mmi marketing 2
Post on 19-Oct-2014
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Defining Marketing Orientation
Chapter II
What is Marketing Orientation? A marketing orientation is a customer focus
that is embodied in a company's:
– Mission: its very reason for existing
– Strategy: the concrete actions the company must take to achieve its mission
A marketing orientation is vital because it helps your company achieve its mission
When Marketing Orientation begins? It occurs when everyone in the organization is
constantly aware of:
– Who the company's customers are
– What the company's customers want or need
– How the firm can satisfy those customer needs better than its rivals
– How the firm can satisfy customer needs in a way that generates the kind of profits that the company wants to achieve
Where Marketing Orientation ends?
Keys of Building Marketing Orientation
1. Pay Attention to Your Customers
2. Match company offerings to customer needs
Pay Attention to Your CustomerMarketing is a way of understanding and
satisfying the customer
NEEDS NEEDS WANTS WANTS DEMANDS DEMANDS
Customer Needs Customer needs are the underlying force for making
purchasing decisions
Stated
NEEDS
Stated
NEEDS
Real
NEEDS Real
NEEDS
U
nst
ate
d N
EE
DS
U
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ate
d N
EE
DS
DelightNEEDS
Secret
NEEDS
Match Your Offerings to Customer Needs
Goods Services
Experiences
Events
Places
Properties
Organizations
Information
Ideas
Manage Demand
Forms of DEMANDForms of DEMAND
NegativeNegative
UnwholesomeUnwholesome
Overfull Overfull
IncreasingIncreasing
IrregularIrregular
NO DemandNO Demand LatentLatent
Full demandFull demandDeclining Declining
Marketing Approaches (1)
Production Production Product Product Selling Selling
Consumers prefer products that are widely available and inexpensive.
Consumers favor products that offer the most quality, performance, or innovative features.
We have to sell our products aggressively, because consumers won't buy enough of them on their own. T
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High production efficiency, low costs, and mass distribution of products
The design and constant improvement of superior products, with little input from customers
Using a battery of selling and promotional tools to coax consumers into buying
Marketing Approaches (2)
Marketing Marketing Societal marketing Societal marketing
The key to achieving our goals is our ability to be more effective than our rivals in creating, delivering, and communicating value to our target customers. T
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Building social and ethical considerations into marketing practices; balancing profits, consumer satisfaction, and public interest
Target markets, customer needs, coordination of all company functions from the target customer's point of view
Our task is to determine our target customers' needs, wants, and interests—and to satisfy them better than our rivals do, but in ways that preserve or enhance customers' and society's well-being.
Building Marketing Orientation1. Persuade all employees of the need to be
customer-focused
2. Design the right rewards
3. Hire strong marketing talent
4. Develop in-house marketing-training programs
5. Support efforts to restructure the company as a market-centered organization