Samsung Galaxy products. 2). Explain two disadvantages of marketing orientation. A). Companies who have recently established the marketing orientation strategy and fails to adopt to the rapid changes of the market tends to leave the company at a high lost. B). Companies who focuses themselves on branding and pricing and not the customers needs or wants. 3). Select a company and then evaluate the benefits and cost of marketing orientation for the country.

Samsung is a South Korean multinational conglomerate company. It as many subsidiaries that unites under the Samsung umbrella. The company's marketing orientation revolves around the customers needs and demands. The company puts their customers first, after finding customer's needs they implement a marketing strategy and this is based on the marketing research of the organization. This is an ongoing process as markets tend to change rapidly and it's more than just being customer led. Samsung superstars a budget of $126 in programs for building a complete global design. It's marketing strategy implements lifestyle targeting rather than technology targeting. They identify that customers buy goods to meet their lifestyle instead of technology features. Therefore the company positioned it's products as generation X & Y consumers. This was possible due to the effective coordination of the activities of the company geographical assessment.

1. Explain two advantages of marketing orientation. According to Kokemuller (2016) the following are advantages of marketing orientation: More Focused Production-By making customer needs a primary focus, companies will more likely develop products that match up with the needs of the customers. This means customers will experience more satisfaction with the product, which ultimately increases the likelihood of repeat purchases and brand loyalty. Marketing Advantages- When companies have a good understanding of what the market needs or wants, they have better ability to market effectively to them. Marketers research the market well to understand not only what is needed, but how to convey messages that clarify how their products align with those needs. 2. Explain two disadvantages of marketing orientation. Market orientation often requires constant changes. It requires businesses to quickly change direction to keep up with the changing demands of their customers. This could mean you'll have to abandon a product or service for which you've spent much time and money developing shortly after its introduction (Joseph, 2016). Joseph (2016) also stated that a market orientation strategy can make it more difficult to plan for the future. Even the most extensive market research can't always accurately predict what the future holds in terms of customer demands. Instead of taking a proactive and aggressive approach to planning, you might find yourself waiting to see what changes occur before making major business decisions 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Reference Joseph, C. (2016). Disadvantage of Market Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/disadvantage-market-orientation-23294.html [Accessed 19 Sep. 2016]. Kokemuller, N. (2016). The Advantages of Marketing Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 19 Sep. 2016].

Melissa AnnMarie Thompson

9/19/2016 05:40:42 am

Evaluate the benefits and costs of a marketing orientation for a selected organisation Below are questions pertaining to lesson 2. Please ensure to answer each question correctly. 1. Explain two advantages of marketing orientation. According to http://smallbusiness.chron.com/ Customer Satisfaction is an advantage of market orientation as this focus on customer wants and needs. Another advantage is that it gains more in sales and profit. 2. Explain two disadvantages of marketing orientation. A disadvantage of marketing orientation is technological Advance and Product efficiency. According to http://smallbusiness.chron.com/ many companies doesn’t focus on product improvement and doesn’t maximize on the use of technology. Another drawback is the improvement of production process and efficiency. New equipment and production processes emerge and if they are not fast enough to capitalize on this then they will fall behind. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Tastee Patties in Jamaica This company will need to do a Market Research to find out what customer needs are. The Marketing Orientation approach is designed to deliver customers desire, needs and requirements. This means that Tastee will react to what customer wants rather than what Tastee thinks. This will require more time and cost more as time will be spend to capture the customers’ needs and products will be made based on feedback from the customers in that particular country This mean that the wants and needs of these customers will differ from those in another country and this will cost Tastee money to deliver. This type of orientation will build customer loyalty and attract frequent shopping

