Main features of product orientation and market orientation

There are several marketing terms that describe the primary focus of a company's energy and theories behind a certain type of business model. Marketing orientation and production orientation are two of these terms. Basic Focus The basic focus of a company with a production orientation is toward maximizing production output. Under a production orientation, a company is succeeding when it is manufacturing as many products as possible at the cheapest possible price.

Main features of product orientation and market orientation

Contact What is market orientation? Definition and meaning Market orientation is a business philosophy where the focus is on identifying customer needs or wants and meeting them.

Approach to Customers

When a company has a market orientation approach, it focuses on designing and selling goods and services that satisfy customer needs in order to be profitable. The successful market oriented company discovers and meets the desires and needs of its customers through its product mix.

Market orientation works in the opposite direction to past marketing strategies — product orientation — where the focus was on establishing selling points for existing goods.

Rather than trying to get your customers to like or become aware of the benefits of your products or services, with the marketing orientation approach you tailor them to meet the demands of customers.

Many marketing gurus define market orientation as a coordinated marketing campaign between a supplier and its buyers. The main disadvantage with a market orientation approach is lack of innovation. If you spend all your time satisfying customer needs, you may lose sight of what potential technical breakthroughs there might be.

Product oriented companies, on the other hand, tend to be more technically or scientifically innovative, but lose out because they have less knowledge about what the consumer wants. See also product orientation and sales orientation. It is the mindsets, values, beliefs, norms and behaviors of companies, together with the systems, structure and control of the organization.

Market oriented commercial enterprises define their activities as service activities aimed at satisfying their customers. What drives them are customer needs — they are listed as their main objective. If a product-oriented company focuses more on its product than the market, and a market-oriented one concentrates more on the market and what customers want, what type of business is smartphone and computer maker Apple Inc.?

A company that follows the market orientation approach reacts to what consumers want. Most of the decisions it makes are based around data related to consumer requirements, not what the organization believes is right for them.

The majority of highly-successful companies today are market oriented. A surprisingly high proportion of businesses that went to the wall focused more on their products than consumers. Since the advent of the Internet, the customer knows much more about the market, what products are out there, what to expect — and he or she demands better quality and more variety.

In order to survive in the marketplace, companies must be more sensitive to the needs and demands of customers.

Market Orientation

If they are not, and their competitors are, those businesses are doomed. Gone are the days in the automobile market, for example, when manufacturers could create a new product and promote its features to a gleeful public.

We now live in a global economy, where consumers have a virtually limitless range of choice. In order to remain competitive, companies must follow the market orientation approach religiously.

This image offers a simplistic view of the components required to implement a market oriented culture.

Main features of product orientation and market orientation

For multinational corporations, fully-implementing this culture across the whole company is extremely complex and time consuming. With a product oriented approach, the company develops goods and services based on what it does well, rather than what the consumer wants.

This is risky, because if you make something new, regardless of how good you are at creating it, what happens if the customer does not want or need it? A product oriented company makes unsuccessful products significantly more frequently than a market oriented business, which reacts to what customers want.

Mohr, and Sanjit Sengupta wrote: Sometimes it means completely transforming the way the business is organized — from head to toe. In order to be able to do this successfully, the top management needs to be fully committed.

The 4 stages to market orientation According to a study carried out by Gary F. They then identify specific initiatives that need to be implemented as part of the transformation process.

Senior management responded by outlining a new set of values expected of all employees — respect for others, empathy, collaboration, etc.

Following the presentation of the plan to the entire organization, the company can explain to everybody how cultural values affect its ability to meet the needs of the market by sending teams of people from different departments and functions to meet with key stakeholders, including customers.

As soon as every single employee agrees on a definition of the market, and which of its needs remain unmet, all can collaborate to develop a strategy to meet those needs.

Cultural values are reinforced with seminars and other training programs. All members of the company become involved in its decision-making process. The number of ideas for resolving problems and challenges is much greater if everybody has the opportunity to contribute, rather than just the top management — the company is more likely to find an effective solution.

Employees from different departments are involved in field visits and research. Market Orientation In this video, the speaker talks about product oriented and market oriented companies, and explains that it is all a matter of organizational culture.Main Features Of Product Orientation And Market Orientation.

evolution of marketing concept is from production orientation to sales orientation, continuously it becomes market orientation and societal market orientation (Pride et al. ). So, the purpose of this essay is to discuss what market orientation is and whether market orientation is .

Characteristics of Market Orientation | Marketing Strategies

Differences Between Marketing Orientation & Production Orientation. by Sampson Quain; Updated May 17, The main disadvantage of a production-oriented strategy is that competitors may develop a higher quality, less expensive version of your product that may price you out of the business.

Market and Product Orientation; Market. Product Orientation. If you focus your brand and selling message only on your product’s construction, features, cost, quality or other hard facts, a new competitor, change in technology or.

Market orientation is a company philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on. Characteristics of Market Orientation Posted by ahmad muhlis Posted on AM with 4 comments A market-oriented organizations continuously gather information .

Businesses that pursue a marketing orientation strategy care more about meeting the wants and needs of their customers, whereas businesses that pursue a production orientation strategy care more about building the best product.

Differences Between Marketing Orientation & Production Orientation | Your Business