Preview

Research on the Relationship Among Market Orientation

Powerful Essays
Open Document
Open Document
3394 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Research on the Relationship Among Market Orientation
Management Science and Engineering

Vol.2 No.1 March 2008

RESEARCH ON THE RELATIONSHIP AMONG MARKET ORIENTATION, CUSTOMER RELATIONSHIP MANAGEMENT, CUSTOMER KNOWLEDGE MANAGEMENT AND BUSINESS PERFORMANCE
Qi Liyun1 Wang Keyi2 Wang Xiaoshu3 Zhang Fangfang4

Abstract: In the age of knowledge-based economy, business must effectively to improve its performance rely on implement customer relationship management and customer knowledge management. Market orientation is a kind of marketing logic which is focus on customers, it can help to construct the relationship and communicate knowledge with customers, in order to improve customer satisfaction, customer loyalty and gain and accumulate value for the business. This paper is intended to construct an integrated model. In this model it discusses the relationship between market orientation, customer relationship management and customer knowledge management, and their contribution to business performance. Key words: market orientation, customer knowledge management, customer relationship management; business performance

1. INTRODUCTION
Hunt & Morgan (1995) hold the opinion that market orientation is an important resource in the creation of competitive advantages in the business. Narver & Slater (1990) figured that market orientation is an organizational culture; help the business creating exceeded values for customer5. Regardless of its role as an important resources or an organizational culture, what kind of influence does market orientation imposes on the promotion of the performance in a business? Different researches have different opinions. Recently, many scholars stated that market orientation is not able to influence the business performance directly, and it can only be via a medium effect and by the modification from some variables. With the coming of the knowledge economy, knowledge and relationship have become the most
Professor. Doctor, School of Management, Dalian University of Technology, Liaoning,
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    BUS 640 Week 5 Assignment
    • 1360 Words
    • 6 Pages

    BUS 640 Week 5 Assignment

    Narver, J. & Slater, S. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 4. 20-35…

    • 1360 Words
    • 6 Pages
    Better Essays
    Read More
  • Better Essays

    MKT 421 Week 1: Defining Marketing
    • 1051 Words
    • 5 Pages

    MKT 421 Week 1: Defining Marketing

    Overtime, marketing has evolved through sales, production, marketing eras, and the current relationship era. Organizations did not recognize the importance of their customers until the marketing era of the 1950s (American Marketing Association, 2012). Marketing also refers to a companywide customer orientation with a plan of achieving long-run success. The concept is important in today’s market because its’ primarily a buyer’s market, meaning that the buyers can choose from a variety of goods and services. Today marketing centers on the satisfaction of customers and building long-term relationships with those customers.…

    • 1051 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Sweet Dreams Inn
    • 515 Words
    • 3 Pages

    Sweet Dreams Inn

    David Bowie and Francis Buttle (2004) stated that “to achieve superior business performance companies need to identify what customer needs and wants are, and to satisfy them better than competitors”, that is adopt a market orientation. This ay of doing business focuses on creating relationships with customers and striving to maintain them long-term. It also avoids price competition because it is believed that cost is a secondary concern to level of service.…

    • 515 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Review for Org Behavior 345 Exam 1
    • 3321 Words
    • 12 Pages

    Review for Org Behavior 345 Exam 1

    The role of marketing and the character of marketing activities within an organization are strongly influenced by its philosophy and orientation. A production-oriented organization focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. A sales orientation is based on the beliefs that people will buy more products if aggressive sales techniques are used and that high sales volumes produce high profits. A market-oriented organization focuses on satisfying customer wants and needs while meeting organizational objectives. A societal marketing orientation goes beyond a market orientation to include the preservation or enhancement of individuals’ and society’s long-term best interests.…

    • 3321 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    MARKET ORIENTED
    • 394 Words
    • 2 Pages

    MARKET ORIENTED

    Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements, in addition to product functionality and production efficiency to drive the business forward. We want to produce products that support our business strategy while competing in a growing global and competitive market for our customer needs. With the idea of this company becoming more marketing oriented, we as a whole, need to be on the same path in terms of achieving and meeting goals. In order to have a better approach, we should do large marketing researches, consumer surveys, and focus groups with consumers to gain ideas to see what is working well in our market today. We want to have increased consumer retention or in other words, loyal customers. Moving forward with a marketing oriented company, we will be the listening ear to the consumer. We will be able to meet their needs and give them the attention they deserve. This will allow the consumers in trusting us with their future purchases and make it harder for other competitors to gather their attention. Another point that we need to expand on is building a stronger strategic relationship between our company and the consumers. We need to open the doorway for our consumers to be able to tell us what they value and what issues they are having so we can solve them. This strategy will help the consumers see our company in the light of a relationship rather than a vendor. Once the restructure of our firm is complete, we will be more customer-centered and focused on the mission to deliver superior service and products to our…

    • 394 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Marketing and Customer Orientation
    • 1628 Words
    • 7 Pages

    Marketing and Customer Orientation

    Discuss what is meant by the term “customer orientation” for an organisation in the context of the marketing mix. Please discuss two elements of the marketing mix and illustrate your answer with examples of products or brands of your choice.…

