Marketing positioning is a concept of an organization which underlines which the company`s success is mainly based upon customers` pleasure. The stress here is put on valuing consumers` requirements and would like first of all. “A marketing focused firm (also called the marketing idea, or consumer focus, or perhaps customer focus) is the one which allows the wants and desires of customers and potential customers to push all the business strategic decisions. The business’s corporate culture is systematically committed to creating customer benefit.
The rationale is usually that the more a company understands and meets the real needs of its buyers, the more likely it is to have happy customers who have come back for much more, and tell their friends (wikipedia).
Marketing orientation principle evolved involving the late 60s and early 1970s. Firstly, it was created at Harvard University. Marketing orientation replaced production alignment and product sales orientation that have been prevailing ahead of. By this time several researches were made in order to look into marketing positioning more completely and help to make necessary conclusions about the influence on this concept.
However , understanding of marketing orientation is not clear and is talked about from diverse points of look at. There are research which suggest philosophical procedure towards marketing orientation and those which use behavioral idea of marketing positioning.
I would like to note opinions of several research workers towards the subject of marketing orientation. Desphande and Webster, just like many others, discuss ideas of philosophical and cultural features of marketing positioning. “In their very own study in 1992 each uses the term customer orientation to spell out a specific pair of beliefs that puts the customers’ hobbies first and ahead of the ones from all other stakeholders (e. g. owners, managers, employees) which will, in their view, should be considered within a wider, and more critical, corporate culture
(mcm. aueb. gr/¦/Gounaris/Marketing_Orientation_and_Its_Development. pdf).
On various other way, advertising orientation can be considered specific company behavior. Bass and Ries (1985), for example , perceive promoting orientation because an effort to compile market intelligence upon which the effort to develop a competitive advantage relies. Elliot (1987) considers rewarding customers` requires important yet insufficient, and proposes approaches for achieving customers` satisfaction to be just a element of marketing positioning concept that ought to combine many other features.
More developed advertising orientation enhances company`s performance”there is a direct connection. Many businesses may be successful using marketing orientation, plus some fail. The difficulty is that promoting orientation is usually specific, this combines particular culture and behavior of the firm. So , once a firm decides to pay attention to consumers` pleasure and apply marketing orientation there are many issues and innovative developments coming into company`s philosophy. Very first step of the firm is to check out customers` targets. Later, products or services are produced considering the data obtained from performed investigation. A final part is to follow and evaluate consumers` satisfaction produce necessary modifications. And so it might be a continuous process for the organization in order to keep track and always improve organization.
There are many methods and strategies used in advertising orientation. The best model of advertising oriented company would incorporate all important marketing actions. There is marketing research to be able to identify customers` wants, r and d production expanding the products according to consumers` wishes, costs which undermines value from the product to customers, distribution to the proper place at the right time, and promotion in order to inform customers in the product. Advertising oriented company should also possess characteristics just like: marketing exploration and item innovation approaches, broad catalog, possibility of additional services, customer support, tight company structure.
My spouse and i consider marketing orientation to become very confident and important concept. Fundamentally, customers happen to be those who make business succeed. So , the more company listens to the expectations of consumers plus the more loyal and understanding is the idea of the business, the more customers it will attract”and more revenue will be attained using rather ethical, regarding my opinion, method of business.
1 . Avlonitis G. and Gounaris T., “Marketing Orientation and Company Performance: A Comparative Analyze of Industrial or Consumer Merchandise Companies, Industrial Marketing Management
vol. 26, no . 5 (1997)
installment payments on your Bonoma T., “The Marketing Edge: Making Strategies Work (1985)
four. mcm. aueb. gr/¦/Gounaris/Marketing_Orientation_and_Its_Deve