Marketing is a fundamental aspect of all businesses, whether they are profit-making or charitable organisations: they will need to carry out market research of some kind. It has been described as “the management process responsible for identifying, anticipating, and satisfying customer needs profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing-oriented company and the different aspects of the external environment that a smartphone company should be aware of. The points raised will be supported using relevant journals, textbooks and newspaper articles. For a marketing-oriented company, the results of any research will be used primarily to help the company satisfy the needs and wants of its customers; this type of business has become more popular since 1970, whereas before it was production-oriented (until the 1950s), where the company was concerned with improving its distribution methods, and product-oriented (until the 1950s). 60), where the company's main interest was the product rather than customer satisfaction. The idea of ​​a marketing-oriented company was explored by Fahy and Jobber (2012) who agree that a market-oriented company is one that considers its customers and external environment as a complex part of the company ; This type of business will explore different aspects of the external environment and draw from its observations ways in which it can continue to trade effectively and profitably. A marketing-oriented company will also use its findings to exploit any opportunities in a market and to reduce any threats that may be...... middle of paper ...... Harlow: PearsonEducation Limited.CHARTERED INSTITUTE OF MARKETING , http://www.cim.co.uk/marketingplanningtool/intro.aspFAHY, J. AND JOBBER D. (2012). Fundamentals of marketing. 4th edition. McGraw-Hill Educations.THE GUARDIAN, http://www.theguardian.com/business/2014/jan/29/samsung-60-stores-europe-partnership-carphone-warehouse-appleTHE GUARDIAN, http://www.theguardian .com/technology/2013/sep/10/iphone-5s-and-iphone-5c-launch-ios-7-live-mbmKOTLER, P., AND ZALTMAN, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, volume 35, July 1971.NOKIA, http://www.nokia.com/global/about-nokia/about-us/the-nokia-story/POPULATION REFERENCE BUREAU, http://www.prb. org/pdf13/2013-population-data-sheet_eng.pdfSAMSUNG, http://www.samsung.com/us/aboutsamsung/sustainability/sustainabilityreports/download/2013/2013_Sustainability_Report.pdf