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Should every company use a marketing orientation

Assignment Help Marketing Management
Reference no: EM131833759

Case Study: JetBlue: Delighting Customers and Bringing Humanity Back to Air Travel

Marketing Concept/Orientation: Four Parts

- Well-defined target market

- Customer orientation focus on customer needs and wants

- Marketing activities and customer focus must be integrated throughout the organization and not just in marketing function

- Long-run profit maximization is achieved through customer satisfaction

- Tasks?

 -Problems?

- Using the four parts of the Marketing Concept, provide evidence that Jet Blue is following a marketing orientation.

- How do they deliver customer value? How do they engage customers?

- How would you contrast Jet Blues orientation with the orientation of most airlines?

- Should every company use a marketing orientation? In what situations do the other orientations make sense?

- With increased competition today, how can Jet Blue continue to be competitive?

Reference no: EM131833759

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