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DescriptionCompare and contrast firms that have a marketing-oriented approach with those that adopt a different orientation. In your opinion which organisations stand the greatest chance of success in the marketplace? Give reasons for your answer
Compare and contrast firms that have a marketing-oriented approach with those that adopt a different orientation. In your opinion which organisations stand the greatest chance of success in the marketplace? Give reasons for your answer.
Marketing is a business philosophy that regards customer satisfaction as the key to successful trading and advocates the use of management practices that help identify and respond to customer needs. (Elizabeth Hill, Terry Oísullivan 1996). Marketing tends to fall into two categories: Marketing as a business philosophy Marketing as a managerial function
Marketing as a business philosophy generally means that customers directly affect the organisationís activities. Such business can only survive if they meet customer needs. While
Marketing as a managerial function is an integrative function that helps match the needs of actual and potential customers with the goals of the organisation through desirable exchanges. It is the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organisational objectives. (Kotler and Armstrong, 1994).
Philip and kotler defines marketing as:
Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Therefore marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customerís relationship in ways that benefit the organisation and its stakeholders (American Market association).
Placing customers at the centre of the business has led to the development of the marketing concept. The marketing concept is basically a fundamental idea or method of marketing that organisations survive and prosper by meeting the needs and wants of customers. It is a philosophy that organisations survive and prosper by meeting the needs and wants of customers. It is a philosophy that organisations and firms should look into customer wants and make decisions that would satisfy the customer needs much more better than their competition. Any organisation that claims to be a marketing oriented must have this marketing concept at the core of the organisation as this is a major feature to making their organisation successful. Today it is said that most firms now use the marketing concept although this has not always been the case.
Apart from the marketing oriented approach, which is mostly in use nowadays, other approaches were in place before and they include: Production orientation Product orientation Seller orientation
The marketing orientation that is also known as the customer approach was implemented by the western European timeframe from 1970 to present day. It is the most common orientation used in the contemporary market. The organisationís decisions and marketing plans here is based around the marketing concept. Before anything is produced
and sold, the organisation ...
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