Marketing is a fundamental aspect of all businesses, whether they are for-profit or charitable organizations - they will need to carry out marketing research of some nature. It has been described as “the management process responsible for identifying, anticipating and profitably satisfying customer requirements”. (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing-oriented business and the different aspects of the external environment that a smartphone company should be aware of. The points made throughout will be supported by 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 this business it was production oriented (until the 1950s) where the company was concerned with improving its distribution methods, and oriented towards product (until the 1960s) where the company's primary concern was the product rather than customer satisfaction. The idea of ​​a marketing-oriented business was explored by Fahy and Jobber (2012) who agreed that a market-oriented business is one that views its customers and the external environment as a complex part of the business; This type of business will explore different aspects of the external environment and derive from its observations ways to continue trading efficiently and profitably. A marketing-oriented business will also use its findings to help it take advantage of any opportunities in a market and mitigate threats that might be...... middle of paper ......Harlow: PearsonEducation Limited.CHARTERED MARKETING INSTITUTE, http://www.cim.co.uk/marketingplanningtool/intro.aspFAHY, J. AND JOBBER D. (2012). Fundamentals of Marketing. 4th ed. 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