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The Market Orientated Firm To: XXX Company Ltd From: XXX Marketing Consultants Subject: Marketing Orientation Date: 19/12/2003 1.0 Introduction In understanding what it is to be a marketing orientated firm; firstly a business needs to know what marketing is. According to the UK's Chartered institute of Marketing (CIM): 'Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (CIM1) ' Marketing is the only process that goes hand in hand with the company strategy and is integrated in all functions and departments of the firm. People tend to think marketing is about advertising, promotion and ultimately selling. Marketing is a strategic function that is more complex than this. Its main focus is in bringing the consumer, products or a particular service they need, where they want them, and at affordable prices, with all the information needed to make an informed choice. These decisions are reached through a structured process of planning. Sales and marketing...

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