Marketing Orientation Essay

There ask been many studies of the term market penchant, and its presence within organisations. trade preference course is an approach that companies take which centres its activities towards achieving guest satisfaction by dint of stiff marketing. It is where clients form the basis of an organisations performance and overall victor. In order to come across successful marketing orientation, a high society must organise an useful structure through planning its activities, products and services successfully.This will help the caller on steeringing its aims and objectives on the needs and requirements of its clients, in order to substantiate a kin that will addition performance and success. grocery store orientation is the organisation wide development of market intelligence pertaining to customer needs. (Kohli and Jaworski, 1990. p12) 2 approaches to marketing Orientation have been suggested by Avlonitis and Gounaris (1999), focusing on the practices and nicet y that the conjunction adopts. It has been interpreted by Avlonitis and Gounaris (1999) that marketing orientation is either a corporation attitude or company behaviour. This is whether a company is customer orientated or focuses on a competitive advantage through marketing orientation. Other authors have similiar thoughts upon these approaches to marketing orientation. Drucker (1954) believes that customers perceive marketing as an activity involving the entire organisation, rather than being a specialised company process. The authors view coincides with the work of Avlonitis and Gounaris (1999), as he focuses on the attitude organisations have in satisfying customer needs. The some other side to this approach is the significance of a companys assimilation towards marketing orientated activities.Felton (1959) states It is the attitudes and beliefs of a workforce that checker the level of orientated activities a company strives to execute, implying the focus is on themselves competing rather than putting the customer first. Trout and Ries (1985) perceive marketing orientation as an effort by companies to annex contention advantage, rather than satisfy customer needs. Therefore the companys refinement is focusing its strategy on competitor orientation in order to achieve success. An organisations performance is a very important tantrum of successful marketing orientation.Narver and Slater (1990) state that marketing orientation is found on 3 performance measures, which include customer and competitor orientation, and inter-functional coordination. Introducing efficient performance measures can have positive influences on companies, as it helps the companys culture set aims and objectives for a successful approach to marketing orientation. Jobber (2007) also describes the importance of these measures, stating A marketing concept culture that manifests in corporate activities to create superior value for customers. However, specific marketing activ ities relating to the behaviour of a company have emphasis on managerial control rather than the natural culture of the organisation (Ellis, 2004), which relates to the work of Trout and Ries (1985) and their beliefs of companys influencing the importance of competitor orientation over the satisfaction of their customers. tangy (1991) argues the approach to marketing orientation as described by Drucker (1954), verbalize that its more than just about customer focus Market orientation has a principle element of focusing on useable markets and customer needs.Sharp criticises this view of orientation, as costs of maintaining customer focus will incur in unstable markets, affecting a companies orientation plan. In order to balance this procedure, a company needs bear on focus in its approach to marketing orientation, which will help achieve success and efficiency. The link between organisational strategic thinking (Sharp, 1991) and managerial control (Ellis, 2004) helps towards a succ essful company through competitor orientation. Ellis states that in force(p) performances increase through analysing competitor actions, in order to create a competitor advantage.However, companys still need to be responsive to customer needs due to volatile markets. Overall increases of a companys orientation, resulting from effective customer satisfaction, will then lead to greater performances (Kohli and Jaworski, 1990). The relationship between performance and marketing orientation is analysed negatively to strategic marketing. the pits (2005) considers the external environmental aspects of marketing orientation, emphasising the importance of linking performance and marketing orientation in order to meet the needs of customers.Sin believes that if companies developed their approaches towards linking these two factors, a more in depth examination of customers needs could be undertaken, which would lead to higher performances within the company. Sin agrees with Sharps views, by describing the inclusion of customer needs as hale as company aims and objectives. A strategic way of thinking is described by Sharp, where marketing orientation is described as being the most relevant, as it focuses on company, and not just market characteristics.The analyses of various journal articles relating to marketing orientation has led me to understand the different issues relating to marketing orientation. I agree with Kohli and Jaworski (1990) that a company should balance its orientation between customer focus and its aims and objectives, for effective performances. The authors were very clear and focused on what strategies were effective in approaching marketing orientation. I felt that this analysis helped me understand the best mode of adopting marketing orientation and how to effectively respond to customer demands, as well as creating a competitive advantage.Limitations to the analysis were discussions from Felton (1959) and Trout and Ries (1995). The views of these authors concentrated on companies who take marketing orientation to create a competitive advantage as its main priority. The context of this article focused totally on businesses success and shadowed the importance of customer orientation, something which I feel is crucial for overall success.