My work is not late. I attempted to post it last night and it kept giving me an error. I sent the copies of both assignments and a screenshot of the error to Miss. Samuels from 9:30 PM Sunday night. Assessment Criteria AC 1.2 1. Marketing orientation goes hand in hand with marketing concept. Organizations that utilize the concept of marketing orientation realize that it is important to make their products based on the needs of their customers. Two advantages of marketing orientation are ‘Long-term profitability’ and ‘Focused production’. Due to the fact that marketing orientation focuses on the needs of the consumers and then produce their products based on those needs, it is safe to conclude that consumers with continuously purchase the products. The company is giving the customer what they want, hence, sales will increase, the market will expand, and eventually the organization will notice an increasing trend in profits. Now that companies are putting the needs of their customers first, they will have to ensure that they walk-the-walk. In doing so, they ensure that during production special attention is placed on ensuring that what the customer wants is what the customer gets. Therefore, if a census is conducted and the majority of the customers say they prefer the black phones with a larger memory and greater durability. Then the managers need to ensure that during production they focus on creating, fine-tuning and perfecting black phones with larger memory and greater durability. With this kind of focus, your company will always have a market for its products (Kokemuller, n.d.a). 2. On the other hand, companies don’t always benefit from the implementing of marketing orientation. Nothing is perfect, and while the marketing orientation is beneficial, it also has its downsides. Two disadvantages of marketing orientation are ‘Lack of prediction’ and ‘Less product differentiation’. When a company makes their products based on the companys’ perspective everything is more planned, systemized and affordable. However, due to the fact that the customers are the ones who influence the finishing product, there is no telling what to expect. Hence, companies need to ensure that they always have persons in the field, flexible staff and good sales representatives. Often times when companies focus all their attention in one area they tend to neglect another area, hence my second disadvantage. Companies that practice market orientation are most often at a disadvantage when it comes to product differentiation. Companies become sidetracked by focusing all their resources on knowing what the customers want that they end up not putting as much effort in the making of the product. Eventually, this results in low-quality products and excessive profit loss (Kokemuller, n.d.b). 3. Digicel Digicel is a complete communication company that first set its roots in Jamaica in 2001. Since then they have grown from 100,000 customers in one week to 2 million in the 16 years. Over the years Digicel has implemented marketing orientation in its company and as such has become one of the leading telecommunication network in the English-speaking Caribbean (Digicelbusiness.com, n.d.a). First and foremost, they entered the market prepared; they knew about the island, they did their research, they studied the people and they gave the customers what they wanted. Digicel was consistent in the quality and variety of their products; they took the concept of sales, advertisement ad marketing to another level. As a result of this consumers gravitated to them, to their products and everyone wanted to be a part of what they were offering (Digicelgroup.com, n.d.b). References Digicelgroup.com. (n.d.b). About History: Our Story, From 2001 to Today| Digicel Group. [online] Available at: https://www.digicelgroup.com/en/about/history.html [Accessed 19 Sep. 2016]. Digicelbusiness.com. (n.d.a). Company History and Corporate Profile | DigicelBusiness.com (Jamaica). [online] Available at: http://www.digicelbusiness.com/jamaica/en/about/corporate-profile [Accessed 19 Sep. 2016]. Kokemuller, N. (n.d.a). The Advantages of Marketing Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 18 Sep. 2016]. Kokemuller, N. (n.d.b). Advantages & Disadvantages of Market Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-disadvantages-market-orientation-18941.html [Accessed 18 Sep. 2016]. Assessment Criteria AC 1.1 1. Marketing is the method by which a company assesses the needs and demands of its consumers. In return, they create or improve their products, services, and brand to satisfy their customers (Quarrie, 2016).

2. Relationship marketing is the forming of an ongoing relationship with clients and investors (Marketing-schools.org, n.d.). It’s lookin

Jobber, D. (2016). Principles and Practice of Marketing. 4th ed.

1.Marketing orientation result in customer retention, this is when the company or organisation try to obtain as much customers as possible, therefore; the company produce a product that the consumers will love and great customer service. Also marketing orientation result in relationship marketing, which is the customer relation that focus on long-term customer than of short-term customer. It is the loyalty of the customer and the company brand and service. 2.Marketing orientation have disadvantages like time consuming/ it narrows the marketing focus, this means hat spending all the time listening to the customers the company lose focus on the product. Also less product differentiation, this means while the company is paying attention to the customer the product mat lose its distinct features and the competitors will gain an advantage.

