Discuss, with Reference to Current Authors, What Is Meant by a ‘Marketing Orientation’ and/or a “Marketing Oriented Company.” Illustrate Your Answer with Examples of Products or Brands of Your Choice.

2058 WordsMay 18, 20119 Pages
[pic] Discuss, with reference to current authors, what is meant by a ‘marketing orientation’ and/or a “marketing oriented company.” Illustrate your answer with examples of products or brands of your choice. Within this essay I will discuss what a marketing concept is, how marketing orientation has evolved through the years and the most important, what a marketing orientated company is. Each of us has some sort of idea what marketing is, since we are exposed to marketing every day. We could say that in the past decades we have become victims of marketing, but also its beneficiaries. Every day we see advertisements on television, in the shop, we hear them on the radio, our friends, colleagues at work tell us about amazing new…show more content…
The company's focus is customer-oriented marketing. As Jobber point out “marketing – orientated companies get close to their customers so that they understand their needs and problems.” ( Jobber, 2010, p.5). The organization tries to understand and satisfy the needs of the customers by using appropriate research methods, through marketing research, and then prepare the appropriate products. Puts the customer at the heart of the business. The concept of marketing outlined above, we understand the philosophy of action and tools to implement marketing goals. Firms are spending less time selling what they have and more time defining their customer needs. This means that companies are asking people using various methods - which could include questionnaires, face-to-face interviews and surveys - what they want to buy and what would be more useful to them. Organization need to make sure information from customers is fed back into the heart of the organization. In essence all activities in the organization are based around the customer. The customer is truly a king! In today’s competitive world putting the customer at the heart of the operation is strategically important. Whilst some organizations in certain industries may follow anything other then the market orientation concept, those that follow the market orientation concept have a greater chance of being successful. A successful

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