Preview

Marketing Orientation

Powerful Essays
Open Document
Open Document
6781 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing Orientation
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit tChapter 1: An Overview of Marketing

Learning Objectives

1 Define the term "marketing"

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

2 Describe four marketing management philosophies

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. These philosophies are commonly referred to as production, sales, marketing, and societal marketing orientations.
The production orientation focuses on internal efficiency to achieve lower prices for consumers. It assumes that price is the critical variable in the purchase decision.
A sales orientation assumes that buyers resist purchasing items that are not essential and that consumers must be persuaded to buy.
The marketing orientation is based on an understanding that a sale predominantly depends on the customer 's decision to purchase a product and on the customer 's perception of the value of that product. Responsiveness to customer wants is the central focus of the marketing orientation.
The societal marketing orientation holds that the firm should strive to satisfy customer needs and wants while meeting organizational objectives and preserving or enhancing both the individual 's and society 's long-term best interests.

3 Discuss the differences between sales and market orientations Selling Orientation Marketing Orientation
Organization 's focus is inward on the firm 's needs Focus is outward on the wants and preferences of customers
Business is defined by its goods and services offered Business is defined by benefits sought by customers
Product is directed to

You May Also Find These Documents Helpful

  • Powerful Essays

    The main thing behind marketing in a business is finding the customer’s needs and produce the product/ services to satisfy their needs, this way the customer can choose what they would want included in their product/ service. A business that follows this rule is market-orientated.…

    • 1571 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    This paper compares the United States Army's espoused cultural values, as an organization, with its enacted cultural values. First, describing the Army culture. Next addressed is how the Army builds its culture through communications. Finally, this paper examines how the Army had institutionalized organizational conflict. First, look at the organization's culture.…

    • 1012 Words
    • 5 Pages
    Good Essays
  • Good Essays

    George And Lennie

    • 465 Words
    • 2 Pages

    Sometimes desperate times call for desperate measures, as in killing a person who is close to you in order to save them from further danger. In Of Mice and Men by John Steinbeck, two characters, George and Lennie, are best friends. They travel together, and work together. George is faced with a tough decision, and of course he would only do what was best for Lennie. Wouldn’t a friend always do what was best for a friend? George killed Lennie out of mercy, not murder.…

    • 465 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Unit 3 P1

    • 1803 Words
    • 8 Pages

    Marketing is the process of communicating the value of a product or service to customers for the purpose of sales. It is a critical business function for attracting customers. Marketing activities and strategies result in making products available that satisfy customers whilst making profit.…

    • 1803 Words
    • 8 Pages
    Powerful Essays
  • Better Essays

    Overtime, marketing has evolved through sales, production, marketing eras, and the current relationship era. Organizations did not recognize the importance of their customers until the marketing era of the 1950s (American Marketing Association, 2012). Marketing also refers to a companywide customer orientation with a plan of achieving long-run success. The concept is important in today’s market because its’ primarily a buyer’s market, meaning that the buyers can choose from a variety of goods and services. Today marketing centers on the satisfaction of customers and building long-term relationships with those customers.…

    • 1051 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    MKT301 review

    • 3638 Words
    • 15 Pages

    Marketing is an organizational function and a set of processes for: creating, communicating, and delivering value to customers.…

    • 3638 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    SWOT ANALYSIS MCDONALDS

    • 1346 Words
    • 5 Pages

    Marketing orientation develops and performs its production and marketing activities with the needs of the buyer driving it a,this is with the satisfaction of the buyer,market orientation is more about wants and fill them,rather than creating products and selling them. Customers are not price driven here,its more about what fits their needs.…

    • 1346 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    MARKET ORIENTED

    • 394 Words
    • 2 Pages

    Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements, in addition to product functionality and production efficiency to drive the business forward. We want to produce products that support our business strategy while competing in a growing global and competitive market for our customer needs. With the idea of this company becoming more marketing oriented, we as a whole, need to be on the same path in terms of achieving and meeting goals. In order to have a better approach, we should do large marketing researches, consumer surveys, and focus groups with consumers to gain ideas to see what is working well in our market today. We want to have increased consumer retention or in other words, loyal customers. Moving forward with a marketing oriented company, we will be the listening ear to the consumer. We will be able to meet their needs and give them the attention they deserve. This will allow the consumers in trusting us with their future purchases and make it harder for other competitors to gather their attention. Another point that we need to expand on is building a stronger strategic relationship between our company and the consumers. We need to open the doorway for our consumers to be able to tell us what they value and what issues they are having so we can solve them. This strategy will help the consumers see our company in the light of a relationship rather than a vendor. Once the restructure of our firm is complete, we will be more customer-centered and focused on the mission to deliver superior service and products to our…

    • 394 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    “Customer orientation” means an organization, which is running by producing or providing affordable goods or services then making customers satisfying and raise the customer value. “Competitor orientation” is an opposite mode to compare with “customer orientation”, as competitor oriented organization, they paid more attention on what did their competitors do and how to do a better work than their competitors. There’s another orientation called ”marketing orientation”, it is a kind of mode between customer orientation and competitor orientation, not only concern about what their customer need, also care about how to make them more competitive than their competitor, they do keep a balance in both customer orientation and competitor orientation.…

    • 1628 Words
    • 7 Pages
    Better Essays
  • Best Essays

    marketing essay

    • 2552 Words
    • 7 Pages

    Dunnett, L. (2014) Difference Between Market Orientation & Sales Orientation [online] Available from: http://smallbusiness.chron.com/difference-between-market-orientation-sales-orientation-25893.htm [Accessed 9 November]…

    • 2552 Words
    • 7 Pages
    Best Essays
  • Satisfactory Essays

    Marketing

    • 2119 Words
    • 9 Pages

    A marketing orientation is an organizationwide effort that includes all of the following activities except…

    • 2119 Words
    • 9 Pages
    Satisfactory Essays
  • Good Essays

    This week examined the development of language in infants. Though many developmental psychologists do not understand what his true findings indicated, Piaget actually believed that you can have something such as a symbolic system emerging from a sensory motor system. Piaget argued that sensory motor engagement gives an infant the bases in which they can build a symbolic system. This system also includes a rule of engagement that infants use to structure other ways in which they interact with the word. In this interaction, there are three key components: an agent, an action, and an object.…

    • 806 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Rococo

    • 1698 Words
    • 7 Pages

    Goal: To attain economies of scale by producing a limited range of products in form that minimizes production costs. (It doesn’t involve customer satisfaction)…

    • 1698 Words
    • 7 Pages
    Satisfactory Essays
  • Good Essays

    Hilton Hotel

    • 480 Words
    • 2 Pages

    3)Sales dont mean to marketing.Sales cover just selling but marketing process makes the broad strategy.Selling and advertising are only part of larger ‘marketing mix’ marketers purpose satisfying customer needs.…

    • 480 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Walmart

    • 5219 Words
    • 21 Pages

    Q1. Analyze the differences between a marketing orientation and a sales orientation and identify the effects of not considering both in developing a business strategy.…

    • 5219 Words
    • 21 Pages
    Powerful Essays

Related Topics