Assignment on Ben Sherman Case Study

A few years ago I got involved in marketing an expensive brand of vacuum cleaners called Kirby. The product was well designed, of high quality and had many features that were lacking in other leading brands. The marketing strategy used were a combination of selling orientation and product orientation, where the business owners assumed that a sales force would be able to sell the product as long as the right approached was used.

The marketing orientation developed from previously orientations, primarily the production orientation, the product orientation and the selling orientation.

MARKET ORIENTATED APPROACH – When the business is more likely to succeed but it requires more extensive market research as they produce goods and services based on what consumers/customers want. POSITIVE: Meets demand of consumers

| Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests.

This essay will start to explore and define the meaning of customer orientation in depth. The marketing concept and the marketing mix will help discover after what it means to be a customer focused firm. This will occur through the scrutiny of the term in respect to product, price, place and promotion.

* Marketing orientation – Ensuring that you are marketing your design toward the correct audience. This could mean taking into consideration your audience when designing and making sure the design is appropriate.

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.

Four competing philosophies strongly influence an organization’s marketing activities. These philosophies are commonly referred to as production, sales, marketing, and societal orientations.

This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling company’s products.  The organization must, therefore, undertake an aggressive selling and promotion effort.  This concept assumes that consumers typically show buying inertia or resistance and must be coaxed into buying.  It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity.  Their aim is to sell what they make rather than make what the market wants.

A market orientated company is one that organizes its activities, products and services around the needs and requirements of its customers. Burton Snowboards use market orientation because it is Customer focused. Jake Burton creates Burton Snowboards for the love of the sport. He practically invented snowboarding and transforms it to a world-class sport. The company focused in riders for its products developments and always wanting feedbacks from them to satisfy customer's needs and wants.

This approach means discovering, understanding and satisfying expressed customers’ needs and adjusting market offerings to existing customers’ preferences by exploiting adaptive learning about target markets (Bodlaj, Coenders, & Zabkar, 2012; Narver et al., 2004). Expressed needs are those that customers are aware of and solutions to which are expected to be delivered by organizations. Market-driven organizations are adjusting to target markets as their innovative behavior is often inhibited by bureaucratic organizational culture (Narver et al., 2004), where rigid structures, devotion to standard procedures, centralized decision are maintained. Bureaucracy, with its limiting information propagation, stressing job descriptions and formal authority, is said to reduce employees’ awareness and involvement and also discourage their creativity. Hence, a market driven organization would not attempt to reshape customers’ preferences, rather agreeably adapt offerings to the customers’ expressed needs and wants (Jaworski, Kohli, & Sahay,

According to Voon (2006), the organization who has provide services without doing much research through market orientation has less impact on customer satisfaction and customer loyalty as compare to the organizations who provides service-driven market orientation. Another researcher also deduce that the there is always very strong relationship between market orientation and service quality. The company which provides their services to the customers after doing proper market orientation, their performance in the market will improve and the company earns huge reputation among the

services, places, organizations, and ideas. Product can be divided by four different levels such as core product, facilitating products, supporting products and augmented products. As example I chose Apple company and their core product is an IPhone. All of us know that Apple has kind of augmented strategy. Example is their accessibility of the product. Let’s assume my theory. I’m pretty sure that you know at least one person who told you that he or she is going to buy new version of iPhone when it will come to the store. Each year “Apple” produces and develops a new version of IPhone and presents it in autumn. They use limited accessibility in the initial

What is a product oriented approach? Product oriented approach is a business strategy that focuses on its product and on the skills, knowledge and systems that support that product. How about Market Oriented approach in business? Market oriented approach is one that organizes its activities, products and services around the wants and needs of its customers. This paper will focus about the advantages of product oriented approach against market oriented businesses, so here are some points that will convince you to use product oriented strategy than market oriented. First point, A product-oriented approach to business focuses on building a superior product or service, which will pull customers to you

Businesses can develop new products based on either a marketing orientated approach or a product orientated approach. According to Jaworski and Kohli (1993), marketing orientation is ‘the organization-wide generation of market intelligence pertaining to current and