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Market orientation (achieving marketing orientation (consumer research is…
Market orientation
achieving marketing orientation
consumer research is key
continuously monitor marketing performance
monitor competitor
monitor trends in environment
CEO is the voice of the customer
motivate and train employees
example: Tesco (30%), Walmart (17%), Sainsbury's (Justin King)
production orientation
firm is involved in mass production
leads to economies of scale (the more produces the cheaper it becomes)
low price to attract customers
firm ignores market research
Example: McD cheap fast food
marketing orientation
firm engages in market research
products are produced based on consumers needs and wants and expectations
customer is king
Example: expedia, customised holidays
societal orientation
firm engages in market research
products are produced based on customers needs and wants and expectations
costumer is king
the firm is environmentally conscious
toyota prius, tesla, pret à manger
product orientation
sales orientation
firm produces and sells what it can make
there is little or no effort in market research
firm's effort are focused by selling whatever it produces
aggressive selling
personal selling
Example: Lebara sim cards
firm produces superior products that are better than the competitor
product are so good that 'it sells itself'