There are five major strategic marketing and management orientations that will be discussed in this paper: •Production Orientation •Product Orientation •Sales Orientation •market orientation •societal orientation “The method of combining the different marketing mix elements (product, price, place, and promotion) to achieve organizational goals depends to a great extent on management orientations” (Akhter 2006 pg. 7).
All the orientations play a part in the marketing plan, “each orientation has some dominant themes that influence decision making in an organization” (Akhter 2006 pg. ).
The different marketing elements allow companies to be different and be successful. The goal of companies is to have a good marketing plan that shows consumers why they should do business with the company. “Production orientation focuses on the manufacturing of product” (Akhter 2006 pg. 7).
Consumers want the best product and expect to get the best price for that product. In order for companies to be competitive they need to know as much information as possible about their competition.
The Essay on Marketing and Company
Tactics and Action Plan9 Product Action Plan9 Price Action Plan9 Place Action Plan9 Promotion Action Plan9 Monitoring Procedures10 Introduction Company G offers high quality, cost effective, reliable products that will improve the lives of consumers. The company has created a place in the industry by creating new and exciting electronics. Company G strives in meeting a goal of guaranteeing ...
The market places a big part in production for a company, if the need is there it will allow the company to produce products. Companies try to keep expenses low when producing goods so they can sell the goods at lower prices. “Product orientation focuses on building better products than those of competitors” (Akhter 2006 pg. 8).
Offering a good product will get a company loyal consumers. Many companies offer the same product so the company that stands out to consumers is who wins the business.
It is important to offer a good product, many companies try to cut corners and it only hurts the consumers. If consumers are not happy they take their business to a competitor. “Sales orientation focuses on the efforts of salespeople to expand sales and increase market shares” (Akhter 2006 pg. 8).
Companies want to grow within their industry and get as much of the market as they can. Sales people affect the bottom line in a company; if they do their job the company will be profitable.
Most consumers don’t like salespeople, but they are very important people for the company. There are different sales approaches, it is important for the salesperson to know what kind of consumer they are working with. It is also important that salespeople know their products; consumers don’t want to buy from someone who doesn’t know what he/she is talking about. “Market orientation focuses on understanding the needs and wants of target markets for developing marketing offerings” (Akhter 2006 pg. 8).
This orientation focuses on the consumer.
Companies need to understand their market. Being proactive to any changes that could happen within the market is helpful to companies. If a company understands the market orientation it benefits employees and consumers. “Societal orientation considers it important to not only meet the goals of consumers and the organization but also of the society” (Akhter 2006 pg. 9).
Some potential conflicts between sales orientation and societal orientation is sometimes what’s best for the company is not what’s always best for consumers.
Also sometimes what’s best for the organization is not what’s best for society. An example would be a company that produces a product that consumers like but pollutes the ozone layer, people would consider that good for consumers but not good for society. It is hard to make consumers, the organization and society all happy at the same time. Some companies have to choose who they want to make happen which creates a conflict between the different orientations like sales and societal. References Akhter, A. (2006).
The Essay on Ansoff's Product Market Grid
The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
Strategic Marketing. Cincinnati, OH: Atomic Dog Publishing.
