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Purpose of the Assessment This assignment has been designed to allow students the opportunity to explore the underlying importance of marketing and a marketing philosophy within organisations, and to society as a whole Assessment Task It is proposed that the concept of marketing orientation has a number of components: • customer orientation: understanding customers well enough continuously to create superior value for them; • competitor orientation: awareness of the short- and long-term capabilities of competitors; • interfunctional co-ordination: using all company resources to create value for target customers; • organisational culture: linking employee and managerial behaviour to customer satisfaction; • long-term creation of shareholder value: as the overriding business objective.