Market Orientated Businesses

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

One of the most important functional areas of a business is marketing. Marketing provides the organization with information,

Cadbury uses market penetration strategies to keep people aware of their brand. They do this all in their current market. They do this by selling more to existing customers, like selling their products in multi-packs. This means that the customers can buy their products in larger quantities and it will encourage them to do so as they can have more of the product instead of buying it individually. They also use product development strategies such as selling new products in an existing market.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

In the article Marketing is Everything, the author Regis McKenna emphasizes the significant of managing strategic marketing. He also highlights that the transformation process of marketing and several important marketing elements that lead originations toward success. First and foremost, McKenna compares two periods of companies. Before technology developed, most companies concentrated on sale or product driven. In other words, during that time, products were displayed as the first priority in corporations rather than being customer oriented. Instead of researching customers’ desires and customizing new products for them, manufacturers and sellers did not pay attention to their customers’ needs and only tried to alter their minds to match products.

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.

Marketing is all about creating a really solid decision, which will lead to more money. In this paper I will give some history of my organization, and explain how each element of marketing affects the organization. In addition I will cover the industry in which the organization resides in.

1a. Give a brief introduction to the organization, covering relevant information such as its origins, the nature of its products or services, its customers, markets and country in which it operates.

The company orientation was initially toward the Product Concept, where it was thought that a good product, with attractive features and correct market placement would attract buyers. Since a better understanding of marketing concepts has been gained through this subject the company will be shifting to the Holistic Marketing Concept as it looks to build brand equity.

Analyzing the competitor’s performance in the Australian market is essential before expanding its stores in the Australian market. The two main competitive advantages for Cadbury chocolates is its wide distribution channel and strong brand equity and customer loyalty. After establishing the retail stores in Australian capital city the concentration of the company should be on promotion and advertisement of chocolates in respective markets. This is necessary to achieve competitive advantage (Bansal 2014).

I believe that ariel are currently implementing the marketing concept. Ariel focuses on the needs and the wants of customers and consumers. The marketing concept is a customer oriented way of marketing, in which the company or organisation listens to the customers and care about the customers. “the customer is always right” is the core belief of the business and they do everything according to this belief. Ariel is a perfect example of this marketing orientation. Ariel focus on providing a quality product for a reasonable price.So it is the best for the customers pocket and for their clothes. Production orientation is the complete opposite. It is where a business focuses on producing a quality product and doesn't aim to please the customer. These businesses feel that if they provide a quality

(1) What marketing orientation or approach does Office Depot appear to be using now? How does Office Depot create value for its customers? Describe two things it could do it move it more toward implementing the marketing concept.

“Marketing is not a function; it is a way of doing business . . . marketing has to be all pervasive, part of everyone's job description, from the receptionist to the board of directors.”

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

The Marketing concepts have evolved a lot since the early ages with different orientations in different stages worldwide. The major focus of the Companies in earlier times were on the production technique thus being able to achieve economies of scale, but it had to be coupled with high demand for the product or service in addition to some certainty that the taste of the customers won’t change rapidly, this was called the “Production orientation”. The production orientation went on until the 50’s, until the suppliers figured out that if their product is of high quality then the consumers would buy and consume it, this was called “product orientation”. During those times “Sales Orientation” also occurred in which the focus of the companies was on maximizing the sales of an already existing product through promotion techniques without taking into consideration the needs