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Marketing Orientation - Introduction to Customer Led Businesses The purpose of a business is to satisfy the needs of its customers. A business that fails to do this in a competitive market will not survive because customers have alternatives - and they will probably go elsewhere. By contrast, businesses that successfully satisfy customer needs create the best opportunities to prosper and grow. Therefore, marketing - the task of designing and delivering products and services that customers value - is perhaps the most important task of management. Marketing Theory - the Need for Customer Orientation It is a fundamental idea of marketing that organisations survive and prosper through meeting the needs and wants of customers. This perspective is commonly known as the "marketing concept". The "marketing concept" is about matching a company's capabilities with customer wants. This matching process takes place in what is called the "marketing environment". Businesses do not undertake marketing...

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