for wendy woods only

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?

  you need to complete the assignment: the four parts of the Marketing Orientation and the questions that need to be answered.