Btech Case

ever to understand exactly what is marketing, we can look through these four definitions:

_ Marketing is a process, anticipates and supplies customer requirements efficiently and profitably (BBP Professional Education, 2004)

_ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others (Kotler, 1994)

_ Marketing involves the business understanding the needs and wants of customers and adapting the operations to deliver the right goods and services more efficiently and effectively than its competitors (BBP Professional Education, 2004)

_ Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer (Taylor, 2004)

One thing in common of these 4 definitions is that they mention marketing as an exchange of goods or benefits to satisfy the customer's needs and wants. Beside it there are some differences between their ideas. CIM considered marketing as a process of anticipates and supplies customer requirements efficiently and profitably. While Kotler mentioned marketing as how individuals and groups do to achieve their goals by creating, offering and exchanging products of value with others. Marketing also involves the business of understanding the needs and wants of customers than supplies the rights goods and services than its competitors. This definition also mentions about the competitors who will compete with you in the market. Taylor said that marketing is not only about providing products, it is about changing benefits to the changing needs and demands of the customers. It means that both company and customer will have benefit. With company its benefit is the increasing in sales and with customer it is the satisfaction of their needs and wants. In conclusion, marketing can be identified as a process of satisfy customers needs and wants by produce and exchange the right products and services, at the right time and right place to have profit for both company and customer.

1b. Identify the main characteristics of a marketing orientated organization for your organization

Nowadays, marketing orientation becomes a popular orientation of many companies in the world such as Apple, Microsoft and it can be used for VMEPH too. There are many characteristics of a marketing orientation organization that will shoot our company. Firstly, because of researching what customers need and want and also have specific plans so their products tailored to the need and want of the customer. Furthermore, in a competitive environment marketing orientation