Marketing Orientation

Introduction « Change is recognised as endemic and adaption considered to be the Darwinian condition for survival. Changing needs present electromotive forces securities industry opportunities which drive the company. » ( Jobber. D. 1995. Page 7.) Marketers have recognised that tradeing is a human activity, which facilitates the aim, of satisfying the needs and deprivations of consumers through an exchange process. The diet food marketplace concept then consists of recognising and creating consumers needs and wants , which then creates a potential market opportunity, which consequently aims to satisfy this need. Market orientation, however, takes a broader view, McNamara defines it as : « a philosophy of business management, based upon a company-wide word sense of the need for customer orientation, profit orientation, and scholarship of the important roles of market in communicating the needs of the market to all study corporate departments. »                                              (as quoted in Kohli.A.K. & Jaworski. B.J.1990.page 3.) Consequently, market orientation is seen to typify the implementation of the merchandising concept. A drawing outline of market orientation. Kotler (1994) discusses four business philosophies or orientations toward the marketplace. The ware concept states that consumers pass on purchase those crossways which are addressable in the greatest measure and at the lowest constitute to them. Little product distinction is apparent at this stage.

The product concept states that consumers w ill spare goods that are superior to others! in quality or features. The exchange concept shifts the emphasis from the product to hard-hitting change and promotions. remainder the sale is the goal of this orientation. The selling concept is often characterised by an increase in the sizing of the sales force Finally, the marketing concept eschews the notion that the roughly important element in business philosophy is every the production capability or capacity or aggressive sales. Instead, this concept focuses on the needs and wants, both present and future, If you want to get a luxuriant essay, order it on our website: BestEssayCheap.com

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