The Royal Mail Assignment

There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs.

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
By Kotler.

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably -

The Chartered Institute of Marketing (CIM).
The CIM definition (in common with Barwell's definition of the marketing concept) looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention).
The right product, in the right place, at the right time, at the right price -
By Adcock.

This is a snappy and realistic definition that uses McCarthy's Four Ps.
Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends -
By Palmer.

This is a more recent and very realistic definition that looks at matching capabilities with needs.
Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption.
By Bartles

So, the success of ‘Paper Chase Ltd’ is going to be determined by the marketing process which would be able to provide benefits and satisfy needs and wants of both of the ‘Paper Chase Ltd’ and its customers

Question 1.

Enlighten the company on the marketing concept and process, to include a) characteristics of marketing oriented company including structure and culture, b) explain the various elements of the marketing concept, c) access the...