Market Orientation: Philosophy of identifying the unsaid desires of customers
Definition of Marketing Orientation
Marketing Orientation is an interesting business philosophy that stresses on identifying as well as fulfilling the hidden wants or needs of customers. As per this philosophy, the company tries to address the untold desires of its customers through the methodology of Product Mix. Some years back, many companies focused much more on selling points of already existing products but due to increased competition, now companies prefer to design customized products for their customers.
Product Mix is a wide range of associated products that provides larger sales revenue when its marketing is done together. Such a group marketing of these products is better than their individual marketing or if they were marketed in isolation from others. Hence, Product Mix is utilized by marketers for Market Orientation of their brand.
Textbooks on Marketing Orientation
If marketers want to improve their marketing relationship with their customers then, they need to follow Marketing Orientation philosophy for their brand. Hence, marketers can refer to details of some textbooks that are written on Marketing Orientation as follows:
- Market Orientation, Corporate Culture and Business Performance by Satyendra Singh (Published by Ashgate – Year 2004).
- Developing a Market Orientation edited by Rohit Deshpande (Published by SAGE Publications – Year 1999).
Examples of Marketing Orientation
Example 1: An interesting example of Marketing Orientation can be the utilization of this concept by various online shopping websites. These online shopping brands try to make sure that they can fulfill the hidden desires of their customers by observing their lifestyle trends and shopping preferences on their website. They tend to come out with offers and discounts on services and products as per the liking of their customers, especially during festive seasons.
Example 2: Another interesting example of Marketing Orientation can be its utilization by numerous animation companies. They take feedback from their customers who are mainly children regarding their services and products. Based on the feedback, they try to innovate or improve their animation characters through their movies or toy collections.
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