Assignment Task- Description:
1. Define Marketing. What is marketing process as set out in your text book. Explain the various elements of marketing process.
2. Select an organization of your choice, identify the marketing orientation it focuses on andevaluate the benefits and costs of the marketing orientation for the selected organization
3. The Dunkin' Donut Case:
For more than 50 years, Dunkin' Donuts has offered customers throughout the United States, and around the world, a consistent experience - the same donuts, the same coffee, the same store décor - each time a customer drops in. Although the chain now offers iced coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin' Dawgs in addition to the old standbys, devoted customers argue that it's the coffee that sets Dunkin' Donut apart. To keep customers coming back, the chain still relies on the recipe that founder Bill Rosenberg crafted more than 50 years ago.
The company is so concerned about offering a consistent, high-quality cup of coffee that managers in Dunkin' Donut's "Tree-to-Cup" program monitor the progress of its coffee beans from the farm to the restaurant. The result? Dunkin Donuts sells more cups of offee than any other retailer in the United States - 30 cups a second, nearly one billion ups each year. Building on that success, the company plans to more than triple its current number of stores, amassing 15,000 franchises by the year 2015.
What marketing orientation does Dunkin Donut follow here and why? Give reasons and justification?