Concept of Marketing Orientation

The concept of marketing orientation focuses on meeting the demands and satisfaction of customers. It involves developing marketing strategies to improve product quality and meet customer needs. This essay explores the components of marketing orientation, such as customer orientation and competitor orientation, and discusses its implementation in organizations. It also examines sales orientation and product orientation as alternative approaches. Overall, marketing orientation aims to achieve customer satisfaction and financial success.

concept of Marketing orientation

Concept of Marketing Orientation: 1
Table of Contents
Concept of Marketing Orientation.............................................................................................2
Components of Marketing Orientation......................................................................................3
Implementation of Market Orientation in an Organization or Industry:....................................5
Sales Orientation........................................................................................................................6
Product Orientation....................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................7
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Concept of Marketing Orientation: 2
Concept of Marketing Orientation
The market orientation is a concept of business which focuses more on the demand of its
customers in present times. These companies which are market oriented work for the
betterment and satisfaction of their customer rather than wanting each and every customer to
become aware of their products and its services. In this, the companies try and initiate a
marketing strategy plans which always aims and develops more productive goods for the will
of their customers along with the improved quality of their existing products. This is a
positive approach which is adopted by most of the companies in the world to meet the
demands and make it more valuable for their consumers in terms of goods and services
(Bhattarai, Kwong, and Tasavori, 2019).
Such companies are growing in this scenario of such market are developing the skill of
marketing orientation which is highly responsive in working for the customer needs. Taking
the help of various surveys and feedback reports the companies are improving towards the
detection of consumer requirements before the general market and build a strong perspective
of marketing orientation (Dibb, and Stern, 2000). So, this enhances the relationship between
the companies and their customers to get the required information to which will help in
building new ideas. All market oriented companies are achieving multiple advantages for
their organization which will give more outcomes related to financial profits, increases
loyalty and the customer satisfaction with creating new advanced products.
However, the basic goal for every market oriented company is to earn profits with increased
consumer satisfaction (Drummond, & Ensor, 2005). So, the essay will focus on the
discussions that what market orientations is about and is it capable enough for achieving
success in the world of business.
Components of Marketing Orientation
Customer Orientation- The customer oriented company deals in satisfying their own
customers by considering them as an important part of the business. The primary objective in
fulfilling the needs and wants of all the customers is looked after the staff of the company. It
also manages the entire work with the employees support to organise and function as a team
to perform their goals in satisfying and to hold its customers for long term. It has a particular
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perspective towards giving importance to customers and that is why termed as a customer
oriented company. To achieve customer orientation the basic element is too add on more
effective value to raise the products as desired by the customer (Grinstein, 2008).
When it is to improve the concept of customer orientation all the focus should be upon the
elements of expectations and satisfaction of the customers (Luu, 2019). When it becomes
clear to any organisation that what customers are and in what way they are not satisfied with
so further such improvements can be done which contributes towards orientation of
customers (Heaton, 2019).
Competitor Orientation- When an orientation of a business is set up then it initiates while
revealing the strengths and weaknesses relative to its competitors in the market. Such
competitive oriented companies and firms build their strategies in accordance to the
competition affecting the market. It has mainly focused on beating the competition rather
than maximising the profits which can become a problem in the entire business market. This
plays as a strategy tool along with its existence in the scenario of business where it can gain
competitive advantage over the other (How, Lee, and Brown, 2019).
It is an advantage by the competitor orientation approach which helps every such company to
plan and arrange their resources in order to provide customer satisfaction that adds up more
value in their products along with its services (Jasper, Leenders, and O’Shannassy, 2019).
Interfunctional co-ordination – The term relates to the collaboration of many businesses
together or co-operating the employees within the department of any organisation in order to
achieve goals of that such company by analysing the change in the market considering the
competitor and the preference of customers is termed as interfunctional co-ordination.
Inter-functional Co-ordination has advantages for making coordination with each people use
this phenomenon, In this factor a person developing coordination by making orders on other.
This phenomenon explains that people coordinate with each other according to the rules and
policies which are pre-decided in the company.
In this there is an organised form of values and behaviours which signifies the role of social
and psychological environment of a business. This component relates to many complex
identities of people who are working in the same organisation or the company. It depends
upon the interaction between the people of such company where they come up to share
knowledge, the situation where certain changes takes place amongst them positive or
negative, the true aspect in which knowledge is formed and how to share the same knowledge
in different conditions of the business. It represents a number of factors that need to form an
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organised culture including principles and norms of an organisation or company, certain
values, considering beliefs and principles of all organisational members. Therefore, it is the
collective set of action towards which the members understand and react accordingly as in
respect to the ways of thinking and feeling (Laukkanen, Tuominen, Reijonen, & Hirvonen,
2016).
Organisational culture can be further explained in the following categories:
Person culture and market culture- The culture in which horizontal structure is preferred is
known as person culture while the market culture explains the competition in corporate sector
is not only in between two companies but also in between employees (Li, Chen, Li, and
Holland, 2019).
Adaptive culture and Adhocracy culture- The culture which defines about the freedom in
decision making, creating innovative ideas and the ability to express thought of an individual.