3.The Flow Cable company has a lot of benefits like: when a customer is taking out a package for the first time the cost is affordable and cheap, they offer good customer service, and there internet is fast and easily connected. Some of Flow Cable company costs of marketing orientation are: less product differentiation, the channels that they offer is not what every customer wants so it result in lacking of entertainment.

. Explain two advantages of marketing orientation According to Neil Kokemuller, Adaptability is considered to be a significant advantage of marketing orientation. Kokemuller pointed out that when companies have a good understanding of customer’s needs or wants, they have better ability to market effectively to them as well as being readily open to make adjustments to different strategies based on customer feedback. In essence, this will improve service, generate more business and in turn satisfy customers. Kokemuller then further discussed a major cultural advantage of marketing orientation which is Customer-Centric Alignment. This alignment places customers at the center of marketing. It empowers business to develop a strategic mission to target the right customer with the right message. Kokemuller Stated. “If all employees commit to providing what customers want, your business should do better developing quality, well-received” This sure guarantee of customers coming back. 2. Explain two disadvantages of marketing orientation Neil kokemuller explain a high factor that impacts the degree of marketing orientation on company’s success. This factor is cost. Companies who invest strongly in marketing orientation have to endure significant expenditure. To attain the powerful marketing intelligence, accurately target the right market and keep track of competitors, companies have to through in an arm and a leg to reach a sky high price tag which could result in a critical lost. External Influence was pointed out by Kumar, Jones, Venkatesan and Leone as a major disadvantage on marketing orientation. Market oriented companies is affected by a number of dynamic business factors such as limited growth and high competition which may decrease success by providing minimal return on investments. that can impact the level of success companies have with a market orientation. 3. Select a company and then evaluate the benefits and cost of marketing Orientation for that company This report provides relevant information on the assessment of the importance of marketing orientation thinking in the operation of Casa De Shalom Guest House. “Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements, in addition to product functionality and production efficiency (i.e., production orientation)”. (Boundless.com, 2016) According to Investopedia Market orientation can be defined as “a company philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on establishing selling points for existing products, market orientation works in reverse, attempting to tailor products to meet the demands of customers.” Philip Kotler (1977) “added to these ideas when he discussed what he believed it took for an organisation to be market oriented. He suggested that market orientation includes: a consumer centric philosophy, an integrated marketing focused organization, adequate market information, strategic orientation and operational efficiency”. In general Marketing orientation is considered to be the implementation of the marketing concept of providing products and services depending on customer needs and want. (kohli & Jaworski 1990). But Abdul Adis & Jublee (2010) argue that being marketing oriented is much more than placing customers at the heart of every decision the company takes reason being that it may need a complete change in the business culture. Marketing orientation is an organization wide development of marketing intelledence pertaining to customer needs (Kohli and Jowrski, 1990). There is a large body of philosophers dedicated to studying whether marketing orientation has a major impact on the performances of business operation. Marketing orientation in hospitality generally start with the tourist’s and visitor’s needs as the primary focus of business since their reviews and feedback generate more business and success. Casa De Shalom Guest House must first implement strategies to identify these needs, (needs for comfort, peace, relaxation, Luxury and finest quality service) and then aim at satisfying or even exceeding such expectations. This is so because the company’s degree of marketing orientation has a constructive and productive attribute on business operation performances and most importantly, on profit aspect which is the essential view. (Narver &Slater 1990) This goes to prove that Casa De shalom will gain a higher level of distinct advantage over competitors in being more market oriented. The accomplishment of this greater advantage demands the gathering and sharing marketing intelligence, targeting the right market and managing the relationships with guest. References

Academia.edu. (2016). Market Orientation and New Product Performance:

1. Explain two advantages of marketing orientation. Ans: Focused Production-Companies producing more products to suit the customers wants and needs to enable them to feel comfortable and satisfy with the product which ultimately increases the likelihood of repeating the purchase of the product. Concentrated Strategy-Adopting the marketing concept, companies have all functions aligned with the strategic vision of meeting the needs of customers. This being done helps define the role of employees more clearly. 2. Explain two disadvantages of marketing orientation. Risk of underestimating the customers- A global market place had increased competitiveness across all brands. The internet gives customers accessibility where they can compare products and make the purchase of product that is less expensive or within their budget. Companies that established an approach to orientation but fail to update it as needed run the risk of alienating their customers. Risk of underestimating the market- missing the mark in this process creates a system where a company is using effective data in it's approach to reaching out to their customers to make them buy an item from their company. Working with incorrect data is often worst than working with none at all. A company that is not big, lacks research resources in it's department. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country.

