Examples Of Marketing Management Orientations

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Unit No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Unit Title Marketing management – an introduction Marketing environment Marketing with other functional areas of management Market segmentation Market targeting and positioning Product management Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling Public relations Understanding individual consumer behaviour Understanding industrial consumer behaviour Customer satisfaction Customer relationship management Marketing of services Rural marketing Types of marketing research Process of marketing

The IRS Announcement 2002-18 states “these promotional benefits may generally be exchanged for upgraded seating, free travel, discounted travel, travel-related services, or other services or benefits. Inquiries centered on the taxability of frequent flyer miles or other promotional items that are received as the result of business travel and used for personal purposes. There are numerous technical and administrative issues relating to these benefits on which no official guidance has been provided, including issues relating to the timing and valuation of income inclusions and the basis for identifying personal use benefits attributable to business (or official) expenditures versus those attributable to personal expenditures. Because of these unresolved issues, the IRS has not pursued a tax enforcement program with respect to promotional benefits such as frequent flyer miles. Consistent with prior practice, the IRS will not assert that any taxpayer has understated his federal tax liability by reason of the receipt or personal use of frequent flyer miles or other in-kind promotional benefits attributable to the taxpayer’s

It would also ensure that the products are user friendly and will satisfy the consumers’ needs. The company will ensure the products are available, at affordable prices, and maintenance costs are down. The company would use psychographic and demographic strategies to fulfill this.

Production Concept: The production concept is the process of making and distributing the products to the business outlets. Some businesses only focus on its production process rather than the distribution process. The whole production concept consists of quality control of the product, testing and measurement of the product.

Marketing strategies and the resources-A marketing strategy is the foundation of a marketing plan; it integrates an organisation’s marketing objectives, goals, policies and actions.BBQfun’s 3 types of marketing strategies-

After comprehensive research into the beer market specifically focusing on the four beer brands Little Creatures, Heineken, Budweiser and Victoria Bitter, our group propose the introduction of a new product into the Little Creatures product line. Similar to Heineken, we believe Little Creatures would benefit from the introduction of a Bright Ale keg. This line extension would promote bulk buying of Little Creatures beer and expand their cultural persona by encouraging community gatherings. Which is perfectly aligned with the ethos they have built to date. The sharing of what is one of their premium beers would further attract potential customers through this social networking focal point.

We will promote ourselves as an all inclusive active entertainment complex. It will be directed at local businesses and surrounding communities as something for all ages, safe, and socially applicable for entertaining at all levels. We will provide informative information on how leading an active and social lifestyle promotes a quality of life we all strive to enjoy. With quality products and services, we will position our complex on social media, through word of mouth, TV, and radio. Our approach to reach our customers and community will be by direct and indirect marketing using mail, internet, public relations, newspaper, and television. We also support local events, churches, schools, and applicable business

Production concept assumes that customers will want to buy products or services that are easily available and affordable. Hence, management would focus more on production efficiency and distribution of the product. This concept is useful when the demand of a product is higher than its supply. Coca-cola is one of the successful examples of companies that adopt production concept. The company makes Coca-cola can be purchased almost everywhere in a country, either urban area or rural area.

In the marketing world, before releasing a product onto the market a company would carry out research in all spectrums to investigate the targeted audience. Once market research is completed, marketing or advertising is carried out so that the targeted consumers can purchase and the company receives an earned profit from sales. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing, 2009). Marketing strategies need to tick off consumer needs and demand. Companies follow a set of marketing strategies to be able to achieve their set mission goals. Strategies like segmentation, targeting and positioning of the market is used to analyse the

In production concept marketers believe that customers will favor products that are available and in expensive, while Product concept makes marketers believe that products with most quality, features and performance will be favored by the customers. Under production concept, product gets cheap but under product concept, product usually gets expensive.

Every company has a different ideas and philosophies. Under marketing management philosophy there are five concepts.

In recent years, with the economy era full challenge, marketing theory and practice are accelerating the pace of innovation. Marketing not only has widely exploited in the economy and society field, but also more and more enterprises constantly innovate new performance, new competitive, new brilliance in unprecedented enthusiasm. Therefore, diverse strategies are adopted by most firms to discover and meet the needs and desires of its customers (Jobber & Fahy, 2009). Marketing orientation is one of the most successful strategies, such as the Apple company, it put to use and reap significant profit. Some specialists argue that product orientation can be used in all firms, while others debate that marketing orientation is more suitable for all products. However, several obstacles are faced by firms when they intend to move from a product to a marketing orientation. This essay will briefly describe that definition of the marketing orientation and product orientation, examples for some firms use marketing orientation and product orientation respectively as well. Furthermore, it mostly discusses key obstacles for if a firm moves from product to marketing orientation and give some reasonable solutions.

Market orientation is a company philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on establishing selling points for existing products, market orientation works in reverse, attempting to tailor products to meet the demands of customers.

A market orientation requires a firm to redefine the roles of each function within a firm. Narver and Slater (1990) argued that a seller’s creation of each value for buyers is analogous to a symphony orchestra in which the contribution of each subgroup tailored and integrated by a conductor. Thus in addition to traditional activities, marketing should perform a guiding and coordinating role to make sure that the rest of company delivers on customers’ expectations and its promise (Kotler1997). In other words, a market orientation becomes instrumental in coordinating the activities of all departments, with the marketing function playing a pivotal role in success of the firm because everyone is involved in marketing activities. Thus a market orientation forces a firm to restructure its organization system. As inter functionally coordinated function action prevails within a firm and the responsibilities of each function are redefined, the boundaries between each function become blurred.