Describe and examine the major components of market orientation in relation to the marketing mix, target marketing, relationship marketing and the marketing plan. In doing so, explain and evaluate how the passive concept of the marketing mix adopts a mark

... Describe and examine the major components of market orientation in relation to the marketing mix, target marketing, relationship marketing and the marketing plan. In doing so, explain and evaluate how the passive concept of the marketing mix adopts a market orientation focus. The marketing mix, target marketing, relationship marketing and the marketing plan are the key constituent parts of marketing as a general concept. Any successful company must be market orientated, but not all businesses subscribe as much as they should to this requirement. There are three main components of market orientation - customer orientation, competitor orientation and inter-functional co-ordination. We need to examine each component of marketing orientation and look at how effective the concept of market orientation is in terms of contributing to the success of a business. Market orientation has been characterised as that part of an organisation that requires customer satisfaction to be paramount within the

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