"The management process which identifies, anticipates and supplies customer requirementsefficiently and profitably"Most private sector organisations operate with some kind of profit related objectives, and if an adequate level of profits cannot be earned from a particular group of customers, a firm willnot normally wish to meet the needs of that group. Where an organisation is able to meet itscustomers’ needs effectively and efficiently, its ability to gain an advantage over itscompetitors will be increased (for example by allowing it to sell a higher volume and/or at ahigher price than its competitors). It is consequently also more likely to be able to meet itsprofit objectives.
Point 2 - Marketing as a fundamental business philosophy
marketing puts customers at the centre of all the organisation’sconsiderations. This is reflected in basic values such as the requirement to understand andrespond to customer needs and the necessity to constantly search for new marketopportunities. In a truly marketing oriented organisation, these values are instilled in allemployees and should influence their behaviour without any need for prompting.To many people, marketing is simply associated with a set of
As an example,market research is a technique for finding out about customers’ needs and advertising is atechnique to communicate the benefits of a product offer to potential customers. However,these techniques can be of little value if they are undertaken by an organisation which has notfully taken on board the philosophy of marketing.
Discussion topic: Undertake an informal audit of some organisations with which youare familiar. Assess how well these organisations perform on some simple indicators of market orientation, e.g., are opening hours designed to be convenient for staff ratherthan customers; are the "best" car parking spaces reserved for customers, or for seniorstaff?; do staff seem to be more concerned for the customer, or with following fixedprocedures?; does the company make it easy to buy its products?; does advertisingappeal more to managers’ egos, rather than consumers? How well does a universityperform in terms of being truly marketing oriented?
There have been many attempts to define just what is meant by marketing orientation. Amongempirical attempts to measure marketing orientation, a study by Narver and Slater (1990)