We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Marketing Orientation - Essay Example

Comments (0) Cite this document
Summary to essay on topic "Marketing Orientation"
Market orientation is becoming more and more important for companies to garner and maintain client relationships. Market orientations in large sized organizations are very common and now, even for SME companies such surveys and studies are being conducted…
Download full paper
Polish This Essay
Marketing Orientation
Read TextPreview

Extract of essay "Marketing Orientation"

Download file "Marketing Orientation" to see previous pages... Both the methods are commonly employed. In this paper, we will employ the Narver and Slater methods to establish the scale for market orientation. Though both the said scales have their own advantages and disadvantages, the Narver and Slater scale has specific specialties to match the needs of a large organization.
Let us write or edit the essay on your topic "Marketing Orientation" with a personal 20% discount.. Try it now
In the course of the study, the method will be employed for studying the McDonald's Restaurant chain which is very common and the questionnaire suggested by Narver and Slater was used to check the market orientation of this company.
Market orientation of a firm has been found to have a strong and positive link with the performance of the company by a number of researchers (Matsuno, Mentzer and Ozsomer, 2002). There are also other research outcomes which are not in favor of such positive link (Han, Kim and Srivastava, 1998). A similar study of the same nature on small sized companies and retailers indicate that the retailers are more customer oriented compared to the small companies. Overall, though there are disputable claims on the market orientation on the performance of the company and the extent to which they are related, the counter claims do no augur well with the results that have been obtained in the field over a period of time. With a large economic growth and integration over the last decade, the effectiveness of the market orientation has been more pronounced on the performance of the company. Therefore, a number of methods have been evolved in order to measure the market orientation and to correlate performance vis--vis market orientation.

Measuring Market Orientation
Market orientation is measured using a number of methods. The works of Deshpande (1993) and that of Wrenn (1997) have helped in evolving a framework for the purpose. Market orientation, according to Narver and Slater (1990), comprises of three dimensions, viz., customer orientation, competitor orientation and inter-functional coordination. While the suggestion of Kohli and Jarowski on Market orientation looked at a complete process of the company and the impact of market orientation on the entire process. If the impact on every one of the processes is gauged then the same can be the metric for market orientation.

The method suggested by Narver and Slater has been adopted in this paper. This divides the entire framework of measurement into three dimensions. A questionnaire has been suggested by the researchers that comprises of fourteen different questions primarily grouped under the three heads already cited. The method employs a seven factor scale that will help in judging the size of the orientation by summing the response for every one of the identified factors. This works as a perception of the person on the specific factor and the company's orientation as viewed by the customer or the employ or the vendor. This provides for a 360 degree rating of the company in the prescribed matter.

Sample Organization and its market orientation
The organization taken into consideration is the McDonalds, the restaurant chain in the US and the World. McDonalds has changed its approach to the market and its market orientation is pretty high; particularly, because of its service oriented nature. This has made the company respond to the needs of the clients much more swiftly than some of the other companies that are not ...Download file "Marketing Orientation" to see next pagesRead More
Cite this document "Marketing Orientation"
  • APA
  • MLA
(“Marketing Orientation Essay Example | Topics and Well Written Essays - 1500 words”, n.d.)
Marketing Orientation Essay Example | Topics and Well Written Essays - 1500 words. Retrieved from https://studentshare.org/miscellaneous/1511797-marketing-orientation
(Marketing Orientation Essay Example | Topics and Well Written Essays - 1500 Words)
Marketing Orientation Essay Example | Topics and Well Written Essays - 1500 Words. https://studentshare.org/miscellaneous/1511797-marketing-orientation.
“Marketing Orientation Essay Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.org/miscellaneous/1511797-marketing-orientation.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Market Orientation
Thus market orientation is the organization-wide generation of market intelligence, dissemination of its intelligence across departments, and organization-wide responses to it (Meek et al. 2007; p.34). Marketing orientation provides organizations with the opportunities to engage in activities aligned towards developing an understanding of customers’ needs and future expectations; these activities also assist in understanding the factors that could affect customers’ needs.
2 Pages(500 words)Essay
What do you Understand by Terms Marketing and Marketing Orientation
What do you understand by terms marketing and marketing orientation? Marketing Marketing may be described as a bundle of management skills and resources, often referred to as marketing capabilities. These capabilities allow a business to understand, develop and maintain exchange relationships with individual, groups, organizations in order to reach the objective of the organization.
3 Pages(750 words)Essay
Marketing Oriented Approach
The failure to respond aptly to market changes has led many renowned firms, including Circuit City, out of business (Kumar et al., 2011). Hence, it has become increasingly important for business managers to make themselves abreast of the various orientations that a company can adopt in line with its business strategy in order to compete successfully in today’s corporate rat race.
4 Pages(1000 words)Essay
Explain the marketing concept and discuss what it means for an organisation to have a marketing orientation, using examples t
Marketing is therefore a concept that most major organization use for purposes of meeting their objectives. Take for example coca cola. As a marketing strategy, coca cola decided to be one of the financiers of the 2010 world cup that was held in South Africa (Boone, 2012).
6 Pages(1500 words)Essay
An Exercise in Market Orientation
Firms may be characterized by a combination of the three but it is predominantly of one type. Beyond Petroleum (BP) Corporation, a multinational oil producer, is analyzed and is shown to contain the characteristics of a market oriented firm. When man began to accumulate surplus of a resource but developed scarcity of another, trade was born.
9 Pages(2250 words)Essay
The five marketing orientation
Despite the differences among business in the global landscape the marketing profession is able to categorized firms into five categories. These categories provide a conceptual idea of what the company is dedicated too and what is its market orientation.
2 Pages(500 words)Essay
Entrepreneurial Orientation and Marketing Orientation
In a study involving the interaction with a group of 153 high-tech CEOs, first surveyed in 1998 and again subsequently surveyed early in 2001, it was observed that both pro-activeness and innovativeness were weakly positively related to employment growth and innovativeness was positively related to turnover growth.
12 Pages(3000 words)Essay
Marketing concept and marketing orientation
For an organisation to have a marketing orientation, it means it has concentrate on delivering goods that meet the needs and wants of the target market (Almquist, 2014). This is pivotal for a
4 Pages(1000 words)Essay
Market Orientation in Business
The time we  live in can be characterized by not only a high level of globalization, dramatic environmental situation, and global economic crises, but also an extremely competitive market.  As a result of a high level of competition, both big companies and small enterprises need to develop and then implement the most effective marketing strategies.
9 Pages(2250 words)Essay
Marketing Orientation Concepts
Marketing is one of the most widely explored business disciplines. Traditionally, marketing has been perceived as a transactional activity involving at least two people or groups of people. Every party gives up something valuable in exchange for another item of value. Since marketing activities result in exchanges, it constitutes a vital element.
10 Pages(2500 words)Essay
Let us find you another Essay on topic Marketing Orientation for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us