Marketing Orientation - 6794 Words

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,†¦show more content†¦C. The Concept of Exchange The concept of exchange means that people give up something in order to receive something that they would rather have. 1. The usual medium of exchange is money. Exchange can also be through barter or trade of items or services. 2. Five conditions must be satisfied for an exchange to take place: There must be at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party. Exchange may not take place even if all of these conditions exist, but these conditions are necessary for exchange to be possible. 2 Describe four marketing management philosophies II. Marketing Management Philosophies Four competing philosophies strongly influence an organization’s marketing activities. These philosophies are commonly referred to as production, sales, marketing, and societal orientations. A. Production Orientation The production orientation focuses on internal capabilities of the firm rather than on the desires and needs of the marketplace. The firm is concerned with what it does best, based on its resources and experience, rather than with what consumers want.Show MoreRelatedMarketing Orientation1208 Words   |  5 PagesThere have been many studies of the term ‘marketing orientation’, and its presence within organisations. Marketing orientation is an approach that companies take which centres its activities towards achieving customer satisfaction through effective marketing. It is where customers form the basis of an organisations performance and overall success. In order to achieve successful marketing orientation, a company must organise an effective structure through planning its activities, products and servicesRead MoreMarketing Orientation And Product Orientation1479 Words   |  6 Pagesthe economy era full challenge, marketing theory and practice are accelerating the p ace of innovation. Marketing not only has widely exploited in the economy and society field, but also more and more enterprises constantly innovate new performance, new competitive, new brilliance in unprecedented enthusiasm. Therefore, diverse strategies are adopted by most firms to discover and meet the needs and desires of its customers (Jobber Fahy, 2009). Marketing orientation is one of the most successful strategiesRead MoreMarketing Orientation : Marketing And Marketing1450 Words   |  6 PagesA wide range of companies today prefer to adopt the marketing orientated approach to sell their new products rather than using product orientation before.In fact,marketing orientation also helps such companies to earn more profits in the long time.According to Jobber and Ellis Chadwick (2013),marketing orientation focuses on customers need as the primary drivers of organizational performance.However,this is not always the case.Product orientation still be used by some senior executiv es and this methodRead MoreMarketing Orientation3214 Words   |  13 PagesIndex Abstract: 2 Market orientation: 2 Benefits of market orientation 3 Barriers to marketing orientation 5 Market orientation concept for new business: 6 Effects of market orientation on the existing business: 7 Mass marketing: 8 Role of mass marketing in developing tactical action programmes 8 Advantages of Mass Marketing: 9 Limitations of mass marketing 9 Market Segmentation: 9 Advantages of Market segmentation 11 DisadvantagesRead MoreMarketing : Marketing Orientation Of Boots3697 Words   |  15 PagesEXECUTIVE SUMMARY: Marketing is the process of selling of goods and services to the real customers. We conduct an assignment based on marketing orientation of Boots. The assignment consists of four parts. The first part discusses the basic concept and the method of marketing orientation of Boots. Then second part represents the various treatments of segmentation, positioning and targeting. The third part consists of the marketing mix and its basic components. And the last part discusses about theRead MoreMarketing and Customer Orientation1614 Words   |  7 Pagesâ€Å"customer orientation† for an organisation in the context of the marketing mix. Please discuss two elements of the marketing mix and illustrate your answer with examples of products or brands of your choice. This essay is for discussing customer orientation and analysis how customer orientation works. During this essay, I will show you what is customer orientation and compare it with other different orientations. In addition, I will talk about marketing mix in customer-orientedRead MoreMarket Orientation And Relationship Marketing1345 Words   |  6 PagesIntroduction Recently interest in marketing area increase tremendously and this interest has deeply happened because ‘marketing’ term became popular and development rapidly (Esteban et al., 2002). In this review the focus is on two areas of marketing which are market orientation and relationship marketing. Market orientation is a mean for constructing relationship and communication knowledge with customers in terms of satisfying customers and make them loyal (Balarabe, Gambo kk, 2014). On the otherRead MoreImportance of Marketing Concept and Practice of Marketing Orientation1578 Words   |  7 PagesMARKETING STRATEGIES FOR ENHANCED CUSTOMER SATISFACTON AT BIGWAYS LIMITED 1.0 Introduction Bigways Limited is a manufacturing and distributing company of a unique pesticide that no other company manufactures in the whole of East Africa and has been operating in Kenya for the last six years. The company’s smallest package size of their products is 5kg, and they open for business from Monday to Friday between 9am to 4pm with a one hour lunch break. Additionally, the employees of Bigways have beenRead MoreMarketing Orientation Has Evolved And Shifted1486 Words   |  6 PagesOver the years, marketing orientation has evolved and shifted. At first, when the production concept was found, firms were primarily production-orientated meaning they were more focused on the production, manufacturing, and efficiency issues than the customers [4]. The orientation assumes that consumers will favour products that offer the most quality, performance and features and that the organisation s objectives will be most readily achieved by a concentration on these [5]. Narrow product lines Read MoreThe Applicability of the Five Marketing Orientations to Avon Operations1073 Words   |  5 PagesThe applicability of the five marketing orientations to Avon operations: Production Orientation focuses on the efficiency and quality of production, with little emphasis on marketing. Avon’s core competency is providing low cost beauty care products to individual customers via direct sales. Their edge over other beauty care companies is the variety and quality of their products. Avon’s cost savings come from decreased infrastructure as they do not maintain many actual stores and the savings derived