The Marketing Orientation

Topics: Marketing, Harvard Business Review, Customer Pages: 6 (2068 words) Published: April 28, 2013
The purpose of this paper is to define marketing orientation, and what important role marketing takes in modern business. First we need to know the marketing origins and how the marketing have influenced modern society. How marketing orientation and customer orientation differs one from another. Moving forward in this paper you will be presented with four main business marketing orientations with examples. As well this paper will show examples of business described as being customer oriented and what are the limitation of being marketing oriented. Generally marketing by many people is seen as trickery but is not. Because successful companies and organisations even a simple Sunday market merchants rely on customers returning to repurchase. The above sentence can be reinforced by the work of the top management consultant Peter Drucker, who stated “Because the purpose of business is to create and keep customers, it has only two central functions-marketing and innovation. The basic function of marketing is to attract and retain customers at a profit” ( Jobber p.4). What it is understood by that quote, is that the marketing plays centralized role within the business and it is first step for company or organisation to be successful. Drucker has used profit as a criterion, because for instant a non-profit organisation are not after capital but other criteria might be used such as social deprivation or hunger. Marketing only exist because of exchange, and exchange is the process or act of receiving any manufactured goods or services in exchange for money or by giving something else in return witch simply is a marketing. As well we need to know that exchange takes a major part in trade and the trade was with mankind since the very beginning. To be more specific the moment mankind evolved from monkeys into home sapiens and started to simply trade one good for another. That simple act begun an era know as a simple trade era witch are mentioned in book principles of marketing wrote by a Brassington & Pettitt(2006) The simple trade era lasted till mid-19th century. Mass production increased the availability and range of products on the marketplace. This era is known as production era. This is the era is recognise by a credo “if you build it, they will come”. The era was only successful because they were few alternatives on the marketplace.. This marketing era lasted around 60 years form 1860 till 1920. Next era is the sales era. (1920-1940). during that period of time, businesses not only were capable of manufacturing and easily sell their goods. But the price and product become most important factor. In 1940 manufacturing businesses begun research what consumers “rely need”, and developed new level of affluence for customer. In that time everyone knows that marketing is a core stone of every business. In 1960's the marketing company era emerged. Whit is still in play. In the last era principles of marketing, it became goal of business [Brassington & Pettitt]. After years of practising and studding marketing, two definitions predominate are widely accepted by Universities and Manager. “Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably” UK Chartered Institute of Marketing “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals” American Marketing Association (AMA). The above paragraph introduced the representation of the marketing concept and evolution. The companies reach their profit and other aspects by satisfying and in some cases even delighting customers. However there is another fundamental aspect and it is competition. As Mr David Jober says in his book Principles and Practise of Marketing that, “traditional marketing concept is a must for an organization but is not enough to...

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