Marketing Oriented Approach Essay Example | Topics and Well Written Essays - 1000 words

Marketing point Approach - Essay ExampleTo this end it is useful to comp are and contrast between firms that lie at two ends of the spectrum the merchandise point firms versus the toil orientated. A marketing oriented approach is a activated approach in that companies produce new products/services based on node needs and wants (Kotler, 2007). However, it goes on the button than that in that it aims to establish long term profit adequate to(p) relationships with the client (Jeff, 2009). The aim of such firms is not just delivering a product has profitable node demand but also establishing long term association with them by exceptional customer service. Such service may be in the form of topping after sales service and/or consultation services provided by salespeople (Jeff, 2009). Kotler elaborates on the concept of marketing orientation by claiming that holistic marketing orientation is essentially a process that enables companies to capture customer lifetime value. The co ncept of building long lasting relationships with customers enhances the companys ability to understand the customer and retain him for a lifetime. Thus, the Pareto rule that 20% customers bring in 80% of the revenue is very hearty recognized by this approach which aims at capturing a customer and retaining him for life. Companies that therefore drifted away from the idea of offering low tolls towards offering a brand experience. Todays customer is no longer price conscious infact, contemporary trends have made the customer of today pressed for time with multiple claims on an individuals scarce time. Hence, convenience and satisfaction is the need of the hour. Thus, rather than competing on appeal, companies today are competing on attempts to provide a pleasurable brand experience to its customers. On the other hand, the production oriented approach is a proactive approach in that the company first produces the product/service that is roughly feasible for the company in terms o f its competitive priorities ( personify, quality, delivery, flexibility) and then makes an effort to sell it to the customers. Thus, production oriented firms are inclined towards mass production of goods that they are able to produce at the lowest cost due of economies of scale (Jeff, 2009). Perhaps, an obvious difference then is that companies adopting marketing oriented approach are able to offer differentiated, innovative and unique products as opposed to production oriented firms that offer standardized, low cost items at several locations (Jeff, 2009). Hence, the fundamental difference between the two is that in the former the customer is the capricious force behind a new product whereas in the latter, the company is the driving force. Furthermore, in production oriented companies the role of the sales force also changes from that of prior consultation to pushing the product to the customer once its produced (Jeff, 2009). Hence, the marketing oriented companies adopt what is known as a pull dodge (that is having the customer buy the product he/she wants) as opposed to the push strategy of production oriented firms (that push the product it develops based on low costs to the customer) (Kotler, 2007). Although both have successfully co-existed since a long time, it has been realized that most successful