Answered: What are important considerations for…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Rita has set up a company to manufacture and market GPS tracking systems for cross country runners who like to go on trails in uninhabited areas. A GPS could help if someone gets lost while running on these types of trails. Rita is trying to figure out which approach she will use to bring awareness to her product. She is also trying to understand who her customer would be. She has decided a sales orientation would be best suited for her new product.

Questions

What are important considerations for and against using a sales orientation approach? In your answer discuss what a sales orientation is and why it might or might not work for Rita.
Which orientation do you think would best be suited for this type of product and why? (Explain how this chosen orientation would be beneficial for this business.)

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