Ans: Tesco is the top leading retailer in UK. It manages over a thousand supermarkets, hypermarkets and concurrence store in the United kingdom. Tesco aim is to provide best products for their customers to satisfy their wants and needs. Tesco have secured commercial standing within the global market place winning retailer of the year 2008 at the World's Retail Awards. This can be used marketing campaigns to drive advantage towards the demographic bass for future growth and sustainability.Tesco group have published sails gain of 13% for UK markets and 26% growth in international markets. As a businesses looking for continued expansion Tesco have reserve funds of credit coupled with income derived from properly portfolio development funds. Tesco finance profit levels were impacted through bad debt, credit card arrears and household insurance claim. Tesco position as a price leader in UK markets lead to reduced profit margins in order to relead the key price points on must have commercial items. Whilst current economic conditions suggest Tesco key value massage will succeed there is a weakness in nonessential, mind to high ticket price items which will suffer from the rising cost of living and lower disposal incomes.

1. Explain two advantages of marketing orientation. Answer: Two advantages are: a) Customer- Centric Alignment- This requires top management emphasizing the needs and satisfaction of customers as top priorities. If employees meets the needs of the customers then your business will do better and starts to gain profit. b) Adaptability- This is where a company immediately gravitates to feedback from customers. This helps to improve service but also makes product or service adjustment generally desired by customers. 2. Explain two disadvantages of marketing orientation. Answer: Two disadvantages are: a) Consumer wants can change quickly and maybe hard to keep up with need- meaning a business might produce a product or service for consumers and then later on the consumers change their minds and no longer interested in that product or service, hence the business to be loosing. b) Hard to achieve product differentiate and stands out from competition- meaning businesses will be selling the same products so it will be hard to stay in competition with other companies. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Answer Samsung is a multinational business headquartered in Samsung Town, Seoul in South Korean. Samsung was founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into ares, including the food processing, textiles, insurance, retails and security. Based on the marketing research after finding out the needs and wants of the customer, Samsung entered the electronic industry and as the market continuously changing it has been growing successfully over the years. The Samsung business has a great relationship with its' customers, it has availability of resources and it faces competition pretty well. Samsung targets for all age groups, they understands customers perceptions the product and make improvements, they attract customers through what their electronic devices offers and how it benefits customers.

Samsung invest in promotional cost, business and sale force promotions and public relations.

