PF- Intro, Meth, TOC, Discussion, Conclusion-1

PF- Intro, Meth, TOC, Discussion, Conclusion-1 - To: Dr....

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To: Dr. Blankson From: Aaron Heimbuch Ashley Daniel Chris Nelson Daniel Moore Seina Matsuda Subject: Marketing practices of firms in North Texas: the case of The Potato Factory Date: August 11, 2011
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Having been detailed to research consumer buying behavior we the undersigned ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ Present this report for our attention.
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Table of contents: Introduction Pg. 1 Methodology Pg. 2 Discussion Pg. 3 Conclusion Pg. 6 Appendix Pg. 7
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Methodology: In order to gain information on marketing tactics and strategies a firm is actually pursuing in the marketplace, an interview was held on August 5, 2011 for about an hour with a pair of co-owners of a local SMB (small and medium sized businesses). The SMB in question is a small restaurant with mid-price entrees that offers a sit down and drive-thru dining experience called The Potato Factory. The interview was conducted face to face and was designed to isolate the following factors underpinned market orientation: Top management Interdepartmental Dynamics Organizational Systems Market Orientation Employees Environment Business Performance
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as outlined by Kohli and Jaworski (1990). Using this framework, a set of themes were identified and analyzed in an effort to give insight into the companies constructs. This in turn allowed for a reasonable measurement of the companies market orientation. Introduction: In today’s economy, market orientation is an integral mainstay of the business makeup. Market orientation is broadly defined as the application of the marketing concept, or rather; it’s the application of the idea that meeting customer’s needs, wants, and aspirations is the only way to achieve sales, profits, and reasonable returns on business investments. The marketing concept isn’t a rigid structure that all businesses must follow; it is an organizational belief or philosophy that makes the customer the most important factor when making any decision. Considering the import and necessity of having customers, businesses are constantly attempting to adapt to a dynamic market filled with stochastic patrons. The market for most industries are not thriving on one set of return customers, therefore it is up to the company to not only retain
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loyal clientele, but also to obtain the custom of individuals with the propensity to by their product. In order to do this a company must meet the needs of customers more effectively than their competitors. Given the number of SMEs scattered throughout each and every town in America, it is necessary to gain a grasp on what these companies are doing to gear towards market orientations, and to analyze the factors underpinning their decisions. Top Management:
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This note was uploaded on 08/18/2011 for the course MKTG 3650 taught by Professor Thompson during the Summer '08 term at North Texas.

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PF- Intro, Meth, TOC, Discussion, Conclusion-1 - To: Dr....

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