Integrative Essay Assignment: Your assignment is to write an integrative essay incorporating the ideas from the three articles we have read so far and Chapter 1 from the custom text. In your essay, you should:
- Discuss the important elements/activities that constitute each orientation.
- Compare and contrast the Marketing Orientation (as discussed in class) with the Market Orientation;and then the Market Orientation with the "Jobs to Be Done" perspective, and the Brand Orientation.
- Describe how the role of the customer, the marketers/marketing department, and market research varies within each orientation/perspective.
- Explain how the concepts from Chapter 1 in the custom text factor into your understanding of these orientations/perspectives.
- Discuss the strengths and weaknesses of each of the articles?
- Identify which orientation, or combination of orientations you think is most likely to lead to success in today's marketplace and be sure to explain why you feel this way.
Your essay should be typed in paragraph format, double-spaced, and organized with subheadings. (Please use APA style headings.) While I have not assigned this prompt before, I expect that you can write a thoughtful, well-written essay in 5-10 pages. However, I will not count off if you need to go beyond this limit as long as it is well-written and relevant to the topics above. Please be sure to write clearly and proofread your paper. You will be graded based on your content and your writing ability. Please remember this is an individual assignment.
Article: 1. Market Orientation: The Construct, Research Propositions, and Managerial Implications (by Ajay K. Kohli & Bernard J. Jaworski)
2. Konw Your Customers Jobs to be done - Is innovation inherently a hit-or-miss endeavor? Not if you understand why customersmake the choice they do. (by Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan)