Answers the question: Why are businesses advised nowadays to have a marketing orientation? (Cases relating to NVidia and the WAP consortium.)
1.Introduction
The following document is a response to the coursework assigned in MK207A: Marketing Essentials. It outlines and describes what different orientations (marketing management philosophies) companies can go through and why successful companies end up sticking to the marketing orientation.
1.1.Structure
This document will first describe what an orientation is and what major orientations exist. It will then examine the process that companies go through as they adhere to different orientations in their lifespan. Lastly the different orientations will be compared and it will be concluded why companies choose to follow a marketing orientation.
2.What is an orientation
Companies, whether large or small, exists because of the need or demand that they fulfill. They build products or provide services to make a profit and provide their customers with what they need in return(1). The difference between a company providing a product or service and a single person providing the same, is that a company's core purpose of the exchange just described is to generate a surplus whereas a single person might partake in an exchange because of many varied reasons(2).
Because companies' mission is invariable, and because many other companies exist that can or will provide the same service, companies need to continually improve the value that both they and their customers receive from an exchange. To do so, companies(3) continually revise how they do their business with their customers. They think about how and why they sell their products. A portion of these thoughts are classified as a marketing management philosophy or an orientation. As such, a marketing management philosophy is not something most companies adhere to; it is a way for us to describe how a company "achieves desired exchanges with target markets"(4), a mold that we use to fit live cases into laboratory cages.
3.Categories of orientations...
More Marketing
essays:
A sample marketing plan
... Publishing Company: Santa Monica, Calif., pp. 12-24. Ligos, M. (2000). Clicks and Misses. Sales and Marketing management. Jun., pp 69-75. Naver, J. & Slater, S. (1990). The effects of a market orientation on ...
It has become increasingly necessary for firms to be market orientated. There is no longer a role today for a product oriented approach to business. Discuss and evaluate this statement.
... the successful marketing strategy that ensured the success of P&G's 'Sunny Delight'. Market orientation is essential for the firms in a dynamic-demanded market. Without ...
Service Product Marketing
... many markets / managers. Thus, in order to better understand and to be able to give proper recommendations about the service that being provided by ...
Marketing Manager - Situation Analysis
... of these macroenvironments is the need to adapt Proactive-Partners marketing management philosophies and its marketing mix. It is quite clear that what must be altered ...
The core idea in marketing is often called the marketing concept or market orientation. Discuss how market orientation may help to achieve positive Net Marketing Contribution (NMC)
... the success of the organization. Blankson and Cheng cite Narver and Slater (1990) to identify the three core elements of market orientation:1. Customer orientation a ...
Ethic of Public Service and Marketing Orientation.
... a market orientation and the Public Service Ethic ... been provided and that they have lost out. Problems with a Marketing orientation It is important to note that a marketing orientation can ...
Examine the view that marketing theory and concepts portrayed in the traditional marketing literature have only limited application in guiding small business marketing practice.
... why companies are making sure that they test their services out, to a small group of the target audience. Market Orientation concept ... Shiftin Marketing? An Examination of Current Marketing Practices. Journal of Marketing Management,Chaffey ...
Marketing Plan Phase I
... 2006) Marketing. New York, NY: McGraw-Hill/Irwin. Kotler, P. (2001). Marketing Management, Millennium ... has outlined the many strengths of the company including the unique extent of the service provided such ...