StudentShare solutions
Triangle menu

Marketing Oriented Approach - Essay Example

Nobody downloaded yet

Extract of sample
Marketing Oriented Approach

To this end it is useful to compare and contrast between firms that lie at two ends of the spectrum: the marketing oriented firms versus the production oriented. A marketing oriented approach is a ‘reactive’ approach in that companies produce new products/services based on customer needs and wants (Kotler, 2007). However, it goes further than that in that it aims to establish long term profitable relationships with the customer (Jeff, 2009). The aim of such firms is not just delivering a product has profitable customer demand but also establishing long term association with them by exceptional customer service. Such service may be in the form of superior after sales service and/or consultation services provided by salespeople (Jeff, 2009). Kotler elaborates on the concept of marketing orientation by claiming that holistic marketing orientation is essentially a process that enables companies to capture customer lifetime value. The concept of building long lasting relationships with customers enhances the company’s ability to understand the customer and retain him for a lifetime. Thus, the Pareto rule that 20% customers bring in 80% of the revenue is very well recognized by this approach which aims at capturing a customer and retaining him for life. Companies that therefore drifted away from the idea of offering low prices towards offering a brand experience. Today’s customer is no longer price conscious; infact, contemporary trends have made the customer of today pressed for time with multiple claims on an individual’s scarce time. Hence, convenience and satisfaction is the need of the hour. Thus, rather than competing on cost, companies today are competing on attempts to provide a pleasurable brand experience to its customers. On the other hand, the production oriented approach is a ‘proactive’ approach in that the company first produces the product/service that is most feasible for the company in terms of its competitive priorities (cost, quality, delivery, flexibility) and then makes an effort to sell it to the customers. Thus, production oriented firms are inclined towards mass production of goods that they are able to produce at the lowest cost due of economies of scale (Jeff, 2009). Perhaps, an obvious difference then is that companies adopting marketing oriented approach are able to offer differentiated, innovative and unique products as opposed to production oriented firms that offer standardized, low cost items at several locations (Jeff, 2009). Hence, the fundamental difference between the two is that in the former the ‘customer’ is the driving force behind a new product whereas in the latter, the ‘company’ is the driving force. Furthermore, in production oriented companies the role of the sales force also changes; from that of prior consultation to ‘pushing’ the product to the customer once it’s produced (Jeff, 2009). Hence, the marketing oriented companies adopt what is known as a ‘pull’ strategy (that is having the customer buy the product he/she wants) as opposed to the ‘push’ strategy of production oriented firms (that push the product it develops based on low costs to the customer) (Kotler, 2007). Although both have successfully co-existed since a long time, it has been realized that most successful ...Show more


The dynamic business environment caused by phenomenon such as mergers and acquisitions, globalization, free trade, shorter product lifecycles, rapid economic growth as well as technological advancements have all exerted significant pressure on the top management’s ability to proactively deal with the changes and respond to them as quickly as possible (Kumar et al., 2011)…
Author : jeanne19
Marketing Oriented Approach essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Oriented Approach"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Communication Approach
The marketing communications is a crucial element for a company as it is responsible for communing with the public the corporate affairs, events, product launches and extensions, price cuts and discounts, an outlet or facility launch, social involvement and community concerns, and news featuring other values and concerns to secure consumer trust.
6 pages (1500 words) Essay
Business and Marketing Essay
Marketing is also used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. The American Marketing Association (AMA) defines marketing as, “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its shareholders” Alternatively, The Chartered Institute of Marketing define marketing as, “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” Eden Leisure needs to create a strong brand image and awa
5 pages (1250 words) Essay
A Managerial Approach to Marketing
To meet consumer preferences and remain competitive and companies have introduced a wide variety of new products. Also, there are a number of unique items (according to brand, package size, and type) stocked by various outlets. Competitive pressures to deliver specific products to meet consumer demand have changed the way the products move from the producer to the consumer.
9 pages (2250 words) Essay
Best Practice Approach in Marketing
The marketing process involves targeting a market, evaluating its needs by the help of a product mix, organizing a process for it which results is mutually beneficial. Macro and Micro environmental factors affect the decisions of organizations a lot.
8 pages (2000 words) Essay
Marketing Approach
It is usually meant to make the goods more appealing to customers. It also generates an aspect of value in the products, thereby increasing the competitive advantage of a company (Wilson M S, Gilligan C, 2005 pp.76-78). Coca-Cola is one of the multinational companies which have adopted differentiation as a way of maintaining the company's competitive advantage.
6 pages (1500 words) Case Study
Marketing Audit Approach
In other words, it is a systematic examination of each element of the firm's current marketing activity. It aims to determine how efficiently and cost-effectively each element aids the organization in meeting its overall marketing objectives. With today's marketplace emphasis on customer relationships-i.e.
4 pages (1000 words) Essay
A managerial approach to marketing
To meet consumer preferences and remain competitive and companies have introduced a wide variety of new products. Also, there are a number
9 pages (2250 words) Essay
How consumer behaviour principles can be applied to membership retention of the Girlguiding Organisation
We also evaluate how to retain members to decrease the quantity of members that leave. Consumer behaviour analysis has an agenda which can be applied to basic behavioural laws and principles of the real life consumers. It should be rendered most accurately to predict,
8 pages (2000 words) Essay
Recommendations of marketing approach for Yorkshire Smoothies 2035
This induces more and more firm to penetrate into the global marketing to grab business opportunities especially from the emerging market. Hence, cut throat competition in international
8 pages (2000 words) Essay
Outline and explore the importance of a consumer-centric approach in marketing
Notably, customer-centric models are business strategies that focus on increasing the number of customers for the organization as
6 pages (1500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us