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Market Orientation

Market Orientation

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Market Orientation

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  1. Market Orientation Dr. Dennis Pitta University of Baltimore

  2. “Market orientation" = the implementation of the marketing concept

  3. What is the marketing concept?An example….

  4. Of what value are dogs?

  5. Dogs are... • ________________ • ________________ • ________________ • ________________ • ________________ • ________________

  6. Why would Pitta want a dog?

  7. Market wants are…. • Diverse • Can be really unique • Not always identified easily • Great - great motivators

  8. The result….. • Two just to be sure!!

  9. What should marketers focus on?It depends on their orientation.

  10. Production Orientation • Production emphasized • Company focus • Consumer often ignored

  11. Sales Orientation • Company Focus • Sales (volume) Emphasized • Stress on Selling Tactics

  12. Marketing Orientation • Focus: the Consumer • Profit Orientation • Integration of the Firm (coordination within the firm)

  13. More on “Marketing Orientation”

  14. Operationalizing the Marketing Concept • Intelligence generation • Intelligence dissemination • Responsiveness • Integration

  15. Intelligence generation • the collection and assessment of customer needs/preferences • and the forces (i.e., task and macro environments) that influence the development and refinement of those needs. • Multiple departments should engage in this activity because each has a unique market lens.

  16. Intelligence dissemination • the process and extent of market information exchange within a given organization • should be balanced between both the horizontal (i.e., interdepartmental) and vertical transmission of marketplace information • dissemination of intelligence occurs both formally and informally

  17. Responsiveness • action taken in response to intelligence that is generated and disseminated • focuses on the degree to which marketplace needs influence the assessment of market segments and development of marketing programs • speed and coordination critical

  18. Integration • (1) an expanded focus on market rather than customer intelligence, • (2) an emphasis on a specific form of inter­functional coordination with respect to market intelligence, and • (3) a focus on activities related to intelligence processing rather than the effects of these activities

  19. How does one measure Marketing Orientation? • Using the MARKOR scale

  20. How does one use the MARKOR instrument? • 20-item, MARKOR measure could initially be used to establish a base­line level of market orientation within an SBU. • As intervention programs are implemented, the organization could quantitatively chart its progress.

  21. Why use the MARKOR instrument? • There is a link between MO and company success • The relationship has been found in non-profits; manufacturing firms; service firms; established economies; developing economies