Critically Evaluating Marketing Orientation for Organizational Success

This essay critically evaluates the perspective on marketing orientation and its relationship with other business orientations, as well as its contribution to organizational success. The essay begins with an executive summary and then delves into the core components of marketing orientation, including customer orientation, competitor orientation, inter-functional coordination, organizational culture, and the creation of long-term shareholder value. It examines how these components relate to business orientations such as sales and production orientations, and how a strong marketing orientation can lead to a competitive advantage and improved market share. The essay emphasizes the importance of understanding customer needs, maintaining awareness of competitors, fostering inter-functional coordination, cultivating a customer-centric organizational culture, and prioritizing long-term value creation for stakeholders. The essay utilizes academic literature to support its arguments and demonstrates a critical understanding of the concepts discussed. The essay concludes by summarizing the key findings and reinforcing the importance of marketing orientation for achieving success in the competitive market.

Strategic marketing

Strategic marketing
Executive summary
In this paper, the emphasis will be given on the marketing orientation which are related to
customer orientation, competition orientation, organizational culture, inter personal coordination
and long term creation of the shareholders. These perspectives will be related with the business
orientation components which are related to production orientation, sales orientation and profit
orientation. In the last phase of the report the emphasis will be given on the argument related to
that how can marketing perspective help to attain success in the competitive market.
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Strategic marketing
Table of Contents
Executive summary.........................................................................................................................1
Marketing orientation......................................................................................................................2
Sales orientation in relation to customer orientation.......................................................................2
Competition orientation in relation to innovation...........................................................................3
Inter functional coordination related to production orientation.......................................................4
Organizational culture in relation to profits.....................................................................................4
Long term creation of shareholder value related with market share...............................................5
Conclusion.......................................................................................................................................5
References .......................................................................................................................................6
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Strategic marketing
“Critically evaluate the perspective on marketing orientation, in relation to other business
orientations and the contribution of a marketing orientation to organization success”.
According to the statement mentioned above it can be stated that marketing orientation is
considered as one of the important aspect of the business. To survive in the competitive market,
it is necessary for the company to focus on the marketing orientation as it can help to enhance the
market share of the company. So, in this paper the discussion will be made on the perspective of
marketing orientation in relation to the business orientation and also how marketing orientation
helps the company to achieve success.
Marketing orientation
Marketing orientation is related with various components. The first component is related with
customer orientation in which it can be seen that it is important to have proper understanding of
the customers so that it can be simple to generate the superior value. Without customer
orientation it can be difficult for the company to focus on overall marketing orientation concept.
The Customer orientation in relation to the business orientation can be sales orientation. It can be
seen that sales orientation is considered as the strategy which is transactional in design (Baker,
2016).
Sales orientation in relation to customer orientation
The sales orientation is related with moving the product and generating the cash flow. This is one
of the short term solutions for the company. It can be seen that the company focus on the
promotions so that it can be easy to enhance the sales. The sales of the company can be enhanced
if proper customer relation is maintained and it will also help to boost the image of the company
in the competitive market (Ndubisi, 2014). The market orientation which is related with
customer orientation can help to boost the sales as it is important to maintain long term relation
with the customers. The main aim of the sales orientation is related with enhancing the market
share and also in this it is related with the long term loyalty and also profits of the company
(Armstrong, Adam, Denize and Kotler, 2014).
The strategy related to sales orientation also doesn’t emphasize on the needs of the customers
and it is related with the customer turnover. It has been seen that organization who are
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Strategic marketing
considering this strategy should transition into the loyalty programs with the market share which
is captured. The sales orientation has a relation with the customers as it has been seen that if
customers are satisfied then it can be easy to boost the sales and also profits can be attained
easily easily (Wagner III and Hollenbeck, 2014). So, the marketing orientation which is related
to customer orientation and also the business orientation which is related with sales orientation is
interrelated with each other. The sales orientation is effective and it helps to generate awareness
which can help the company to attain the profits (Homburg, Jozić and Kuehnl, 2017).
For example: It has been seen that Amazon focuses on business orientation in which the
company started out as the place to purchase the books on the online platform. This strategy is
also popular and helps to attain the large market share. The sales of the company can be
enhanced if there is a proper sale in the market.
Competition orientation in relation to innovation
The next marketing orientation is related to competition orientation in which it has been seen that
it helps to enhance the awareness of the short and long term capabilities of the competitors. This
marketing can be related to the product orientation which is one of the business orientations. It
can be seen that product orientation is related with innovation. It can be stated that this strategy
can focus on considering the products and it also make them better so that the problems which
exist can be resolved (Laukkanen et al., 2016). By taking into consideration this business
orientation it can be easy to maintain the competition orientation which is prevailing in the
market. So, it has a relation with the overall product orientation as it is important to focus on the
