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Marketing Orientation

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Index

Abstract: 2

Market orientation: 2

Benefits of market orientation 3

Barriers to marketing orientation 5

Market orientation concept for new business: 6

Effects of market orientation on the existing business: 7

Mass marketing: 8

Role of mass marketing in developing tactical action programmes 8

Advantages of Mass Marketing: 9

Limitations of mass marketing 9

Market Segmentation: 9

Advantages of Market segmentation 11

Disadvantages of Market segmentation 11

Mass marketing versus Market segmentation 12

Conclusion: 13

References: 13

Abstract:

The first half of the assignment deals with the adoption of market orientation as a key principle for guiding …show more content…

They identified the tastes and preferences of the

Foreign tourist who visit kerala, south India. They accordingly implemented the plans to help satisfy the needs of the tourists.

• Increased creativity and delivering value to the customers:

The main characteristic feature of a market oriented firm is the extensive research which they use in order to identify the needs of the customers and satisfy them. They give more importance to the customer needs than to the product process. Market oriented organisations give more importance to the highly innovative production techniques and offer services to customers like delivery, warranty, after sales service etc. The immediate and strong response to the marketing intelligence is one of the major benefits of market oriented firms. They target the selected market segments, design the new products and modify the existing products to fulfil the customer needs (Kohli and jaworski, 1990).

• Improved employee commitment to the organisation:

The commitment of the employees increase along with the increase in the market orientation. It also increases the benefits of the employees like psychological and social which the employees spawn from the organisation. This will automatically result in better co-ordination between the employees of various departments which in turn will help the company to achieve its goals and objectives. This in turn will give employee the job satisfaction and commitment

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