LEARNING OUTCOME ONE: Understand the Concept and Process of Marketing Assessment Criteria AC 1.2 Unit 4 Evaluate the benefits and costs of a marketing orientation for a selected organization. Ques 1: Explain two advantages of marketing orientation Two advantages of marketing orientation are: i) More focused production – This is making customers needs a primary focus, companies will more likely develop products that match up with the need of the customers. This means customers will experience more satisfaction with the product, which ultimately increases the likelihood of repeat purchases and brand loyalty. With an ongoing customer focus, companies can also make adjustments overtime and will look to the market to guide product improvements and upgrades (Kokemuller, 2016). ii) Concentrated Strategy – By adopting the marketing concept, companies have all functions aligned with strategic vision of meeting the needs of the customers. This helps define the role of employees more clearly (Kokemuller, 2016). Ques 2: Explain two disadvantages of marketing orientation. Two disadvantages of Marketing orientation are: i) Challenges of quickly responding to market changes- Markets that rapidly have just as great impact on a company’s market orientation strategy as educated consumers. New players entering or exiting the market, advances to existing products and an ever-changing cost of raw materials, products and services all impact market orientation. Following an established market orientation and failing to take new external factors into consideration can put a company at a disadvantage (McQuerrey, 2016). ii)Dealing with Corporate Perceptions – Understanding what the customer wants and needs is not enough to guarantee in today’s economic environment. Branding a corporate perception has grown to be just as important in the minds of consumers as price and quality. Building a marketing orientation concept around price and service alone puts a company at a disadvantage. All factors related to corporate perception must be calculated to ensure a solid, functioning and effective approach to market orientation (McQuerrey, 2016). Ques 3: Select a company and then evaluate the benefits and costs of marketing orientation for the selected company. Digicel is a mobile phone network provider covering parts of Oceania, Central America, and the Caribbean regions. The company is owned by Irishman Denis O’Brien which is located in Bermuda, and based in Jamaica (Anon,2016). According to BusinessDictionary.com (2016), marketing orientation is a business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of customers. Digicel in this case benefits from this approach as this company responds to what customers want and need. Hence, Digicel benefits from decisions made based on customers’ needs and wants instead of what they think is right for the customers. Some of the benefits of market oriented approach are: - Customer Centric – This process responds to the importance of customers wants and needs as marketing orientation is that the business is built on addressing the needs of those that are served. Organizations spend significant time researching to get the best understanding of what works and doesn’t work with existing offerings (Kokemuller, 2016). - Competitive advantage – According to Kokemuller (2016), Making customers a top priority can be a big advantage in a competitive industry. Knowing what customers want not only helps Digicel develop products to suit but also helps to better market them persuasively to grow customers base and sales level (Kokemuller, 2016). According to Anon (2015), some of the costs of marketing orientation are: - Promotional costs – 1. Advertising cost 2. Sales promotion co i consumer promotion ii trade promotion iii business and sales force promotion 3. Marketing research costs which takes care of design, labeling packaging packaging costs, outsourcing cost and discounts provided to distributors. Digicel is a large company that grows tremendously. This so because they spend a lot on ensuring they have the best products that will suit the customers’ needs and wants. Though the cost maybe high, digicel will continue to benefit as once the needs and wants of customers are met then through advertising sales and marketing research cost digicel will become more marketable and be able to maintain good customers relationship. Reference Kokemuller, N. (2016). The Advantages of Marketing Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 18 Sep. 2016].

McQuerrey, L. (2016). The Disadvantages of Market Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818

1.1. Customer Retention is a term that describes the practices employed by businesses to promote customer satisfaction and reduce customer loss Quarrie(2016). Customer profitability can be described as the difference between the revenue earned and the cost associated with customer or customers over a time period Quarrie(2016). 2. Constant Change 'Market orientation often requires businesses to quickly change direction to keep up with the changing demands of their customers. This could mean you'll have to abandon a product or service for which you've spent much time and money developing shortly after its introduction. You might also have to frequently change your internal processes, which creates additional challenges for your staff. If you're unable to keep up, you run the risk of losing market share to more nimble competitors' (Joseph) http://smallbusiness.chron.com/disadvantage-market-orientation-23294.html. Investment in Research 'A market orientation strategy typically requires a heavy investment in market research just so you can understand and anticipate the changing needs of your customer base. If yours is a small company that does not have the in-house expertise or manpower, this likely means you'll have to hire the services of an independent market research firm. While this might pay dividends in the long run, it still represents an upfront business expense' (Joseph) http://smallbusiness.chron.com/disadvantage-market-orientation-23294.html

Assessment Criteria AC 1.2 Evaluate the benefits and costs of a marketing orientation for a selected organisation Below are questions and answers pertaining to lesson 2. Please ensure to answer each question correctly. 1. Explain two advantages of marketing orientation. Answer A- When the companies are familiar with the desires of the market they will find the urge to market to them. Answer B- A company with marketing will focus mainly on understanding and agreeing that the marketing concepts will put the customers’ needs and wants first so as to make them happy. 2. Explain two disadvantages of marketing orientation. Answer A- Companies that makes a step to market orientation and do not do so have underestimated their customers. Answer B- If there is a challenge of responding quickly to marketing changes they can create a picture that they are not reliable. >>>http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Answer: “ ACER” The benefits- Acer aims to mind share by engaging consumers in ongoing conversations and interactions. They launch the Acer-a-day Giveaway so as to give to Facebook fans. >>>http://wwwimages.adobe.com/content/dam/Adobe/en/customer-success/pdfs/acer-case-study.pdf *Helped to increase overall social media impressions by 4,400%. *Increase US Facebook fans by 10 times. *Achieved over 1.2 million unique visits to the page. COST of marketing >>>https://studyacer.com/question/cost-volume-profit-analysis-114966 They purchased 2,000,000 units of materials They spent 1,610,000 for direct labor

