Answers the question: Why are businesses advised nowadays to have a marketing orientation? (Cases relating to NVidia and the WAP consortium.)

1.Introduction The following document is a response to the coursework assigned in MK207A: Marketing Essentials. It outlines and describes what different orientations (marketing management philosophies) companies can go through and why successful companies end up sticking to the marketing orientation. 1.1.Structure This document will first describe what an orientation is and what major orientations exist. It will then examine the process that companies go through as they adhere to different orientations in their lifespan. …

…they gave their item to etc. (3) Or at least the companies that survive. (4) [Principles] 13 (5) Mainly from [Principles] 15, but also from [Communications] 20 (6) [Principles] from page 13 (7) "[A]ll indicate that the aim is to create an immediate sale or to get the customer to buy now" [Communications] 291 (8) [Principles] 17 (9) [Communications] 20 (10) "The major marketing developments as we enter the new millennium can be summed up in a single theme: connectedness" [Principles] 19 (11) Largely from [Principles 191] (12) [Principles] 573 (13) [Principles] 14 (14) [WAPOff] 4 (15) [WAPOff] 13 (16) [WAPOff] 8