The Benefits and Costs of a Marketing Orientation

The benefits and costs of a marketing orientation for a selected organization is depend on the process of the marketing strategies of the business in which it runs it operation as said by the (Drummond et al. 2012, pp. 94). The Starbucks follows the 4P's function of their marketing strategies and attract its customers. The benefits and costs of marketing orientation for a selected organization are like:

1. With a clear market study, the companies generally do not launch its new product in this target and rigid market system. As in the words of Farahmand (2011, pp. 182), target orientated market's customers does not accept changes in the service and the quality of the product. In this market, drawback of the new products and services are quite accepted by the organization but sometimes new launched products grab the market very well if the status of market is studied very well which has been contradicted by the (Farrell, 2005, pp. 271). So the market study in correct and effective manner is necessary for an organization before planning and launching of the new services and products in targeting market sector.

2. To attract new customers and retain old customers, organization needs to study the status of the current market situation to develop its product and services as told by the (Gabriel et al. 2010, pp.509). A well market study helps an organization to understand the demand and desire of the customers and tries to fulfill their demand and satisfy their customer at their higher level of satisfaction.

3. In the words of Guiltinan, (2010, pp. 52), for the betterment in the development of services and the products of an organization feedback of the customers is required. Hence, for the proper feedback organizations need to collect the feedback from the market to analysis its products and services. For collecting of feedback and improving in the product quality proper market process helps organization to perform and fulfill customers demand and satisfy them.

Task 2

P2.1 Show macro and micro environmental factors which influence marketing decisions

Starbucks has wide range of business activity throughout the global. These activities allow the company to use numerous channels of product distribution. The company operating in many locations worldwide environmental factors play a major role in marketing decisions. Each distribution channel is affected