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Question 'The marketing philosophy should be instilled throughout the organisation'. Discuss this statement and it's implications with reference to an organisation of your choice. Introduction What Is The Marketing Philosophy Kotler (1994) communicates four business philosophies also referred to as orientations towards the marketplace. Firstly the production philosophy states that consumers will purchase those products, which are available in the greatest quantity and at the least possible cost to them. Secondly the product philosophy states that consumers will prefer goods that are superior to others in quality or features. Thirdly the selling philosophy shifts the emphasis from the product to aggressive selling and promotions. Closing the sale is the goal of the organisation. Fourthly and finally, the marketing philosophy rejects the notion that the most central factor in business philosophy is either the production capability or aggressive sales. Instead, this philosophy focuses on the needs and wants, both present and future, of potential customers....

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