AskEssays.com - Discover essay samples

Marketing Orientation

4.9 of 5.0 (187 reviews)

Contains
475 words
Category
Other

Marketing Orientation page 1
Marketing Orientation page 2
Marketing Orientation page 3
The above thumbnails are of reduced quality. To view the work in full quality, click download.

Marketing Orientation


Introduction

' Change is recognised as endemic and adaption considered to be the Darwinian

condition for survival. Changing needs present potential market opportunities

which drive the company. '

( Jobber. D. 1995. Page 7.)



Marketers have recognised that marketing is a human activity, which facilitates the aim, of satisfying the needs and wants of consumers through an exchange process. The market concept then consists of recognising and creating consumers' needs and wants , which then creates a potential market opportunity, which consequently aims to satisfy this need. Market orientation, however, takes a broader view, McNamara defines it as :

' a philosophy of business management, based upon a company-wide acceptance of the need

for customer orientation, profit orientation, and recognition of the important roles of marketing in communicating the needs of the market to all major corporate departments. '

(as quoted in Kohli.A.K. & Jaworski. B.J.1990.page 3.)



Consequently, market orientation is seen to mean 'the implementation of the marketing concept'.









A brief outline of market orientation.



Kotler (1994) discusses four business philosophies or orientations toward the marketplace. The production concept states that consumers will purchase those products which are available in the greatest quantity and at the lowest cost to them. Little product differentiation is apparent at this stage. The product concept states that consumers will favour goods that are superior to others in quality or features. The selling concept shifts the emphasis from the product to aggressive selling and promotions. Closing the sale is the goal of this orientation. The selling concept is often characterised by an increase in the size of the sales force Finally, the marketing concept eschews the notion that the most important element in business philosophy is either the production capability or capacity or aggressive sales. Instead, this concept focuses on the needs and wants, both present and future, of potential customers. Kotler offers further clarification: selling focuses on the needs of the seller; marketing on the needs of the buyer.

Kohli and Jaworski (1990) recognise three actionable elements of the marketing concept: (a) intelligence generation; (b) intelligence dissemination; and (c) responsiveness. Intelligence generation consists of demand assessment, examination of external factors, competitors, and customer needs. This phase also includes co-ordination of the data gathered. Intelligence dissemination involves sharing the data secured in the generation phase. In this process, both formal and informal communication are desirable as is accessibility.

Responsiveness to the market intelligence gathered and disseminated is perhaps the most crucial step of the process in moving towards a marketing concept. In some ways, it may be a simpler activity to collect and share information than it is to ...

You are currently seeing 50% of this paper.

You're seeing 475 words of 949.

Keywords: marketing orientation example, marketing orientation definition, marketing orientation pdf, marketing orientation era, marketing orientation concepts, marketing orientation types, marketing orientation is a marketing strategy that involves, marketing orientation stage

Similar essays


Education In Developing Countr

Education can be defined as all forms of human learning or more narrowly as the process that occurs in specialized institutions called ?schools?. It is unquestionably the most important form of human resource development, economists have agreed to the idea that education has an important role on economic growth. In many developing countries, ther...

1 reviews
Download
Gender 2

GENDER Gender can be defined as the sex-role that a person takes on according to guidelines or standards instilled in us by society. One can be a male or female biologically, but still be perceived as the opposite sex due to the way one may think or present him self or her self. Whether or not we are born with certain biological traits d...

123 reviews
Download
Anselm's Ontological Argument And The Philosophers

Saint Anselm of Aosta, Bec, and Canterbury, perhaps during a moment of enlightenment or starvation-induced hallucination, succeeded in formulating an argument for God's existence which has been debated for almost a thousand years. It shows no sign of going away soon. It is an argument based solely on reason, distinguishing it from other arguments...

38 reviews
Download
Gambling is good for our commu

In recent years, gambling has become one of hottest political issues in Canada. The word "gaming" is the term preferred by the gambling industry over "gambling". Both words refer to the same kinds of activities in Canada which include lotteries, casinos, charitable gaming and pari-mutuel wagering such as horse racing. The gambling industry a...

85 reviews
Download
Charter Schools

Book Title: Adolescence ' The Survival Guide for Parents And Teenagers Authors: Elizabeth Fenwick and Dr. Tony Smith Publisher: DK Publishing, Inc. This book is exactly what it says it is ' a Guidebook or Manual for both parents and teens that offers insight and advice on a wide range of adolescent developmental concerns. Organized into convenient...

106 reviews
Download
Atsisiųsti šį darbą