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In this paper, the emphasis will be given on the marketing orientation which are related to customer orientation, competition orientation, organizational culture, inter personal coordination and long term creation of the shareholders.  These perspectives will be related with the business orientation components which are related to production orientation, sales orientation and profit orientation.  

In the last phase of the report the emphasis will be given on the argument related to that how can marketing perspective help to attain success in the competitive market.

Marketing orientation and customer orientation

 According to the statement mentioned above it can be stated that marketing orientation is considered as one of the important aspect of the business. To survive in the competitive market, it is necessary for the company to focus on the marketing orientation as it can help to enhance the market share of the company. So, in this paper the discussion will be made on the perspective of marketing orientation in relation to the business orientation and also how marketing orientation helps the company to achieve success.

Marketing orientation is related with various components. The first component is related with customer orientation in which it can be seen that it is important to have proper understanding of the customers so that it can be simple to generate the superior value.  Without customer orientation it can be difficult for the company to focus on overall marketing orientation concept.  The Customer orientation in relation to the business orientation can be sales orientation. It can be seen that sales orientation is considered as the strategy which is transactional in design (Baker, 2016).

The sales orientation is related with moving the product and generating the cash flow. This is one of the short term solutions for the company.  It can be seen that the company focus on the promotions so that it can be easy to enhance the sales. The sales of the company can be enhanced if proper customer relation is maintained and it will also help to boost the image of the company in the competitive market (Ndubisi, 2014). The market orientation which is related with customer orientation can help to boost the sales as it is important to maintain long term relation with the customers.  The main aim of the sales orientation is related with enhancing the market share and also in this it is related with the long term loyalty and also profits of the company (Armstrong, Adam,  Denize and Kotler, 2014).

The strategy related to sales orientation also doesn’t emphasize on the needs of the customers and it is related with the customer turnover. It has been seen that organization who are considering this strategy should transition into the loyalty programs with the market share which is captured. The sales orientation has a relation with the customers as it has been seen that if customers are satisfied then it can be easy to boost the sales and also profits can be attained easily easily (Wagner III and Hollenbeck, 2014).  So, the marketing orientation which is related to customer orientation and also the business orientation which is related with sales orientation is interrelated with each other.  The sales orientation is effective and it helps to generate awareness which can help the company to attain the profits (Homburg,  Jozi? and Kuehnl, 2017).

  For example: It has been seen that Amazon focuses on business orientation in which the company started out as the place to purchase the books on the online platform.  This strategy is also popular and helps to attain the large market share. The sales of the company can be enhanced if there is a proper sale in the market.

Sales orientation in relation to customer orientation

The next marketing orientation is related to competition orientation in which it has been seen that it helps to enhance the awareness of the short and long term capabilities of the competitors. This marketing can be related to the product orientation which is one of the business orientations. It can be seen that product orientation is related with innovation. It can be stated that this strategy can focus on considering the products and it also make them better so that the problems which exist can be resolved (Laukkanen et al., 2016). By taking into consideration this business orientation it can be easy to maintain the competition orientation which is prevailing in the market. So, it has a relation with the overall product orientation as it is important to focus on the features and benefits of the products so that it can be easy to attain the competitive advantage (West, Ford and Ibrahim, 2015).

It has been seen that the company who are selling the workout clothes can improve the quality of the products.  This will allow the company to maintain the level of competition in the market. It can be said that the competition which is prevailing in the market can be maintained easily if focus is given on maintaining the overall quality of the products in the competitive market (Babin and Zikmund, 2015).

It can be analyzed that inter- functional coordination is also important as it uses all the resources to generate the value for the target customers.  It has been argued that the marketing orientation is related with the business orientation which is concerned with production orientation (Grinstein, 2008). It can be stated that there should be inter functional coordination so that it can be easy to the top management to maintain the business orientation related with production orientation.  In the process of production orientation, it is important that managers should emphasize on the manufacturing process (Ozkaya et al., 2015). The activities of the business are related to focus on the strategy which can help to achieve the price leadership in the niche and also it provides the products at cheaper rates (Liao, Chang, Wu and Katrichis, 2011). If the company reduces the overall cost of manufacturing then it can be easy to win against the competitors who are selling the similar products in the market.  The strategy also emphasizes on saving the money in relation to the production of the goods which are sold in the market. Also, if proper coordination is there then it can be simple for the company to consider the use of the cheap materials that can offer and maintain the overall quality in the competitive market. So, it can be argued that it is important to maintain the overall production level of the products so that coordination can take place in a proper manner (Engelen et al., 2015).

