Research Paper on:
IBM Systems and Technology Marketing

Unformatted Sample Text from the Research Paper:
audience perceptions and seek to stimulate or influence a purchase decision on favor of the firm, either immediately or over the long term. In some instances the firms marketing may  need to create a market, in others they may be seeking to attract new purchasers, to attract other firms customers or to support and reinforce existing purchase habits (Kotler, 2003;  Hooley et al, 2003). For a large company such as IBM, and one of its main business unit such as IBM Systems and Technology there needs to be marketing which  is effective, and it may be argued that the success it is at least partly due to the marketing orientation that is adopted. The marketing orientation can be compared  to a sales orientation, and product orientation, which indicate the area of focus for the development of strategies and the way that the strategy is put into place. In the  past IBM focused on products, with first mover advantages and innovation, so could be seen as a product oriented company during the first half of the twentieth century, then there  was a focus on sales, with the desire to increase sales and broader scope, it was after the market changed and IBM had to recover from losses that the firm  may be argued as becoming one that was more marketing oriented. The firm certainly undertakes extensive market, but to assess the degree to which marketing orientation is present. 2. The  marketing environment and SWOT analyses The strengths of the marketing strategy are reflective of the overall strategy, the firm faced difficulties and refocused its business ion services, today the firm  has different division which are highly integrated and benefits competitively from the ability to develop and sell highly integrated packed supported by the company structure. This has meant that there