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1. Customer satisfaction According to Quarrie (2016), 'When a business builds a relationship with customers by supplying them with the types of products that they demand based on the marketing orientation philosophy then customers will experience customer satisfaction'. B. Customer retention refers to the producers taken by companies and organizations to attain more customers as possible (Querrie, 2016) 2.Risk of Underestimating the Customer 'A global marketplace has increased competitiveness across all consumer brands. The Internet has created a system whereby consumers can easily comparison shop, read peer reviews and access consumer reports at the click of the button. To effectively market to this new, highly informed consumer, an approach to market orientation must be flexible and must be quickly altered to meet the ever-changing thought processes and demands of today's savvy shopper' (McQuerrey) http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html accessed September 18, 2016 b. Planning Challenges

'A market orientation strategy can make it more difficult to plan for the future. Even the most extensive market research can't always accurately predict what the future holds in terms of customer demands. Instead of taking a proactive and aggressive approach to planning, you might find yourself waiting to see what changes occur before making major business decisions' (Joesph) http://smallbusiness.chron.com/disadvantage-market-orientation-23294.html accessed September 18, 2016

1. Customer Retention is a term that describes the practices employed by businesses to promote customer satisfaction and reduce customer loss (Quarrie,2016). B. Customer profitability can be described as the difference between the revenue earned and the cost associated with customer or customers over a time period (Quarrie,2016). 2. Constant Change'Market orientation often requires businesses to quickly change direction to keep up with the changing demands of their customers. This could mean you'll have to abandon a product or service for which you've spent much time and money developing shortly after its introduction. You might also have to frequently change your internal processes, which creates additional challenges for your staff. If you're unable to keep up, you run the risk of losing market share to more nimble competitors' (Joseph) http://smallbusiness.chron.com/disadvantage-market-orientation-23294.html.

B. Investment in Research'A market orientation strategy typically requires a heavy investment in market research just soyou can understand and anticipate the changing needs of your customer base. If yours is a small company that does not have the in-house expertise or manpower, this likely means you'll have to hire the services of an independent market research firm. While this might pay dividends in the long run, it still represents an upfront business expense' (Joseph) http://smallbusiness.chron.com/disadvantage-market-orientation-23294.htm

(1) Marketing orientation has many advantages in the business sector. it has positively impacted on businesses for form ones both short and the long run.developing a marketing orientation for ones business at an early stage helps to improves on business performances,also to improve sales and profit.marketing orientation has more effects on profit than it has on sales, due to the fact that this concept focuses on the customers rentation rather than acquisition. (2) Lack of predictability is a disadvantage of customer orientation research has shown that it has impacted on businesses by making ''advanced planning on product much more difficult (your business.a2central.com).''

less production definition is another disadvantage of marketing orientation. research has shown that ''spending more time on customer interaction and research can detract from fine-tuning your product features. having a product differentiation strategy is more difficult with marketing orientation (your business .a2central.com).''

