marketing orientation

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Marketing orientation

¡¤ Marketing orientation

¡¤ Identifying customers

¡¤ Market segmentation

¡¤ Identifying and anticipating customer needs

A marketing oriented firm is one that allows the wants and needs of customers and potential customers to drive all the firms strategic decisions. The firms corporate culture is systematically committed to creating customer value. In order to determine customer wants, the company usually needs to conduct marketing research. The marketer expects that this process, if done correctly, will provide the company with a sustainable competitive advantage.

A marketing oriented firm will typically show the following characteristics

¡¤ extensive use of marketing research

¡¤ broad product lines

¡¤ emphasis on a products benefits to customers rather than on product attributes

¡¤ use of product innovation techniques

¡¤ the offering of ancillory services like credit availability, delivery, installation, and warranty

The concept of marketing orientation was developed in the late 160s and early 170s at Harvard University and at a hand-full of foward thinking companies. It relaced the previous sales orientation that was prevelant between the mid 150s and the early 170s, and the production orientation that predominated prior to the mid 150s

Marketing Orientation Sounds Easy; it isn¡¯t

¡¤ Even the ¡°best¡± firms sometimes backslide into a production orientation

¡¤ In today¡¯s highly competitive markets it is often difficult to

o keep up with changing customer needs

o beat aggressive competitors to the punch

o find the right focus -- one that matches the firm¡¯s objectives and resources to market opportunities

o offer customers superior value

consumer or market orientation where firms believe they should only make what they can sell. Consumer orientated firms place great reliance on market research to identify customer requirements. Customer needs drive product development. However what happens if a firm identifies a market opportunity which does not fit its own strengths and core competencies? A modern businessq sees employees¡¯ and managers¡¯ priority to serve the customers or to serve those who serve the customerq prime objective is to add value and in so doing turn out delighted customers

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