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a. Examine a few definitions ( at least two ) of marketing and explain the marketing process with example drawn from your chosen organisation. b. Explain the various marketing concepts and evaluate the cost and benefits of adopting marketing orientation in your organisation.

THE FLOWER FAMOUSLY worn in her husband’s lapel was Bea Tollman's inspiration for this company’s name. Red Carnation Hotel Collection comprises 14 luxury hotels in countries across the globe. Not only dedicated to providing guests with exceptional service, Tollman’s London-based organisation ensures that its 848 employees are well cared for too.  

Staff can truly blossom in this business, thanks to its many opportunities for personal development. An extensive training programme equips the workforce with a wealth of skills and knowledge relevant to the hospitality industry. In the past year, the company spent almost £250,000 on developing its workforce and employees find their training is of personal benefit, scoring 81%, ranking fourth in our list).  

Following a thorough induction process, employees can continue to develop their skills while working. The hotel group’s own “ambassadors in management’ courses teach valuable leadership skills to those wishing to progress and, with the entire executive team having been promoted internally and all but one of the general managers’ vacancies filled by existing staff,  it is evident that they do. As a result, people feel their jobs are good for personal growth (also 81%). Red Carnation was the first privately owned company in the world to achieve a gold status Investors in People award.  

The hotel group's eco-friendly initiatives include recycling textiles,  and for each ton collected £300 goes to the Starlight Children’s Foundation, which grants wishes to seriously and terminally ill children. Employees say the organisation truly cares about the environment (82%, in 11th place) and does enough to protect it (77%). They also believe it...

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