Marketing Orientation

 Marketing Positioning Essay

There were many studies from the term ‘marketing orientation', as well as its presence within organisations. Marketing orientation is an approach that companies take which centres its activities towards obtaining customer satisfaction through effective advertising. It is in which customers constitute the basis of an organisations functionality and general success. In order to achieve effective marketing alignment, a company need to organise an effective structure through planning their activities, products and services successfully. This will help the company upon focusing their aims and objectives within the needs and requirements of its customers, in order to set up a relationship which will increase efficiency and achievement.

‘Market orientation may be the organisation extensive development of market intelligence pertaining to customer needs. ' (Kohli and Jaworski, 1990. p12)

Two ways to marketing Orientation have been advised by Avlonitis and Gounaris (1999), centering on the practices and lifestyle that the organization adopts. It has been interpreted simply by Avlonitis and Gounaris (1999) that promoting orientation will either be ‘a organization attitude or company behaviour. ' This is whether a organization is client orientated or focuses on a competitive benefits through promoting orientation. Additional authors have got similiar thoughts upon these types of approaches to marketing orientation. Drucker (1954) believes that customers perceive promoting as an ‘activity relating to the entire organisation', rather than like a specific organization process. The author's view coincides together with the work of Avlonitis and Gounaris (1999), as he is targeted on the frame of mind organisations have in fulfilling customer requires. The other side to the approach is definitely the significance of a company's lifestyle towards promoting orientated actions. Felton (1959) states; ‘It is the thinking and morals of a workforce that control the level of orientated activities an organization strives to obtain, ' suggesting the focus is usually on themselves competing rather than...

References: Avlonitis, G., and Gounaris, S., 1999. Advertising orientation as well as determinants. An empirical analysis. European Record of Marketing (online) 33 (11) 1003-1037

Readily available Via: Emerald Fultext (Accessed 09 December 2007)

Brooksbank, R., and Taylor, D., 2005. Proper marketing for action: A comparison better and decrease performing developing firms in the UK. Marketing Intellect & Preparing (online) 25 (1) 31-44

Available Via: Emerald Fulltext (Accessed 09 Dec 2007)

Druker, S., 1954. The practice of management. Harper and Line Publishers Incorporation., New York, NY

Ellis, G., 2005

Available Via: Emerald green Fulltext (Accessed 28 Nov 2007)

Jobber, J., 3 years ago

Kohli, A., and Jaworski, B., 1990. Market Positioning: The develop, research selections, and bureaucratic implications. Record of Marketing (online) 9 (6) 1-18

Available Via: Business Source Most recognized (Accessed 01 Dec 2007)

Narvar, A., and Slater, St ., 1990. The effect of marketing orientation on business earnings. Marketing Science Institute. 89-120. Cambridge, MUM

Payne, A., 1988

Available Via: Business Source Premier (Accessed '08 Dec 2007)

Well-defined, B., 1991

Available By way of: Emerald Fulltext (Accessed 09 Dec 2007)

Sin, T., 2005

Offered Via: Business Source Top (Accessed 08 Dec 2007)

Trout, J., and Ries, A., 1995

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