Unit 4: Marketing Principles Name: Sandra Morrison-Berry Date: Fall 2016 LEARNER OUTCOME ONE: Understand the Concept and Process of Marketing Assessment Criteria AC 1.2 Evaluate the benefits and costs of a marketing orientation for a selected organisation Below are questions pertaining to Lesson 1. Please ensure to answer each question correctly. 1. Explain two advantages of marketing orientation. Marketing orientation is finding out the needs and wants of customers and making sure they are met. Two advantages of marketing orientation according to (Smallbusiness.chron.com, n.d.), are: focusing on the development of production to match up with the needs of the people. For eg. Digicel use to sell phones with only one sim slot, the people wanted a dual sim phone hence the distribution of BLU phones. Another advantage is long-term profitability; this is the result of increased market orientation and meeting the needs of customers. This will turn one-time buyers into repeat customers, customers are more loyal and this will result in success for the company. 2. Explain two disadvantages of marketing orientation. Two disadvantages of marketing orientation are: Extensive market research, this research will have to be done to find the best way to satisfy the customers, this takes time and money. Also according to (Anon, n.d.) the dynamic nature of market place is another disadvantage, after a while the product become obsolete, today’s products become tomorrow’s throwaways. 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected company. The main purpose of taking on marketing orientation is to build and maintain competitive advantage (Anon, n.d.). Doing an overview of the company Berry & Berry Cosmetics and Fragrances, where they sell a wide array of perfumes, body splash, lotions, body wash and gels. The company’s sale started to fall drastically. A SWOT analyses was conducted by the marketing manager, who found out that the needs and wants of the customers were not met. They wanted better product, long lasting fragrance. One of the main suppliers of their products was the Chinese market, these products were cheaper yet they were not of good quality. The company then invested in The Bath and Body Fragrances which saw an all time success. Product was a little more expensive but the customers loved it and keep coming back for more. Benefits deriving out of that for Berry & Berry Cosmetics and Fragrances were: (i) Berry & Berry put customers’ needs and want first. (ii) Customers benefitted because they got what they wanted (iii) Sales increase which resulted in more revenue (iv) The company had a competitive advantage Evaluating the cost of the marketing strategy that Berry & Berry used were: (i) They had to employ someone to do the market research (ii) They had to pay more for the product from Bath and Body Fragrances (iii) The customers had to pay a higher price for the quality of goods they were getting As (Uniassignment.com, 2016) sated, Phillip Kotler said “customer will exchange what they value (money) only if their needs are met”. Reference Page Smallbusiness.chron.com. (n.d.). The Advantages of Marketing Orientation. [online] Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 20 Sep. 2016]. Anon, (n.d.). [online] Available at: https://iqnglobal.files.wordpress.com/2016/01/diploma-in-marketing.pdf [Accessed 20 Sep. 2016]. Uniassignment.com. (2016). The Chartered Institute Of Marketing Marketing Essay. [online] Available at: http://www.uniassignment.com/essay-samples/marketing/the-chartered-institute-of-marketing-marketing-essay.php [Accessed 21 Sep. 2016].

1.technology advances, this quickly upgrades products with quality features which will get more responses and able company to provides good quality to customers which is a advantage. 2. Product efficiency, keeps up with improvement of production and enable new equipment. Putting to!e and effort into the company improves strong profit which is a advantage. 2. Explain two disadvantage of marketing orientation 1. Challenge of quickly responding to market changes for in shan't rapidly changes in the market have a impact on a company orientation strategy keeping up with the trend company fails to take new external factors into consideration which is a disadvantage. 2. Risk if understanding the customer due to a highly effectively market company has to approach the market orientation flexible and should act quickly to meet every changing demand if fails to keep up to date with service could lead to risking loosing customers which could be a disadvantage.

3. Coco cola, in Jamaica marketing strategy runs with the trend where buy one get one free to sell their coke as a promotion because Jamaicans like freeness so the uses the catch to sell there product cost wise its reasonable otherwise cheap. The company was evolving in business due to its marketing orientation.

