Qingjiang Yuan
Sunday Mar 02, 2008
The Marketing Orientation and the Marketing Concept
An organization with a market orientation focuses its efforts on 1)
continuously collecting information about customers' needs and
competitors' capabilities, 2) sharing this information across
departments, and 3) using the information to create customer value.
The market orientation simply defines an organization that understands the
importance of customer needs, makes an effort to provide products of
high value to its customers, and markets its products and services in a
coordinated holistic program across all departments. In what we call
the "Marketing Concept," the company embraces a philosophy that the
"Customer is King."
The Marketing Concept is an attitude. It's a philosophy that is driven down throughout the
organization from the very top of the management structure. The
Marketing Concept communicates that "the customer is king." Everything
that the company does focuses on the customer. Via the Marketing
Concept, a company makes every effort to best understand the wants and
needs of its target market and to create want-satisfying goods that
best fulfill the needs of that target market and to do this better than
the competition.
It wasn't always that way. There were other orientations that companies embraced over the years.
The Production Concept has been around for years. That concept simply suggests that customers
prefer inexpensive products that are readily available. In effect, "if
we make it, they will come."
The Product Concept suggests that companies that build the "better mousetrap" will gain
favor. The thinking here is that customers want products that have
higher quality, that offer better perfromance or do something unique.
The Selling Concept preceeded the Marketing Concept. From the 1920's until the 1950's,
most firms had a sales orientation. Competition had grown, and there
was a need to pursue the scarce customer. Sales could mean everything
from sales people to advertising to public relations, but little effort
was made to coordinate any overall marketing function. What we often
saw in the Selling Concept was the "hard sell" and the belief that
consumers wouldn't purchase unless they were sold.
The Holistic Marketing Concept that is embraced in the 21st century results in companies looking at
their overall marketing efforts. This includes how their marketing
affects society, as a whole. Marketing is also done internally
within the company. Without customers, a company will quickly flounder
-- thus the importance of the relationship. Holistic marketing looks
at the connectivity of the company, its people, its customers, and the
society in which it operates. The Societal Marketing Concept focuses
on.
From a lecture of Marketing Management from professor Rich Ottum.
Posted at 09:19AM Mar 02, 2008 by byuan in Marketing Management | Comments[33]
Hi Brian,
I assume that Sun Microsystems employs the Holistic Marketing Concept. Interesting.
I am an MBA student tasked with building International Marketing Plan for growth in China for a company of my choice. I chose Sun Microsystems.
I wonder if you could assist me in some questions?
Sun has a diverse portfolio ranging from hardware to software, but with the Open Sourcing of your Intellectual Property, the software has almost become a tool to drive demand for your systems sales. Do you think this will be as effective a driver in China as in the US?
Do to the wage differentials between the US and China, do you reduce the price your servers for the Chinese population? Or do you maintain a standard price across the world, relying on the predominance of foreign competitors to keep your price competitive?
About 25% of server purchases in the Chinese market were bought by Telecommunications companies and 18% by the government in 2006. When marketing to these groups, do you push UltraSPARC or Intel, and is one generally better for their workloads?
Given that China has less legacy infrastructure, do you perceive that as an opportunity to build UltraSPARC market share?
What is currently driving demand most in the Chinese market?
Many thanks,
Vetch
Posted by Vetch on March 28, 2008 at 10:53 AM PDT #
Hi Brian,
I am an undergraduate student of marketing, I was given a topic on "Marketing Orientation in the 21st Century" to write on, please, can you help me and give me points to develop on or text books that can really assist me in writing this project.
I look forward to hearing from you soon.
Thanks.
Favour
Posted by Lord Kenya F on June 17, 2008 at 06:48 AM PDT #
Hi Brian,
I am an undergraduate student of marketing, I was given a topic on "Marketing Orientation in the 21st Century" to write on, please, can you help me and give me points to develop on or text books that can really assist me in writing this project.
I look forward to hearing from you soon.
Thanks.
Favour
Posted by Lord Kenya F on June 17, 2008 at 07:04 AM PDT #
Helo,
I have an assignment to write on the historical development of marketing.
Kindly help provide material.
Thank you.
Posted by Emmanuel T. on July 14, 2008 at 10:02 AM PDT #
Please share the Marketing details on my ID.
Posted by Neelam Gangan on August 27, 2008 at 10:28 PM PDT #
Iam an undergraduate student of procurement at IUIU. i was given a task of finding the needs and benefits of a being marketing oriented
Posted by kalikwira Godfrey on October 20, 2008 at 05:44 AM PDT #
my assignment is marketing orientation where do i start and how do i present it?
Posted by 91.108.11.159 on November 04, 2008 at 12:59 PM PST #
HI BRIAN
i am undergraduate student of business management. i was given a assignment to write report how to advise company to be more market orientation by help it to increase the productivity, competitiveness, customer satisfaction and overall profit using information technology. also on segmentation. by illustrate in it using information technology, porters five model and value chain Analysis. where appropriate
Posted by morgan olajide on January 07, 2009 at 02:19 AM PST #
Hi!im a student at university of the north doing second year, i want to know the marketing orientation strategies, can you please help me.
