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INTRODUCTION Marketing is one of the vital functions of any organisation. The marketing efforts enables the firm’s products to be visible and desired by customers. Marketing decisions can be made based on certain predefined theories and models, that enable a marketer to make an educated decision (Van Bruggen and Wierenga 2000). The term ‘marketing model’ refers to any diagrammatic, mathematical or tabular representation of information that can provide insights to the user in a logical manner (Lazer 1962). Marketers have been using various marketing models since the end of World War II.
Implications of corporate culture: A manager’s guide to action. Organisational Dynamics, 12(2), pp, 4 – 23 Schein, E.H. (1992). Organizational culture and leadership (2nd ed.). San Francisco, CA: Jossey-Bass Smircich, L. 1983. Concepts of culture and organisational analysis.
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. GRAPH 2.0 Marketing Orientation Marketing as a major function of corporate strategy, developed in the latter period of the last century, as Hannagan states 'The second half of the twentieth century has seen the development of an increasing customer orientationâ€¦ â€¦based on determining the needs and wants of the customers and satisfying them (Hannagan, 2002).' It is this customer orientation of which is the fundamental focus in the marketing process and in becoming marketing orientated; before this organisational strategies stemmed from internal goals such as productivity and sales.