1. Explain two advantages of marketing orientation. Two advantages of marketing orientation are a concentrated strategy, and long term profitability. By adopting the marketing concept of marketing orientation, a concentrated strategy can be developed wherein customer needs are at the forefront of the company's priorities. Market research and feasibility studies are done in order to find out exactly what the customer wants and customize production in order to meet these customer needs. Customer feedback should be seriously considered by production managers at all times, and they must constantly reinforce the fact that the customer is the main priority. Long term profitability can be derived from marketing orientation because after marketing orientation, the organization is better able to understand and deliver what the marketplace wants. When an organization able to satisfy a customer and build customer loyalty, these loyal customers will continuously purchase and will be willing to pay a higher price for the product (McQuerrey, n.d.). 2. Explain two disadvantages of marketing orientation. Two disadvantages of marketing orientation are the risk of underestimating the market, and the challenge of quickly responding to market changes. The risk of underestimating the market can be greatly detrimental to an organization, and if companies fail to update their marketing orientation to one that accommodates todays hyper aware and super informed consumer, then it will not meet customer expectations and not exceed. Quickly responding to market changes can be difficult for a company to do, especially in today’s society where consumer trends and preferences are constantly changing. Failing to put external factors such as costs of raw materials, products and services can cause a company to fail (Kokemuller, n.d.). 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected country. Tutti Frutti Jamaica can greatly benefit from a marketing orientation because of the nature of the business. A self-serve frozen yogurt business can appeal to all kinds of customers, therefore a marketing orientation focusing specifically on customer needs is very important. Customers who enter this business need to feel wanted, like they are comfortable in the environment, especially seeing that self-serve yogurt is a foreign concept and is very new to Jamaica, market and customer research has to be very accurate. The benefits of an marketing orientation to this company are long term customer loyalty, which is important for a unique business such as this. However, because of the ever changing customer needs and wants, marketing orientations may cost the company because of the change in cost of production, research and production. References Kokemuller, N. (n.d.). The Advantages of Marketing Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/advantages-marketing-orientation-20975.html [Accessed 20 Sep. 2016]. McQuerrey, L. (n.d.). The Disadvantages of Market Orientation. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 21 Sep. 2016]

Understand the Concept and Process of Marketing Evaluate the benefits and costs of a marketing orientation for a selected organization 1. Explain two advantages of marketing orientation.  More Focused Production By making customer needs a primary focus, companies will more likely develop products that match up with the needs of the customers. This means customers will experience more satisfaction with the product, which ultimately increases the likelihood of repeat purchases and brand loyalty. With an ongoing customer focus, companies can also make adjustments over time and will look to the market to guide product improvements and upgrades.  Long-Term Profitability Consistently understanding and delivering what the marketplace wants leads to long-term profitability. Companies can turn one-time buyers into repeat customers, with an ultimate goal of developing many loyal customers. Loyal customers buy more frequently and in larger volumes. 2. Explain two disadvantages of marketing orientation.  Risk of Underestimating the Market A successful approach to market orientation involves a systematic approach to researching customer behavior. Missing the mark in this process creates a system where a company is using ineffective data in its approach to reaching out to customers. Working with wrong data is often worse than working with no data at all. In short, a company that is very small, lacks research resources, or has high segmentation between its departments is at a disadvantage when it comes to establishing market orientation.  Dealing with Corporate Perceptions Understanding what the customer wants and needs is not enough to guarantee a market share in today's economic environment. Branding and corporate perception has grown to be just as important in the minds of consumers as price and quality. Building a marketing orientation concept around price and service alone puts a company at a disadvantage. All factors related to corporate perception must be calculated to ensure a solid, functioning and effective approach to market orientation 3. Select a company and then evaluate the benefits and costs of marketing orientation for that selected company. Sainsbury’s company Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements. Sainsbury’s can develop products based on either product oriented approach or a marketing oriented approach. The marketing oriented approach means Sainsbury’s reacts to what customers want. Marketing orientation is the best orientation Sainsbury’s can adopt because Market orientation has the benefits of focusing and meeting the stated or hidden needs or wants of customers; or it express a marketing perception which put the customer’s needs in the core of all firm’s activities. Therefore, Sainsbury’s benefits from decisions based on customers’ needs and wants rather than what Sainsbury’s thinks is right for the customers. In general, organizations follow market approach because market oriented approach brings some benefits and costs to Sainsbury’s. Further benefits of market oriented approaches are: this process is customer centric and Sainsbury’s gives importance on the customers’ demands and needs; Sainsbury’s reacts with customer demand, this process helps Sainsbury’s to create buyer value that increase customer loyalty and frequent shopping; as Sainsbury develops products and services that gives competitiveness over its competitors. A marketing orientated approach means that McDonalds must spend to develop what customers want, and the decisions are taken accordingly to the information based on customers ‘needs and wants, rather than what the business thinks is convenient for the customer. McDonald’s market – orientated approach needs investment in the right products or service as customers require more variety and better quality. For that reason, the businesses need to invest constantly in marketing and be more sensitive to their customers and market needs otherwise they will lose sales to their competitors.

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