Defining Marketing Orientation

Chapter II

What is Marketing Orientation? A marketing orientation is a customer focus

that is embodied in a company's:

– Mission: its very reason for existing

– Strategy: the concrete actions the company must take to achieve its mission

A marketing orientation is vital because it helps your company achieve its mission

When Marketing Orientation begins? It occurs when everyone in the organization is

constantly aware of:

– Who the company's customers are

– What the company's customers want or need

– How the firm can satisfy those customer needs better than its rivals

– How the firm can satisfy customer needs in a way that generates the kind of profits that the company wants to achieve

Where Marketing Orientation ends?

Keys of Building Marketing Orientation

1. Pay Attention to Your Customers

2. Match company offerings to customer needs

Pay Attention to Your CustomerMarketing is a way of understanding and

satisfying the customer

NEEDS NEEDS WANTS WANTS DEMANDS DEMANDS

Customer Needs Customer needs are the underlying force for making

purchasing decisions

Stated

NEEDS

Stated

NEEDS

Real

NEEDS Real

NEEDS

U

nst

ate

d N

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DS

U

nst

ate

d N

EE

DS

DelightNEEDS

Secret

NEEDS

Match Your Offerings to Customer Needs

Goods Services

Experiences

Events

Places

Properties

Organizations

Information

Ideas

Manage Demand

Forms of DEMANDForms of DEMAND

NegativeNegative

UnwholesomeUnwholesome

Overfull Overfull

IncreasingIncreasing

IrregularIrregular

NO DemandNO Demand LatentLatent

Full demandFull demandDeclining Declining

Marketing Approaches (1)

Production Production Product Product Selling Selling

Consumers prefer products that are widely available and inexpensive.

Consumers favor products that offer the most quality, performance, or innovative features.

We have to sell our products aggressively, because consumers won't buy enough of them on their own. T

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High production efficiency, low costs, and mass distribution of products

The design and constant improvement of superior products, with little input from customers

Using a battery of selling and promotional tools to coax consumers into buying

Marketing Approaches (2)

Marketing Marketing Societal marketing Societal marketing

The key to achieving our goals is our ability to be more effective than our rivals in creating, delivering, and communicating value to our target customers. T

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Building social and ethical considerations into marketing practices; balancing profits, consumer satisfaction, and public interest

Target markets, customer needs, coordination of all company functions from the target customer's point of view

Our task is to determine our target customers' needs, wants, and interests—and to satisfy them better than our rivals do, but in ways that preserve or enhance customers' and society's well-being.

Building Marketing Orientation1. Persuade all employees of the need to be

customer-focused

2. Design the right rewards

3. Hire strong marketing talent

4. Develop in-house marketing-training programs

5. Support efforts to restructure the company as a market-centered organization