DISCUSSION Body Shop is marketing orientation organization in 30 years.Critically assess the extent to which I consider Body Shop to be a truly marketing oriented organization throughout its 30 years history . It seemed body shop had achieved cause-related marketing as an opportunity to enhance their corporate reputation, raised brand awareness, increased customer loyalty and built sales.It's corporate values were composed of five core values. The first one was to oppose animal testing. The opposing animal testing for both cosmetic products and ingredients began in 1976 years.In the 1980 year and 1990 year, who successfully campaigned with animal protection groups to change the UK and European laws to support the development products were tried on human volunteers. Along with the development of technology testing had played a leading role to protect the rights of both human and animals . The second one was to support community trade, it initiated the trade not aid objective of creating trade to help people in the third world utilizing their resources to their own needs. This reflects communities needed a fair price for natural ingredients who purchased from these often marginalized countries. The third one was to activate self esteem. Women were the main customers and employees in the body shop. The fourth one was to defend human rights. The body shop had long campaign on human rights, highlighting abuses and increasing the global awareness of issues by making full use of the geographic advantages of their shops and supporting other human rights organizations. The last one was protect our plant. In 2001 year, huge campaign against global warming was hosted by the body shop and green peace, who advocated the use of recyclable source and materials (Adrian, P. 2012). Although profits were an essential element of long run survival in body shop and it was likely to be overall corporate and marketing objectives, but body shop seemed more to be required level of profits rather than profit that there were many other objectives, which might pursue through its pricing strategies . For example, if body shop wanted to maximize market share or simply survive, a different set of prices would be delivered than if the objectives were to maximize profits. Hence, body shop ought to see viewpoint the marketing side of pricing and it ought not to see viewpoint the production / supply side of pricing if it was a truly marketing oriented organization. The key inputs for body shop to make pricing decision whether it was marketing oriented or productive / supply oriented included production objectives or marketing objectives, demand or supply numbers were considered cost or sale price and competitors or clients consideration factors, such as beauty skin care products in competitive markets demand, i.e. To decide the price whether customers are willing and able to pay is a major consideration in the selection of pricing strategies and levels of demands . Hence, body shop ought to consider demand numbers, it ought not consider production / supply numbers if it was a truly marketing oriented organization. For example, since most of the body shop's factories were still located in the UK, where wages and salaries were much higher than in Asia, so UK itself sale product prices were higher than that from Asia itself sale product prices.