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Marketing Orientation - Coursework Example

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This coursework "Marketing Orientation" focuses on the concept of customer-centric marketing. This customer-centric marketing strategy that focuses on the strength of consumer relationship keep consumers in coming back for repeat dealings thus making the business sustainable. …
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Marketing Orientation
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Download file to see previous pages It focuses on knowing the needs and wants of customers and not of the business owner. CCM assumes that identifying the concerns of potential customers would lead to a long business relation. Sale, in the CCM process, is a result of a firm relationship built on listening, and not forcing the buyer to buy. (Hennessy, Bob.2015) Dunkin Donuts, Ernest & Young, banks, insurance and specialty stores are some examples of businesses in CCM.
CCM is linked to both internal and external factors. Internal factors are manageable events that occur within the organization (Mckinney, Paul, 2003). Some of these events are management changes, employee morale, and financial issues. Management changes are developed during the planning process involving the group effort of specialists who work on strategies to reach each customer segment target. This requires the cooperation of employees, changing of management culture, from product-centered to customer-centered, and financial resources needed to modify product attributes to satisfy clients. In creating a CCM, management must provide excellence in service, marketing, and operation. This strategy is a well-rounded approach to reaching the target customer segment.
CCM is also linked to external environmental factors that take place outside of the organization. Environmental factors are also said to be harder to predict and control. (Mckinney, Paul, 2003). Accordingly, some of these features are changes to the economy, threats from competition, socio-economic factors, political factors, government regulations and the industry itself. Threats from competition could be thwarted by knowing who they are. This will allow the business to compare prices and offerings. Understanding customers require research on the socio-economic factors and concerns of the target market as well as its economic ability to meet the expense of buying the product. ...Download file to see next pagesRead More
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