The document discusses the evolution of marketing from a production orientation to a sales orientation to today's market orientation. It outlines key elements of modern marketing, including identifying customer needs and segments, gaining competitive advantages, and aligning all business processes to achieve marketing objectives and maximize performance. Finally, it notes some criticisms of marketing and questions whether its benefits outweigh the costs in different contexts over time.

1. CL4 Language and Culture for Business Prof. Peter Cullen Moduel V B2 Marketing www.cl4englishlistening.wordpress.com

4. The Object and Evolution of Marketing Studies These three management orientations all hold that management and product choice must be based on internal factors – what the company WANTS to do and what the company KNOWS HOW to do. They all favour production and R&D. The marketing concept begins with an analysis of what the company CAN do (given careful market analysis) and what the company MUST do (given market externalities) in order to decide the best strategy for taking advantage of the distinct abilities of the company with respect to the relationship of its business culture and the expectations of the stakeholders .

14. The Object and Evolution of Marketing Studies The 6 C’s Change Client Consensus Capacity Commitment Competition