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Market and Product Orientation

The concept of a specialist marketing function really only developed after the second world war and focused primarily on selling fast-moving consumer goods (FMCGs) such as food and clothing. The success of marketing in helping to create competitive advantage encouraged firms in the service and manufacturing sector to adopt marketing techniques and soon non-profit organisations such as NGOs and the education sector realised the value in terms of their operations as well.

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When you visit the local supermarket to buy a packet of cereal, how many brands and products are on the shelf in front of you? What factors influence your selection?