Chapter 1 part b

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Certainly, here's a reformatted version:

**C1: Marketing Strategy**

In the realm of marketing strategy, we delve into:

**Marketing Essence:**

- It's all about addressing customer needs and desires.

- Crucial for achieving success in the field.

**Target Market:**

- Identifying those who can and will make purchases.

**The Marketing Mix (4 Ps):**

- Product, Price, Place, Promotion.

**Scope of Marketing:**

- Engaged by individuals and organizations alike.

- Encompasses B2C, B2B, and C2C contexts.

- Social media integration in marketing and communication.

**Stakeholder Impact:**

- Affects numerous parties.

**Four Marketing Orientations:**

1. **Product Orientation:**
 - Focus on product innovation.

- Limited concern for customer alignment.

2. **Sales Orientation:**

- Maximizing sales volume.

- Less emphasis on customer desires.

3. **Market Orientation (common among successful firms):**

- Thorough consumer research.

- Tailoring products to customer needs.

4. **Value-Based Orientation:**

- Exchange of value.

- Strategies encompass:

- Sharing customer and competitor insights.

- Balancing customer benefits and costs.

- Utilizing technology and engaging via social and mobile media (CRM).

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