ASSIGNMENT NO 1
INTERNATIONAL MARKETING (MKT 630)
TOPIC: INTERNATIONAL MARKETING ORIENTATION OF FIRMS
To enhance student’s knowledge about various marketing orientations.
Students will be able to comprehend the benefits of adopting specific marketing orientation philosophy.
The choice and application of marketing management orientation depends on management’s interests and preferences. However, it is the basis of all marketing activities and determines how a company will deal with customers, customer needs, the design of products etc., and also how the company will be perceived by society.
Body Shop is a cosmetic company which uses only vegetable based ingredients for its products. It is also against animal testing, supports community trade, activates self-esteem, defends human rights, and overall protection of the planet.
ICON is an online Internet marketing company that attempts to sell consumers any number of different products. The Company endeavors to sell software to consumers and other businesses to meet their needs. These types of companies create products that are based on the assumption that the product will meet the need of the business or individual, whether they have expressed a need for the product or not.
1. Identify and explain in detail marketing philosophy Body Shop is using in its marketing orientation. (5 Marks)
2. Identify and explain marketing philosophy in detail ICON is using in its marketing orientation (5 Marks)