Marketing oriented

Market Oriented
is a term to describe a company that is driven by a desire to completely understand the markets it operates in and the people who decide whether or not to buys its products or services.
completely understand the markets it operates in and the people who decide whether or not to buy its products or services
Marketing oriented is a term used to describe a company that is driven by a desire to ?
Marketing concept
Planning and coordinating all company activities around satisfying customer needs
Effective means to attain and sustain a competitive advantage and achieve company objectives
Requires Consistent focus by personnel in all departments and at all levels
Planning and coordinating all company activities around satisfying customer needs
Marketing concept is an action that involves
developed economy, dimensions of performance
How does being marketing oriented pay?
Good for its shareholders: Pays dividends in a ?
Good for the company: Has a positive effect on various ?
competitive, economic conditions, interia
Factors that Mediate a Firm’s Market Orientation
? conditions
Different levels of ? across industries or countries
Strategic ?
Intelligence Generation
Intelligence Dissemination
Responsiveness
Kohli & Jaworski
defined market orientation as “the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it.”
dissemination of market intelligence
Customer Orientation
Competitor Orientation
Interfunctional Coordination
Narver and Slater (1990) defined market orientation as “the organization culture that most effectively and efficient creates the necessary behaviors for the creation of superior value for buyers and, thus, continuous superior performance for the business.”

organization culture creates the necessary behaviors in creating value

functional performance, customers needs, product features, product benefits
Prodution orientation vs Marketing orientation

Company sells what it can make; primary focus on ? and cost
Company makes what it can sell;; primary focus on ?and market opportunities

Product line
Product orientation: narrow
Market orientation: broad

Research
Technical Research: Product improvement and cost cutting
MArket research identifying new opportunities and apply new technology to satisfy needs

Packing
Protection for the product; minimize cost
Designed for customer cenvenice; a promotional product

Credit
A necessary evil minimize bad debt losses
A customer service; a tool to attract customers

Promotion
Emphasis on ?, quality and price
Emphasis on ? to satisfy customer needs or solve problems