features and benefits of the products so that it can be easy to attain the competitive advantage
(West, Ford and Ibrahim, 2015).
It has been seen that the company who are selling the workout clothes can improve the quality of
the products. This will allow the company to maintain the level of competition in the market. It
can be said that the competition which is prevailing in the market can be maintained easily if
focus is given on maintaining the overall quality of the products in the competitive market
(Babin and Zikmund, 2015).
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Strategic marketing
Inter functional coordination related to production orientation
It can be analyzed that inter- functional coordination is also important as it uses all the resources
to generate the value for the target customers. It has been argued that the marketing orientation
is related with the business orientation which is concerned with production orientation
(Grinstein, 2008). It can be stated that there should be inter functional coordination so that it can
be easy to the top management to maintain the business orientation related with production
orientation. In the process of production orientation, it is important that managers should
emphasize on the manufacturing process (Ozkaya et al., 2015). The activities of the business are
related to focus on the strategy which can help to achieve the price leadership in the niche and
also it provides the products at cheaper rates (Liao, Chang, Wu and Katrichis, 2011). If the
company reduces the overall cost of manufacturing then it can be easy to win against the
competitors who are selling the similar products in the market. The strategy also emphasizes on
saving the money in relation to the production of the goods which are sold in the market. Also, if
proper coordination is there then it can be simple for the company to consider the use of the
cheap materials that can offer and maintain the overall quality in the competitive market. So, it
can be argued that it is important to maintain the overall production level of the products so that
coordination can take place in a proper manner (Engelen et al., 2015).
Organizational culture in relation to profits
Organizational culture is also one of the marketing orientation concepts. In this it can be argued
that is culture of the organization important to maximize the business orientation related to
profits. Organizational culture is important for the company as it can help in maximizing the
profits of the company. Without culture of the company it is not possible for the company to
attain the desired goals and objectives in an effective manner (Raju, Lonial and Crum, 2011).
It can be argued that culture of the workplace can also impact the overall activities of the
employees. If the culture of the company is positive then it can be easy for the employees to give
their best towards the overall activities of the company. So, it can be stated that marketing
orientation related with organizational culture can help to boost the overall profitability of the
company in the competitive market (Kumar, 2015).
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Strategic marketing
Long term creation of shareholder value related with market share
Long term creation of shareholder value is considered as the marketing orientation in which it
has been seen that focus is given on the overriding the overall objective of the business. It is
related with the overall market share of the company (Dibb and Stern, 2000). It can be argued
that long term creation of the stakeholder can be done or not. But it can be said that it can be
done if focus is given on maintaining the overall production level of the company in the
competitive market. The shareholder value if maintained can help to achieve the overall goals
and objective in the competitive market (Lonial and Carter, 2015).
Marketing orientation plays a great role in helping the company to achieve success. It can be
seen that if proper market orientation is considered by the organization then it can be easy to
achieve success in the competitive market. It can also be stated that the market orientation
component is important for the company to be considered as it can help in accomplishing the set
objectives by the company (Samaha, Beck and Palmatier, 2014). The component related to
customer orientation can help in maintaining the relation with the customers and also it will
enhance the value in the competitive market. Also, if there is proper culture in the workplace
then it can be easy for the company to boost the morale of the employees which can lead to
overall success in the competitive market. So, these components can help the companies to
achieve success in the market and can also maintain the competitive advantage (Hooley, Piercy
and Nicoulaud, 2012).
Conclusion
Therefore, by analyzing the paper it can be concluded that marketing orientation and business
orientation are considered as an important aspect which can help in accomplishing the set goals.
These aspects can help in boosting the overall productivity and also profitability of the company
in the competitive market. So, the company should focus on maintaining the factors related to
customer, competition, organizational culture and interfunctional coordination as it can help
maintaining the image of the company and can help to attain the large market share. So, these
components can help in accomplishing the set targets and goals in the highly competitive market.
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References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
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Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
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.
Engelen, A., Gupta, V., Strenger, L. and Brettel, M., 2015. Entrepreneurial orientation, firm
performance, and the moderating role of transformational leadership behaviors. Journal of
Management, 41(4), pp.1069-1097.
Grinstein, A., 2008. The relationships between market orientation and alternative strategic
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Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
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Hooley, G., Piercy, N.F. and Nicoulaud, B., 2012. Marketing strategy and competitive
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Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), pp.1-9.
Laukkanen, T., Tuominen, S., Reijonen, H. and Hirvonen, S., 2016. Does market orientation pay
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Management, 32(7-8), pp.673-694.
Liao, S.H., Chang, W.J., Wu, C.C. and Katrichis, J.M., 2011. A survey of market orientation
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Lonial, S.C. and Carter, R.E., 2015. The impact of organizational orientations on medium and
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Ndubisi, N.O., 2014. Consumer mindfulness and marketing implications. Psychology &
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Ozkaya, H.E., Droge, C., Hult, G.T.M., Calantone, R. and Ozkaya, E., 2015. Market orientation,
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Raju, P.S., Lonial, S.C. and Crum, M.D., 2011. Market orientation in the context of SMEs: A
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Samaha, S.A., Beck, J.T. and Palmatier, R.W., 2014. The role of culture in international
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