Perspective Of Marketing Analysis

Marketing. An academic perspective
There are many different definitions of marketing from numerous sources such as; Palmer believes ‘Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably’ (Palmer, 2004: 1). Palmer is saying that marketing is the management which finds out what the customer needs and how they are going to give the customer what they want and also make a profit from it. Palmer is a reliable source as it comes from a book about marketing. Another definition of marketing is; ‘The action or business or promoting and selling products and services, including market research and advertising’ (Oxford dictionary.com). The Oxford dictionary is not as reliable as …show more content…
Riley states that ‘market orientation is when a business reacts to what customers want’ (Riley, 2012). Product orientation is when the business focuses on the product and what they think the customer wants rather than going to the customer directly to ask what they want. Riley believes that ‘product orientation is when the business develops products based on what it is good at making or doing, rather than what the customer wants’ (Riley, 2012). There are a number of differences between marketing orientation and product orientation. The first difference between market orientation and product orientation is that marketing orientation is when a business finds out what the customer wants directly from the customer. Whereas product orientation is when a business focuses mainly on the product and what they think the customer wants rather than going directly to the customer. A product orientated business are completely focused on the product and do not look at the needs of their customers at all and if the product fails instead of changing the product they will look for other customers to market the product to. A market orientated business is mainly focused on the customers and identifies the customers’ needs to find out what they need to do to give to the customers. The main difference between market orientation and product orientation is that a market …show more content…
Lastminute.com are an online business that mainly sells holidays for discounted prices but as they have grown they have started to sell theatre tickets, restaurant bookings, entertainment and experiences for discounted prices. Lastminute.com are an example of good practice because of how successful they are. The reason lastminute.com are very successful is down to the way they market their product to their target market. The marketing techniques used by lastminute.com are television advertisement, social media and e mailing customers. The way that people remember lastminute.com is because of their discounted prices and their slogan which is ‘Love. Living. Lastminute.com’ (lastminute.com). They are also recognised a lot online as they use bright colours to grab the customer’s attention. There has been a rapid growth in technology since lastminute.com first started as a business. To keep up with technology they have now introduced a mobile phone application that the customer can download and book holidays on their mobile phones whenever they want