Marketing Orientation Definition and Benefits to Business

What is Marketing Orientation?

A marketing orientation is a marketing approach which focuses on what the customers want rather than what the business thinks is right for the customers. In this approach, companies make decisions based on the information about the needs of and wants of customers.

This movement towards the marketing orientation approach has been occasioned because customers are more knowledgeable and demand better quality and variety of goods, especially in the foods industry where the company operates.

This is opposed to the product-oriented approach in which a business firm produces goods and services based on the product lines in which it has strengths. The product oriented approach often leads to unsuccessful products – especially in well established markets.

Yorkshire Dales Cheese Company is an example of companies that have failed as a result of using a product oriented approach. Such companies must adopt the marketing orientation approach to gain the benefits of focusing on customer needs.

Importance of Marketing Orientation

Marketing orientation is important for the company because it will give it an opportunity to focus on the needs of customers; hence satisfying their needs and earning their lifetime loyalty. As a result, Yorkshire Dales Cheese Company will be able to improve its market share and increase sales of the product.

The company is operated in well-established cheese and beef markets (UK, Ireland and USA), and should therefore develop marketing oriented approach because such markets have moved towards the market-oriented approaches.

Given the competition in the market, it is important for the company to be sensitive about the needs and wants of customers. In this case, marketing orientation promotes customer focus which in turn leads to increased sales.

Firms which engage in product orientation fail in competitive markets. Unlike technology-intensive products such as mobile phones which create demand, need or want by customers; food products succeed only through marketing orientation marketing approach.

Evaluation of customer needs is an essential step in satisfying customers. Once the business identifies the needs of customers, it can then develop products that can meet them. The next step is to monitor the commitment of the company in meeting customer needs.

The most significant aspect or benefit of developing such a marketing orientation to the company is that it enhances its competitive advantage (Narver & Slater, 1990). It promotes differentiation strategies and encourages customer loyalty through effective satisfaction of their needs.

Customer satisfaction is measured systematically and frequently in a marketing orientation approach in order to ensure that the company meets the needs of customers always.

In general, marketing orientation approach has the following benefits to the company: increased competitive advantage, improved performance, increased customer satisfaction, increased sales revenue and high profitability.

Therefore, companies such as Yorkshire Dales Cheese Company should develop a marketing orientation approach in its marketing strategies in order establish a good position in the market and enhance its profitability.

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