Got a tricky question? Receive an answer from students like you! Try us!

Market Orientation - Essay Example

Only on StudentShare
Ph.D.
Essay
Marketing
Pages 3 (753 words)

Summary

Running head: marketing. Market Orientation Products that are not an easy sell, referred to as complex products, pose challenges for the business in making profits and sales. Such products would require non-conventional marketing and advertising in order to sell…

Extract of sample
Market Orientation

In such cases, marketing and advertising should be based on strategy different from the traditional approach (Mullins & Walker, 2010). Considering the case of funeral services, a business proposition that has gained widespread acceptance worldwide, still seems to be a taboo when it comes to marketing and advertising. Although human beings acknowledge the fact that death is inevitable, no one would eagerly wait or plan for it in advance, or even think about death. The Federal Trade Commission (2004) defines funeral services as services used to care for and prepare bodies for burial, cremation, or other final disposition; and, services used to arrange, supervise, or conduct the funeral ceremony or final disposition of human remains (Complying with the funeral rule, 2004; p.2). Without marketing the services, organizations providing these services will not be able to survive. However, marketing and advertising these services is very difficult as it might seem offensive to the general public. Moreover, in this business, services are sought only when the need arises. The need is accompanied by many other deeper emotions, which could potentially suppress the buyers’ choice of company. This would again mean loss for the firms that are unable to spread awareness of their existence in the appropriate manner. ...
Download paper
Not exactly what you need?

Related Essays

Market Research: Case Study on Kellogg's
This focus has rapidly shifted in the current global market environment. This is because of the ever-growing sensitivity of consumers who demand satisfaction of their needs and wants by the brands in the market. Thus, the focus is now on capabilities, which are able to deliver very superior value to customers in a consistent manner and should be able to sustain such an operation in the future to remain competitively in business (Day, 1994, pp.37-52). this is why it is important for a market oriented firm to constantly conduct a market research to keep its culture and meet the value based needs…
8 pages (2008 words)
What do you Understand by Terms Marketing and Marketing Orientation?
According to silk(2006,pg.23) “In general terms marketing refers to what an organization must do to create and exchange value with customers”.To be successful in marketing, a deep knowledge of customers, competitors and collaborators is necessary. The central role of marketing in the enterprise stem from the fact that marketing is the process via which a firm creates value for its chosen customers. Having created the value for its customers, the firm is then entitled to capture a portion of that value through pricing. Marketing is both philosophy of business as well as business function, a…
3 pages (753 words)
The Marketing Concept
The Chartered Institute of Marketing (CIM) has defined the concept of marketing in a different way. It suggests that marketing is a type of management process where the customer requirements are identified, anticipated and finally supplied in an efficient and profitable manner (Blythe, 2006, p. 5). Hence marketing can be considered to be consisting of a wide range of activities starting from market research to the development of a new product. Marketing is supposed to have evolved through five different phases over the past many years. They are the: a) era of trading, b) era of production, c)…
5 pages (1255 words)
Assignment 2 Time Constrained Test-y
Apparently, the growing SMEs have extensively adopted the market orientation and brand orientation as compared to stable or declining SMEs. The orientations are vital to the process of realizing various forms of growth goals among SMEs in the short run and long run. In particular, the market orientations influence the enterprise’s decisions regarding market choice, production level, and planning. The small and medium enterprises require more information as well as training on issues related to market and brand orientations to support growth (Reijonen 2012). The government through its trade…
6 pages (1506 words)
Foreign market entry and its implication (Starbucks case study)
In particular, the paper looks at Joint Ventures as an example of the company’s market entry into Spain, and its marketing implications. Generally, the company applies market entry modes and marketing mix to build its brand appeal as well as create a unique product appeal and customer loyalty. These choices have long-term implications in the success of the company. Introduction/Company Background Starbucks Corporation is an international company that deals with coffee products, with its headquarters based in Seattle Washington, America. During its commencement in 1971, the company was a…
10 pages (2510 words)
Importance of Branding
From the case study Fairy’s brand, some of the aspects of the importance of branding can be seen despite the competitive forces in the picture. One of the biggest importance of branding is gaining market share and creating an advantage over the competition. According to Kotler and Armstrong (2008), market branding a product makes sure that the customer knows that the product exists and will always associate it with a particular need. This means that the product will have an edge over competition every time a customer seeks to feel a need relating to the particular product. The branding done…
3 pages (753 words)
"Explain the marketing concept and discuss what it means for an organisation to have a marketing orientation, using examples t
Boone (2012) further denotes that coca cola used the social media, the print media, and the electronic media to advertise the products and services that it offers during this period of the world cup. By looking at this strategy of coca cola, we can denote that advertising is an important element of the principles of marketing. The main aim of carrying out an advertisement is to persuade the target market on the need of buying the products under consideration, and promoting the product under consideration. Russell (2012) denotes that for an organization to achieve success and efficiency in…
6 pages (1506 words)