Posted by cooper mahura on February 19, 2009 at 01:31 AM PST #
i an undergradute i was giving a topic on marketing orientation in 21 century to write on
Posted by joseph olusegun on February 21, 2009 at 08:01 AM PST #
I'm a student of National Dipolma second year,and i have given assignment to do on marketing orientation on imperative for business in the 21st centruy.
Well,i appreciated what you wrote on this concept of marketin and the orientation.please i'll love to have more ideal concering my assignment....
Thanks
Posted by Anyike,livingstone C. on February 27, 2009 at 12:26 AM PST #
i will
Posted by 87.249.75.162 on February 27, 2009 at 01:18 AM PST #
I APPRECIATE YOUR CONTRIBUTIONS ON MY ASSIGNMENT QUERY,BUT IT WILL IMPRESS ME MORE IF YOU ADD MORE EMPHASIS TO IT INORDER TO HELP ME DO THE ASSIGNMENT PROPERLY.THANKS
Posted by balthazar on February 28, 2009 at 04:10 AM PST #
Iam a Student Studying Advanced Diploma In Purchasing and i have picked Marketing for Purchasers as one of my Optional Subject. I would like to know more about Marketing Concepts and Orientations and their relationship to the Marketing mix.
Posted by Caxton Akalemwa Akakulu on March 12, 2009 at 03:30 AM PDT #
i quite appreciate your efforts on the historical aspect of the marketing concept, however i would appreciate better if you state in clear terms why the customer is the king in the marketing concept thank you.
Posted by Agabi solomon terna on March 13, 2009 at 04:40 PM PDT #
Am a student studying certificate in marketing,i want to know how to answer questions(applying what i know for example the extended marketing mix)and the macro/micro environment.
Posted by sheila on March 22, 2009 at 11:40 PM PDT #
i an undergradute i was giving a topic on marketing orientation in 21 century to write on how do i do about it.
Posted by obi chidi jesus on March 30, 2009 at 07:29 AM PDT #
hi.
i am an under graduate marketing student,i would like you to please high light the important points that i should include in my assignment,my topic is market orientation.
i am looking forward to your response.
thank you.
Posted by help on April 15, 2009 at 10:36 PM PDT #
am asked to write on marketing orientation practises of businesses.Am a student of Lagos state university.Nigeria
Posted by saka ronke on May 25, 2009 at 07:17 AM PDT #
Asalamualikum sir,
Pleas includ the following concept in HOLISTIC MARKETING CONCEPT,
1-RELATIONSHIP MARKETING CONCEPT
2-INTEGRATED MARKETING CONCEPT
3-INTERNAL MARKETING CONCEPT
4-SOCIATEL MARKETING CONCEPT
THANX
MUBASHAR
Posted by Mubashar Maraj on May 30, 2009 at 02:43 AM PDT #
I'm preparing an idea for master in market orientation but i still don't chose specific idea in this field , So i need you to help me by sending any articles about market orientation and the most important issues in this field in the scientific researches , As i want to introduce the idea in the nearest time to my faculty.
Posted by eman ahmed on June 02, 2009 at 12:00 AM PDT #
Please explain what the differences between marketing concept and societal marketing concept
Posted by Rose on August 20, 2009 at 11:23 PM PDT #
I am a student studing marketing and I want to know what is meant by selling and the difference between selling and sales management.
Posted by Eunice on September 03, 2009 at 04:35 AM PDT #
it is great to see the efforts of u people for facilitating the students even other people who belongs to other aspects of life thaks
Posted by abdurahman on September 28, 2009 at 09:37 AM PDT #
i want to know the benefits of marketing orientated companies?
Posted by Simon Odame on October 13, 2009 at 10:23 AM PDT #
Dear Sir, I am a Marketing Student and i want to notes about the following Concepts,
Product concept
Production concept
Selling concept
Marketing Concept
Societal marketing Concept
Posted by Benson Kyei Donkor on October 21, 2009 at 07:59 AM PDT #
Please sir, i want you to explain the term'market' and types of market now
Again i want you to distinguish between concumer and industrial goods
send it through my email account
Posted by Benson Kyei Donkor on October 21, 2009 at 08:05 AM PDT #
Please sir, i want you to explain the term'market' and types of market now
Again i want you to distinguish between concumer and industrial goods
send it through my email account
Posted by Benson Kyei Donkor on October 21, 2009 at 08:09 AM PDT #
dear sir im amarketing student .can u tpoic to my assiment which is discribe the marketing orientions
Posted by arun on October 22, 2009 at 04:09 PM PDT #
dear sir im a marketing student .can u tpoic to my assiment which is discribe the marketing orientions.can snt the answers through my mail addresss
Posted by arun on October 22, 2009 at 04:12 PM PDT #
dear sir im a marketing student .can u tpoic to my assiment which is discribe the marketing orientions.can snt the answers through my mail addresss
Posted by arun on October 22, 2009 at 04:13 PM PDT #
dear sir im a marketing student .can u explain these topics to my project which is discribe the'' marketing orientions''.can snt the answers through my mail address
Posted by arun on October 22, 2009 at 04:16 PM PDT #
Great post and draw. Thank you for sharing.
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