Marketing Orientation theories appear to be everywhere and failing to deploy a marketing orientation approach for companies is somehow deemed a failure. This report will critically evaluate for Group Lotus PLC (Lotus) the benefits, advantages and disadvantages of marketing orientation, and provide recommendations considering whether this is in correlation with a marketing orientation approach.
Contents
1. Introduction
2. Background of Lotus Cars
3. Marketing Orientation
3.1 Marketing Information Systems
3.2 Segmentation
3.3 Targeting
3.4 Product Positioning, & Value Propositions
3.5 Customer Value Satisfaction
3.6 Branding
3.7 Distribution
3.8 Integrated Marketing Communications
3.9 Measurement
4. Advantages and Disadvantages of Marketing Orientation
5. Recommendations
6. Conclusions
7. Reference List
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