“Market orientation” article is offering a large number of insights such as “The Construct” where marketing concept is underling under three core themes or “pillars” pointing out what is the consumer focusing on, how the market is coordinated and profitability, all these representing a major challenge in the development of operational definitions for the marketing concept. It also explains the marketing orientation construct which border’s the concept of intelligence generation, intelligence dissemination and responsiveness focused on specific activities rather then philosophical notions, simplifying the process of putting it into the marketing concept. The research propositions is following four discussed factors as antecedent conditions that foster or discourage market orientation, the market orientation construct and the moderator variables that either strengthen or weaken the relationship between market orientation and business performance.
“Marketing Myopia” is getting through all the heading problems of growth industries as petroleum, automobile or movie industry. It is also a defined contrast through examples as Henry Ford, Detroit or DuPont in the market orientation of the customer-satisfying process and not goods-producing process. This is emphasizing how vital is for all businessmen to understand customer’s need. By this “myopia” is highlighted the conditions that are the realities of the marketing. On the one hand the fact the consumers are unpredictable, the needs are continuously changing and the innovation is growing, and on the other hand the organization failure of management mostly being product orientated instead of being customer orientated, are driving to decline, facing their own “myopia”.
In conclusion, I think the impact of a Kohli and Jaworski market orientation is important in creating a good organizational strategy, managing the employers and understanding the customers’ behaviour needs and attitudes. Also, an organization must learn how to think itself not as a producer but as a buyer, providing customer products with a value satisfaction.
Task 1
Referencing: Marketing to children ethically correct or not.
Textbooks:
Lindstrom, M., Seybold, P., (2004); ‘Brand child: remarkable insights into the minds of today's global kids and their relationships with brands’ Revised edition, London : Kogan Page Limited
Vecchio, Del G., (2002); ‘Creating ever-cool a marketer’s guide to kid’s heart’ third edition, Louisiana: Pelican Publishing Company
McNeal, J.; (1992);’Kids as Customers: A Handbook of Marketing to Children’, New York, Lexington BooksRetrieved from ""
Newspapers
Pidd, H.,(2007); ‘We are coming for your children’; The Guardian; 31st July; p4;
Weber, J., (2006); ‘You can’t fool the children of the revolution’; The Times; 15th August;
Parker, J., (2004); ‘Happy eaters? Not our children’ The Times; 21st February;
Websites
AdLitarate; (2006); ‘The ethics of marketing to children’; [online]; available at: <http://www.adliterate.com/archives/2005/03/the_ethics_of_m_1.html>; [14 November 2010]
AllBusiness; (2004);’Research & Insight: Is Marketing To Kids Ethical?’; [online]; available at: < http://www.allbusiness.com/marketing-advertising/branding-brand-development/4687919-1.html> [14 November 2010]
JustBeAParent; (2010); ‘Ethical Issues When Marketing To Children’; [online] available at: < http://justbeaparent.com/ethical-issues-when-marketing-to-children/> [14 November 2010]
Journals
Austin, M., Reed, M., (1999); “Targeting children online: Internet advertising ethics issues”, Journal of Consumer Marketing; Vol.16, No. 6 1999, pp. 590-602;
Prothero , A., Lawlor, M., (2008) “Exploring children’s understanding of television advertising – beyond the advertiser’s perspective” European Journal of Marketing
Vol. 42 No. 11/12, pp. 1203-1223;
Sekeres, D., (2009) “The Market Child and Branded Fiction: A Synergism of Children's Literature, Consumer Culture, and New Literacies.” Reading Research Quarterly; Vol. 44 Issue 4, p399-414, 16p
Mihaela-Sofronia Jucan 161MKT-Personal Skills