    • 1628 Words
    • 7 Pages
    Better Essays
    Read More
  • Best Essays

    marketing essay
    • 2552 Words
    • 7 Pages

    marketing essay

    To define customer orientation in respect to the philosophy underlying The Marketing Concept (May, 2014) is to explain their theories. A Customer orientated business (May, 2014) places the customers’ needs and satisfaction at the centre of all their decisions. Its prioritised goal is to collect and research customer information to design their strategy and process to fit their customers’ needs and wants to profit. (Cross, 2014) Akin to The Marketing Concept (Jobber and Chadwick, 2013) which is described as corporate success coming from satisfying customer needs, customer centrality. This is achieved through integrated efforts of the all staff, accepting responsibility for directly or indirectly creating customer satisfaction. (Cross, 2014) Both notions view the customer as their priority for success and to achieve their corporate goals and profit. This is why customer orientation can also be called market orientation. A Case showing this business strategy would be Subway whose mission statement states that their success depends on “consistently offering value to consumers through providing great tasting food that is good for them and made the way they want it.” (Jurevicius, 2013) This shows that the customer’s value perception of subways food is their main priority. Their main focus is to satisfy their customers’ needs and wants. So their…

    • 2552 Words
    • 7 Pages
    Best Essays
    Read More
  • Powerful Essays

    btec level 4 marketing principles assigment
    • 2023 Words
    • 9 Pages

    btec level 4 marketing principles assigment

    There have been positive relationships found between market orientation and a range of financial performance measures including business profitability, operating profits, profit-sales ratio, cash flow, return on investment, return on assets, and long run financial performance. Being able to demonstrate the impact of market orientation on a company’s bottom line is important if funds are going to be devoted to developing a market orientation.…

    • 2023 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Using Pest Analysis as a Tool for Refining and Focusing
    • 11761 Words
    • 48 Pages

    Using Pest Analysis as a Tool for Refining and Focusing

    Jaworski, Bernard J. and Ajay K. Kohli (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing,…

    • 11761 Words
    • 48 Pages
    Powerful Essays
    Read More
  • Best Essays

    An Evaluation of Apple's Competitive Advantage Using the Resource-Based View (Rbv)
    • 2275 Words
    • 8 Pages

    An Evaluation of Apple's Competitive Advantage Using the Resource-Based View (Rbv)

    Ketchen, D.J., Hult, T.M. and Slater, S.F., 2007. Toward greater understanding of market orientation and the resource-based view. Strategic Management Journal, 28 (9), 961-964.…

    • 2275 Words
    • 8 Pages
    Best Essays
    Read More
  • Powerful Essays

    Critical Evaluation: “Marketing Does More Harm to Society Than Good”
    • 2278 Words
    • 10 Pages

    Critical Evaluation: “Marketing Does More Harm to Society Than Good”

    Marketing has been a foundational study for many business schools since the 1950s and the practice has flourished internationally due to marketing’s universal concept of achieving value for the business firms and its customers. During the 1950s a management expert named Peter Drucker lead the development of the “marketing concept”, which asserted that firms must create value for customers and see the business from the customer’s point of view. This concept of “customer orientation” depends on all functional groups of the firm to adopt this type of management thinking (Drucker, 1954). Then in 2008 the American Marketing Association defined marketing as “an organization function and a set of processes for creating, communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”…

    • 2278 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Importance of Marketing Concept and Practice of Marketing Orientation
    • 1564 Words
    • 7 Pages

    Importance of Marketing Concept and Practice of Marketing Orientation

    This means giving customers what they want. An organization must decide who their target customers are and then conduct market research studies of their wants and needs. This will aid in creation of goods and services that are easy to use, easy to buy and easy to repair. This helps marketer to manage the market and meet these needs. Customers’ needs identification and satisfaction leads to customer retention which is important in market share holding.…

    • 1564 Words
    • 7 Pages
    Good Essays
    Read More
  • Powerful Essays

    H&M marketing
    • 2062 Words
    • 9 Pages

    H&M marketing

    Marketing orientation companies focus on customer needs like firms develop products with customers and use market information and intelligence as basis for learning. Marketing orientated companies get close to their customers in order to understand their needs and differences. Marketing research seem as an investment and welcome organizational change necessary to maintain strategic fit between organization and environment. rewards risk and innovation by employees and identify latent market. Based on its understanding of customer, a company develops its marketing mix. Production orientations define themselves through their product. It is the cost focused as economies of scale, based on production capabilities and sale their product aggressively.…

    • 2062 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Nature and Scope of Marketing Ethics
    • 6680 Words
    • 27 Pages

    Nature and Scope of Marketing Ethics

    Homburg, C., H. Krohmer, and J.P. Workman. 2004. “A Strategy Implementation Perspective of Market Orientation,” Journal of Business Research, Vol. 57, 1331-1340.…

    • 6680 Words
    • 27 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    the evolution of market orientation
    • 681 Words
    • 3 Pages

    the evolution of market orientation

    By the evolution of market orientation we understand that marketing has gone through since the Industrial Revolution until the present. We can divide this evolution in 4 different stages or eras, from the oldest to the newest:…

    • 681 Words
    • 3 Pages
    Satisfactory Essays
    Read More

Related Topics