Organizational culture is also one of the marketing orientation concepts. In this it can be argued that is culture of the organization important to maximize the business orientation related to profits. Organizational culture is important for the company as it can help in maximizing the profits of the company. Without culture of the company it is not possible for the company to attain the desired goals and objectives in an effective manner (Raju, Lonial and Crum, 2011).  

Competition orientation in relation to innovation

It can be argued that culture of the workplace can also impact the overall activities of the employees. If the culture of the company is positive then it can be easy for the employees to give their best towards the overall activities of the company. So, it can be stated that marketing orientation related with organizational culture can help to boost the overall profitability of the company in the competitive market (Kumar, 2015).

Long term creation of shareholder value is considered as the marketing orientation in which it has been seen that focus is given on the overriding the overall objective of the business. It is related with the overall market share of the company (Dibb and Stern, 2000).  It can be argued that long term creation of the stakeholder can be done or not. But it can be said that it can be done if focus is given on maintaining the overall production level of the company in the competitive market.  The shareholder value if maintained can help to achieve the overall goals and objective in the competitive market (Lonial and Carter, 2015).

Marketing orientation plays a great role in helping the company to achieve success. It can be seen that if proper market orientation is considered by the organization then it can be easy to achieve success in the competitive market. It can also be stated that the market orientation component is important for the company to be considered as it can help in accomplishing the set objectives by the company (Samaha, Beck and Palmatier, 2014). The component related to customer orientation can help in maintaining the relation with the customers and also it will enhance the value in the competitive market. Also, if there is proper culture in the workplace then it can be easy for the company to boost the morale of the employees which can lead to overall success in the competitive market. So, these components can help the companies to achieve success in the market and can also maintain the competitive advantage (Hooley, Piercy and Nicoulaud, 2012).

Conclusion 

Therefore, by analyzing the paper it can be concluded that marketing orientation and business orientation are considered as an important aspect which can help in accomplishing the set goals. These aspects can help in boosting the overall productivity and also profitability of the company in the competitive market. So, the company should focus on maintaining the factors related to customer, competition, organizational culture and interfunctional coordination as it can help maintaining the image of the company and can help to attain the large market share. So, these components can help in accomplishing the set targets and goals in the highly competitive market.

References

Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia.

Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.

Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.

Dibb, S. and Stern, P., 2000. Further thoughts on the marketing trifid: The case of marketing orientation. Journal of Marketing Education, 22(3), pp.214-224.

Engelen, A., Gupta, V., Strenger, L. and Brettel, M., 2015. Entrepreneurial orientation, firm performance, and the moderating role of transformational leadership behaviors. Journal of Management, 41(4), pp.1069-1097.

Grinstein, A., 2008. The relationships between market orientation and alternative strategic orientations: A meta-analysis. European journal of marketing, 42(1/2), pp.115-134.

Homburg, C., Jozi?, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.

Hooley, G., Piercy, N.F. and Nicoulaud, B., 2012. Marketing strategy and competitive positioning. Prentice Hall/Financial Times.

Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out for. Journal of Marketing, 79(1), pp.1-9.

Laukkanen, T., Tuominen, S., Reijonen, H. and Hirvonen, S., 2016. Does market orientation pay off without brand orientation? A study of small business entrepreneurs. Journal of Marketing Management, 32(7-8), pp.673-694.

Liao, S.H., Chang, W.J., Wu, C.C. and Katrichis, J.M., 2011. A survey of market orientation research (1995–2008). Industrial marketing management, 40(2), pp.301-310.

Lonial, S.C. and Carter, R.E., 2015. The impact of organizational orientations on medium and small firm performance: A resource?based perspective. Journal of Small Business Management, 53(1), pp.94-113.

Ndubisi, N.O., 2014. Consumer mindfulness and marketing implications. Psychology & Marketing, 31(4), pp.237-250.

Ozkaya, H.E., Droge, C., Hult, G.T.M., Calantone, R. and Ozkaya, E., 2015. Market orientation, knowledge competence, and innovation. International Journal of Research in Marketing, 32(3), pp.309-318.

Raju, P.S., Lonial, S.C. and Crum, M.D., 2011. Market orientation in the context of SMEs: A conceptual framework. Journal of Business Research, 64(12), pp.1320-1326.

Samaha, S.A., Beck, J.T. and Palmatier, R.W., 2014. The role of culture in international relationship marketing. Journal of Marketing, 78(5), pp.78-98.

Wagner III, J.A. and Hollenbeck, J.R., 2014. Organizational behavior: Securing competitive advantage. Routledge.

West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press, USA.

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