This report discusses the marketing management orientation and societal marketing orientation in relation to ASDA, a British retailer. It explains the key marketing concepts and their effectiveness in capturing the market. The report concludes that marketing orientation plays an important role in understanding the needs and wants of customers.
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Marketing Management Orientation(Report)
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Explain key marketing concept with there effectiveness in relation to organization taken........3 CONCLUSION................................................................................................................................4 REFRENCES..................................................................................................................................5
INTRODUCTION Marketing management is the process by which an organizations is able to build profit through targeting market with its product and services. Scope of such management is wider as it helps in capturing market in more effective manner. Nature is dynamic as it holds tendency to make business organizations goals and objectives accomplished within time limit specified for it. In this report the organization that has been taken is ASDA which is an British retailers and has its headquarters in London, UK. The report coversabout marketing management orientation with social marketing orientation in relation to the chosen organization. MAIN BODY Explain key marketing concept with there effectiveness in relation to organization taken Marketing Management Orientation It is the philosophy of business which is focused upon making identification done in relation to needs of customers and wants which is presented by them. Under it main focus is upondesign,selling,productionwithmanufacturingofproductwhicharesoldwithin market(PihaandAvlonitis,2018).Inordertoattainsuccesstheconceptofmarketing management orientation should be used by an organization for gaining more and more customers within market. Also the strategy helps in capturing market in faster and better manner for an organization like ASDA. There are various kinds of orientation which are explained as follows: PRODUCTION ORIENTATION This approach is based upon mass product model and stream lines the production process while offering the product. Also it has been developing focus upon various aspects that is related to production making it more effective in nature. In this approach main focus is over lowering production cost that helps in making customers base to be formed(Venugopal, 2021). This helps an organization like ASDA is able to decide the price of product by reducing production cost which makes strong customer base created within the market. ASDA with the help of such approach is able to increase economic stabilityby making profit and revenue generated effectively. It make price decided as per the GDP rate making basic needs of customers satisfied with an positive approach. SALES ORIENTATION
As per this approach main focus is developed upon selling of product within the market by targeting audiences in particular market. It is done for increasing selling of product and services which directly impacts organizations growth.Organization like ASDA is able to achieve selling target through segmentation which makes product reach to all customers by understanding needs and wants of customers. ASDA through the approach achieves short terms salesgoalsleadingtowardssustainablegrowthoforganizationfromlongterm perspective(Wang, Su, and Guo, 2019).. PRODUCT ORIENTATION In this approach product orientation approach has been used which makes product and service circulated effectively within market. Through such approach ASDA is able to develop structure which helps in improving quality of product as per customers needs. This helps in developing skills of employees which leads towards producing innovative idea making product reach to customers in no time. Societal Marketing Orientation Thisisanotherapproachwhichispartof marketingorientationthatisusedfor understanding conditions existing within society. Under it major aspects that has been covered are trends and culture of people living in society. Organization like ASDA through the approach is able to target customers through which goodwill of organization increases which makes sustainability achieved within various process. Also it make product and services formed as per rising needs within market(Yang and Tsai, 2019). CONCLUSION From the above discussion it can be concluded that marketing orientation is the process by which an organization is able to cover market in more effective manner. In this all factors impacting growth of market has been covered within it. Further, it has been analysed that organization like ASDA is able to improve various aspects like production, product, selling and societal which makes its product and services circulated within in market in more effective way. Also it makes strong customer base to be created making market to be captured within no time. It plays important role in understanding needs and wants of customers.
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REFRENCES Books and Journals Piha,L.P.andAvlonitis,G.J.,2018.Internalbrandorientation:conceptualisation,scale development and validation.Journal of Marketing Management,34(3-4), pp.370-394. Venugopal,P.,2021.SOCIALENTERPRISE:TRANSITINGFROMPRODUCT ORIENTATION TO MARKETING ORIENTATION.Academy of Marketing Studies Journal,25, pp.1-2. Wang, D., Su, Z. and Guo, H., 2019. Top management team conflict and exploratory innovation: The mediating impact of market orientation.Industrial Marketing Management,82, pp.87-95. Yang, S.Y. and Tsai, K.H., 2019. Lifting the veil on the link between absorptive capacity and innovation:Therolesofcross-functionalintegrationandcustomerorientation. Industrial Marketing Management,82, pp.117-130.