TPT marketing orientation

MARKETING EVOLUTION

ORIENTATIONS IN MARKETING

PRODUCT ORIENTATION

PRODUCTION ORIENTATION

SALES ORIENTATION

CUSTOMER ORIENTATION

MARKET ORIENTATION

SOCIAL ORIENTATION

DIFFERENCES BETWEEN TRADITIONAL PERSPECTIVE & MODERN PERSPECTIVE

PRODUCTION ORIENTATION

Consumers favour products that are available and highly affordable

Characteristics:

• Management effort to achieve economies of scale and broad distribution.
• Demand > Suply.
• Low competition.
• Customers are undemanding.

PRODUCT ORIENTATION

Consumers favour products that offer the highetst quality, performance and innovative features.

Characteristics:

• Management effort to manufacture good products and improve them over time.
• ‘Marketing myopia’.
• Competition increases. Balance between suply and demand.

SALES ORIENTATION

A sales orientated company's focus is simple; make the product, and then sell it to the target market, instead of manufacturing what could be sold.

Characteristics:

• High competition. Suply > Demand.
• This philosophy assumes that people will buy if aggresive sales techniques are used.
• It is often found in companies that manufacture unsought goods or showing an excess of productive capacity and political marketing.
• It is based on the fact that unsatisfied customers won´t spread their experiences.

CUSTOMER ORIENTATION

This orientation aims to find out customer needs, in order to manufacture what they are demanding. The company focuses its activities and products on consumer demands.

Characteristics:

• Managers are focus on meeting the needs of customers.
• Suply > Demand: Customers are more demanding.

MARKET ORIENTATION

A company philosophy focused on discovering and meeting the needs and desires of its customers better than the rivals.

Characteristics:

• It enlarges the previous orientation (customer).
• Managers want to anticipate to the competitors: desgn of strategies of defense and attack, evaluation of strengths and weaknesses of the company and of the rivals…

SOCIAL ORIENTATION

The socially resposible management of marketing involves:

• To be aware of the existence of a variety of people involved in marketing activities (managers, owners, employees, suppliers, customers, government, environment, local, national and international community, etc.)
• To sacrifice a part of the profits of the company to certain ethical or moral consequences.
• To reduce or anticipate damages.
• Companies that endorse this idea follow the marketing orientation; plus, they also believe that their product or service protects or enhances society's interests.

TRADITIONAL PERSPECTIVE & MODERN PERSPECTIVE

Traditional

Modern

• Our weaknesses shoul be balanced with our strengths, rather than hidden them.
• A good salesperson is hearing 80% of his/her time.
• I recognize my rival and I refute his explanations with respect.
• Products based on the satisfaction of needs.
• Research the needs and wants customers.
• Commercial arguments focus on the benefits that customers will receive.
• Quality depending on the customer.
• The salesperson as a consultant for customers.

• Ignore the weaknesses of my product.
• A good salesperson talks a lot.
• Never mention your competitors.
• Products based on technical possibilities.
• Don´t consider customer needs.
• Commercial arguments focus on technical characateristics.
• Adulate customers.