The Role of Marketing Orientation - Research Paper Example

When the firm is customer focused it leads to innovation. This is because when the focus of the firm is to satisfy the customers, the employees and the firm together monitors the movements, the needs, and requirements of the customers. When a customer is not satisfied, measures are taken to know why he is not satisfied and correction is made so that his next experience is better and that other customers do not go through the same dissatisfaction (Celuch & Kasouf 2002). For example, if a customer is looking for a particular product in the store and the store doesn’t sell it; employees will make sure that they offer him an alternative product so that he may be a little satisfied with the next best option.

As per Greenley however, the employees will inform the management that a particular product was not available when a customer needed it so the firm will make sure that it stocks that product. Thus the next time this customer comes he will not be disappointed and other customers wanting the same product will also not be disappointed. The moment this product is available in the store, the management will inform that customer about it and may even offer to deliver it at their doorstep so that it may give its customer complete satisfaction.

Can be used when it is easy to keep a tab on the customers, their habits, their purchasing and knowing about them is easy. This can be done in retail stores where there is direct contact with the customers and keeping their record is relatively easy.Competitor focus becomes essential when there is cutthroat competition in the market and where the customers are not that loyal. As per Gatignon & Xuereb.