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Marketing Orientation and Product Orientation - Assignment Example

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This work called "Marketing Orientation and Product Orientation" describes a wide perspective vision of marketing strategy. The author outlines developing a strategy that will meet customers’ demands, positive and negative aspects of marketing and product orientation.  …
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Marketing Orientation and Product Orientation
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Download file to see previous pages According to Time, 2015, a business with product orientation does not pay close attention to the needs of its customers and is focused primarily on making the maximum number of products. If customers are dissatisfied with their product, a business with a production orientation is more likely to look for a new set of customers than to alter its product.
On a separate strategy, product orientation is used by firm on the assumption that as long as the product is of a high standard, people would buy. (Boundless, 2015). Under this strategy, management concentrates on developing high-quality products that can be sold at the right price, and not giving considerable attention to what customers really need and like.
As differentiated from product orientation, market orientation strategy is all about the consumers. Market-oriented companies respond to marketing research and tailor their products in accordance with what they perceive to be the demands of the market.
A business with a marketing orientation is essentially led by the needs of its customers. Marketing research outcomes determine how much of a product is produced--old products may be discontinued and new products invented based on the needs or desires of consumers.
When companies have a good understanding of what the market needs or wants, they have a better ability to market effectively to them. Marketers research the market well to understand not only what is needed, but how to convey messages that clarify how their products align with those needs. Familiarity with the market allows marketers to build emotionally impacting appeals into ads and generate more business.
A successful approach to market orientation involves a systematic approach to researching customer behavior. Missing the mark in this process creates a system where a company is using ineffective data in its approach to reaching out to customers. Working with the wrong data is often worse than working with no data at all. In short, a company that is very small lacks research resources, or has high segmentation between its departments is at a disadvantage when it comes to establishing market orientation. ...Download file to see next pages Read More
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