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Defining Marketing Orientation  Chapter II
What is Marketing Orientation? <ul><li>A  marketing orientation  is a customer focus that is embodied in a company's:  </l...
When Marketing Orientation begins? <ul><li>It occurs when  everyone  in the organization is constantly aware of:  </li></u...
Where Marketing Orientation ends?
Keys of Building Marketing Orientation  <ul><li>Pay Attention to Your Customers </li></ul><ul><li>Match company offerings ...
Pay Attention to Your Customer <ul><li>Marketing is a way of understanding and satisfying the customer  </li></ul>NEEDS WA...
Customer Needs <ul><li>Customer needs are the underlying force for making purchasing decisions </li></ul>Stated  NEEDS Rea...
Match Your Offerings to Customer Needs  Goods Services Experiences Events Places Properties Organizations Information Ideas
Manage Demand Forms of DEMAND Negative Unwholesome Overfull  Increasing Irregular NO Demand Latent Full demand Declining
Marketing Approaches (1) Production Product Selling Consumers prefer products that are widely available and inexpensive.  ...
Marketing Approaches (2) Marketing Societal  marketing The key to achieving our goals is our ability to be more effective ...
Building Marketing Orientation <ul><li>Persuade all employees of the need to be customer-focused </li></ul><ul><li>Design ...
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Mmi marketing 2

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Mmi marketing 2

  1. 1. Defining Marketing Orientation Chapter II
  2. 2. What is Marketing Orientation? <ul><li>A marketing orientation is a customer focus that is embodied in a company's: </li></ul><ul><ul><li>Mission: its very reason for existing </li></ul></ul><ul><ul><li>Strategy: the concrete actions the company must take to achieve its mission </li></ul></ul><ul><li>A marketing orientation is vital because it helps your company achieve its mission </li></ul>
  3. 3. When Marketing Orientation begins? <ul><li>It occurs when everyone in the organization is constantly aware of: </li></ul><ul><ul><li>Who the company's customers are </li></ul></ul><ul><ul><li>What the company's customers want or need </li></ul></ul><ul><ul><li>How the firm can satisfy those customer needs better than its rivals </li></ul></ul><ul><ul><li>How the firm can satisfy customer needs in a way that generates the kind of profits that the company wants to achieve </li></ul></ul>
  4. 4. Where Marketing Orientation ends?
  5. 5. Keys of Building Marketing Orientation <ul><li>Pay Attention to Your Customers </li></ul><ul><li>Match company offerings to customer needs </li></ul>
  6. 6. Pay Attention to Your Customer <ul><li>Marketing is a way of understanding and satisfying the customer </li></ul>NEEDS WANTS DEMANDS
  7. 7. Customer Needs <ul><li>Customer needs are the underlying force for making purchasing decisions </li></ul>Stated NEEDS Real NEEDS Unstated NEEDS Delight NEEDS Secret NEEDS
  8. 8. Match Your Offerings to Customer Needs Goods Services Experiences Events Places Properties Organizations Information Ideas
  9. 9. Manage Demand Forms of DEMAND Negative Unwholesome Overfull Increasing Irregular NO Demand Latent Full demand Declining
  10. 10. Marketing Approaches (1) Production Product 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. The Belief Behind It Company Focus 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
  11. 11. Marketing Approaches (2) 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. The Belief Behind It Company Focus 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.
  12. 12. Building Marketing Orientation <ul><li>Persuade all employees of the need to be customer-focused </li></ul><ul><li>Design the right rewards </li></ul><ul><li>Hire strong marketing talent </li></ul><ul><li>Develop in-house marketing-training programs </li></ul><ul><li>Support efforts to restructure the company as a market-centered organization </li></ul>

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