In adaptive culture it mainly focuses on changes which happen with the time; Whereas
adhocracy culture relates with implementing new ideas by taking risk, to create an energetic
environment in the organization (Lee, Howe, and Kreiser, 2019).
Power Culture, role culture and hierarchy culture- Every organisation has a leader who
decides the strategy and takes decisions on its own. This culture provides the information
about the job roles of employee for example making reports, presentations; it also helps to
create the structure of operations of an organization.
Task culture and clan culture- It shows dedication of the employees towards their work and
work place which is termed as task culture and clan culture.
Long- term creation of shareholder value- With the developments in the market on large scale
creates competition between companies have increased a lot. By this term importance of
shareholders is explained, for any company shareholder plays a vital role to develop and
grow in a better way as because they invest in the company which generates revenue for that
particular company (Liao, Chang, Wu & Katrichis, 2011). The revenue which is obtained
through shares helps company to maintain its existence in the market. Shareholders plays
major role in market value of company that leads to increase and decrease in the price of
shares as well as reputation of the company, that is so why every company cares about their
shareholders, by providing them rights related to the actions which they may take or
implemented after the approval or satisfaction of major shareholder ( Raju, Lonial, & Crum,
2011).
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Implementation of Market Orientation in an Organization or Industry:
Some of the leading companies around the world like Amazon and Harley-Davidson have a
good approach in present market orientation towards organisation success. Taking example of
Amazon, which is world largest e-commerce company which deals in making changes in
related to their type of products and quality on the basis of prospective customers. Amazon
has a policy of taking frequent feedbacks and reviews from their customers which helps the
company in collecting the relevant information or data about the products.
So, another market oriented company which has developed its business culture by motivating
their own employees to use the same category of motor-bikes which are sold to their own
customers in day to day life. The executives attend various rallies introduced by Harley-
Davidson to stay in constant touch and connected with their customers and promoting it and
to develop excitement amongst them.
To create value for shareholders the corporate management system has influenced those
investors who were inactive while investing on institutions (Rydehell, Isaksson, and Löfsten,
2019).
Sales Orientation
The term sales orientation is an approach where the aim is to earn maximum profits and do
not focus on the demands or needs of a customer. They simply believe and give importance
to advertising and on the impact of the sale process. To beat competitors present in the
market and to attract customers the companies approaches to different promotional
campaigns in order to increase their sales of products.
Examples of sales orientation is by announcing cash back offers, lightening deals and one
plus one free offers to attract the customers by their services and products. This aspect is a for
a short term goal that is why the market oriented companies succeed.
Product Orientation
The concept of product orientation states where the company emphasizes on the products.
Their sole motive is to produce those qualitative products by which any customer may
differentiate and choose the best option for them.
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Eg: Gillette company is producing its best disposable products at cheaper rates taking care of
its quality which distinguishes it from the other products in the market.
Conclusion
This wide concept of marketing orientation leads to the number of companies who are
indulging themselves towards this aspect of customer oriented market. The market oriented
companies have stood up to fulfil the needs and desires of their customers and also manage
the company to gain profits with the increased positivity of the customer satisfaction. So, to
function according to this concept the companies need to maintain a positive attitude towards
marketing system and its customers. In this research, the description is mentioned about the
different method which an organization uses to improve their market value and to survive in
the market. The marketing orientation has several components which explain different
methodology related with the sales of company, each component has its specific role in the
development of any company or organization. These components are used to measure the
importance of employees and shareholders also to examine their job role in operations.
References
Bhattarai, C.R., Kwong, C.C. and Tasavori, M., 2019. Market orientation, market
disruptiveness capability and social enterprise performance: An empirical study from the
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Dibb, S. and Stern, P., 2000 Further thoughts on the marketing trifid: the case of marketing
orientation. Journal of Marketing Education 22 (3), pp.214-224.
Drummond, G. & Ensor, J., 2005 Introduction to Marketing Concepts. 1st ed. Oxford:
Butterworth-Heinemann.
Grinstein, A., 2008 The relationship between market orientation and alternative strategic
orientations. European Journal of Marketing 42 (1/2), pp.115-134.
Heaton, J.B., 2019. A Bird in the Hand: An Existence Argument for Short-Term Gains that
Harm Long-Term Value and Its Implications for Corporate Law. Available at SSRN 3331743.
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How, S.M., Lee, C.G. and Brown, D.M., 2019. Shareholder Theory Versus Stakeholder
Theory in Explaining Financial Soundness. International Advances in Economic
Research, 25(1), pp.133-135.
Jasper, S., Leenders, M.A. and O’Shannassy, T., 2019. The dramatic breakdown of the
market orientation concept in the pharmaceutical industry: lessons from Vioxx. Journal of
Strategic Marketing, 27(3), pp.227-247.
Laukkanen, T.,Tuominen, S., Reijonen, H., Hirvonen, S., 2016. Does market orientation pay
off without brand orientation? A study of small business entrepreneurs. Journal of Marketing
Management 32 (7-8), pp.673-694.
Lee, Y., Howe, M. and Kreiser, P.M., 2019. Organisational culture and entrepreneurial
orientation: An orthogonal perspective of individualism and collectivism. International Small
Business Journal, 37(2), pp.125-152.
Li, Y., Chen, Y., Li, Y. and Holland, C.P., 2019. Market Orientation, Alliance Governance,
and Innovation. Journal of Global Information Management (JGIM), 27(1), pp.1-18.
Liao, S.-H., Chang, W.-J., Wu C.-C., Katrichis, J.M., 2011 A survey of market orientation
research (1995-2008). Industrial Marketing Management, 40, pp.301-310.
Luu, T.T., 2019. CSR and customer value co-creation behavior: the moderation mechanisms
of servant leadership and relationship marketing orientation. Journal of Business
Ethics, 155(2), pp.379-398.
Raju, P.S., Lonial, S.C., Crum, M.D., 2011 Market orientation in the context of SMEs: A
conceptual framework. Journal of Business Research, 64, pp.1320-1326.
Rydehell, H., Isaksson, A. and Löfsten, H., 2019. Effects of internal and external resource
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