Marketing Orientations
Market orientation is a business philosophy.
This approach, it focuses on designing and selling goods and services that satisfy customer needs in order to be profitable.
It works in the opposite direction to past marketing strategies-
Product orientation- where the focus was on establishing selling points for existing goods.
Rather than trying to get your customers to like or become aware of the benefits of your products or services.
The main disadvantage with a market orientation approach is lack of innovation.
Types of marketing orientation
Production orientation-
The focus for the business is to reduce costs through mass production.
A production orientated business needs to avoid production efficiency processes which affect product design and quality.
Product Orientation-
Its product’s high quality and functional features make it a superior product.
The problem with this approach is that superiority alone does not sell products; superior products will not sell unless they satisfy consumer wants and needs.
Sales Orientation-
A sales orientated company’s focus is simple; make the product, and then sell it to the target market.
An effective marketing strategy requires market and marketing research, prior to product development and finally an effective promotion strategy.
Market Orientation-
A market oriented company puts the customer at the “heart” of the business.
A market oriented organizationn endeavours to understand customer needs and wants, then implements marketing strategy based on their market research; from product development through to product sales.
As markets continuously chage, market research and product development is an ongoing process for a market orientation company.
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