What is the marketing concept? Explain the importance of customer orientation and use examples of your choice to discuss companies who have successfully adopted a customer orientation.
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What is the marketing concept? Explain the importance of customer orientation and use examples of your choice to discuss companies who have successfully adopted a customer orientation. Marketing could be described as an 'all embracing function that links the company with customer tastes' (as in a-z of business studies, third edition, by D. Lines, I. Marcouse & B. Martin, page 171). The concept of marketing focuses on getting the right product, to the right place, at the right time. Marketing has to deal with decisions based on these factors through their findings in market research and through the marketing mix. The marketing mix (often referred to as 'The four p's') deals with the afore mentioned areas as well as focusing on 'promotion'. It is easy to get the idea that each 'p' is as important as the rest, as this is the view in most textbooks, however many marketing organisations would not agree with this, as many of them feel the single most important factor in the marketing mix is 'Product'. The argument for this is that, the product itself is the main focus of the customer and as such, a customer-orientated organisation would need to focus more on the product rather than the other areas of the marketing mix.
This deals with the implementation of the methods and the controlling of them. The means of implementing the methods will be via the marketing mix. The effectiveness of the distribution, pricing or promotion policies, must be controlled, with careful conclusions drawn from the success or failure of the project. This theory can be proved to a certain extent as it allows the formation of theories which if cannot be proven can be scrapped and re-thought to fit the objective set out in number 1). It does not have any distinct flaws except that it is very vague and the notes given with the model in the textbook lacked any real insight into the implementation of the theory. Organisations use this process in their marketing activities but most would not recognise the direct involvement of this theory and simply put it down to 'the way marketing is done'. Through the marketing mix and the marketing model, marketers can customise their approach to the market by basing themselves on the needs of the customer. This leads the company to be referred to as customer orientated. In a modern market it is suggested that every organisation is customer orientated, whereas in the past it was suggested that organisations were product orientated.
Great Universal is also very conscious about their customer needs and customer satisfaction. They regularly check. These courtesy calls assure the customer is being looked after and so installs confidence in them. The other company, which I have studied, is W.M Morrison's supermarkets plc, more specifically their Gainsborough store. The store at present tends to be more focused on the appearance of the store to the area manager and other senior officials. I have had experience of this first hand as I recently was a manager on the fish counter there. Morrison's itself claim to be customer orientated by providing 'the best for less'. There is no problem with the way the store runs but more focus on areas such as impressing company officials leads to the customer feeling like they are not really appreciated by the store. As such the sales of the Gainsborough store have dramatically fallen as a direct consequence of a lack in customer orientation. The fact is a lack of motivation in staff, is the main reason why customers do not enjoy shopping at the store but the senior store management seem to be more interested in presentation to company officials. However a situation like this does not help meet the company objective of being customer orientated and so as such it could be seen that the Marketing department has failed in its objective (at this store at least). Words 1682 5 William Spence 04/05/2007
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