...Heiens / Market Orientation Market Orientation: Toward an Integrated Framework Richard A. Heiens University of South Carolina Aiken Dr. Richard Heiens is Assistant Professor of Marketing at the University of South Carolina Aiken, School of Business Administration, 471 University Parkway, Aiken, SC 29801. (803) 641-3238. RichardH@Aiken.SC.edu EXECUTIVE SUMMARY "Market orientation," may actually encompass several different approaches to the strategic alignment of the organization with the external environment. This article develops a market orientation typology matrix as a pedagogical and heuristic tool to summarize these distinct approaches. Specifically, firms can decide to focus primarily on either competitors or customers as the situation dictates, or perhaps attempt the difficult task of simultaneously monitoring both with equal emphasis. The proposed matrix includes four distinct approaches to market orientation: "customer preoccupied," "marketing warriors," "strategically integrated," and "strategically inept". Firms which emphasize customer-focused intelligence gathering activities at the expense of competitor information may be classified as "customer preoccupied". Because the marketing concept promotes putting the interests of customers first, many researchers consider a customer-focus to be the most fundamental aspect of market orientation. Because the marketing concept encourages a business to be forward looking, a customer-focused business is likely to be more interested...
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...CHAPTER 2 MARKET ORIENTATION AND ITS IMPLICATIONS CHAPTER OBJECTIVES 1. To define the term ‘market orientation’. 2. To describe the development of the concept of market orientation 3. To explain why European organizations were slower than those in America to accept the concept. 4. To set out the characteristics of organizations that are market orientated. 5. To consider how a market orientation can be implemented in an organization. CHAPTER SUMMARY This chapter begins with a definition of market orientation and then looks at its historical development. In looks in detail at the development of market orientation in Europe. It then investigates the organizational and managerial characteristics of market orientated companies and looks at how market orientation can be implemented. ANNOTATED LECTURE OULINE Point 1 - Introduction. Market orientation is the implementation of the marketing concept. Being marketing orientated is more than just being customer-led. It requires the full support of the organization to be fully implemented in the long term and, indeed, may need a complete change in an organization’s culture. Point 2 - Defining market orientation. The text gives a number of the most frequently used classifications and states that market orientation is the implementation of the marketing concept; a form of organizational culture. Point 3 - The historical development of market orientation. Here a parallel can be drawn between the development of an organization and that of...
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...Development AOE Team January 11, 2002 Place Marketing The challenge of place marketing is to strengthen the capacity of a community or a region to adapt to the changing marketplace, seize opportunities, and sustain its vitality. Place marketing succeeds when stakeholders such as citizens, workers, and business firms derive satisfaction from their community, and when visitors, new businesses, and investors find their expectations met. January 11, 2002 2 Core Activities of Place Marketing Designing the right mix of community features and services Setting attractive incentives for the current and potential buyers and users of its goods and services Delivering a place’s products and services in an efficient, accessible way Promoting the place’s values and image so that potential users are fully aware of the place’s distinctive advantages January 11, 2002 3 Strategic Place Marketing Organize a planning group of citizens, business people, and local and regional government officials. Define and diagnose the community’s condition, its major problems, and their causes. Develop a vision of the long-term solutions to the community’s problems based on a realistic assessment of the community’s values, resources and opportunities. Develop a long-term plan of action involving several intermediate stages of investment and transformation. January 11, 2002 4 Strategic Place Marketing (2) The long-term solution involves improving four major marketing factors found in every community. Assure...
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...Answer: The Marketing Orientation and the Marketing Concept An organization with a market orientation focuses its efforts on 1) continuously collecting information about customers' needs and competitors' capabilities, 2) sharing this information across departments, and 3) using the information to create customer value. The market orientation simply defines an organization that understands the importance of customer needs, makes an effort to provide products of high value to its customers, and markets its products and services in a coordinated holistic program across all departments. In what we call the "Marketing Concept," the company embraces a philosophy that the "Customer is King." The Marketing Concept is an attitude. It's a philosophy that is driven down throughout the organization from the very top of the management structure. The Marketing Concept communicates that "the customer is king." Everything that the company does focuses on the customer. Via the Marketing Concept, a company makes every effort to best understand the wants and needs of its target market and to create want-satisfying goods that best fulfill the needs of that target market and to do this better than the competition. It wasn't always that way. There were other orientations that companies embraced over the years. The Production Concept has been around for years. That concept simply suggests that customers prefer inexpensive products that are readily available...
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...Marketing management orientations are different marketing concepts that focus on various techniques to create, produce and market products to customers. Companies use these orientations as a basis for their marketing campaigns. There are five different marketing management orientations including marketing, production, product, selling and societal marketing concepts. Other People Are Reading Types of Business Orientation The Difference Between a Marketing Plan & a Marketing Strategy Marketing Concept One of the five marketing management orientations is the marketing concept. The marketing concept is based on the belief that a company must create, deliver and market products more efficiently than the competition in order to turn a profit. To implement this concept, managers focus on researching the target market and customer's needs along with marketing the product in an integrated manner. Production Concept The production concept, the oldest marketing concept, is based on a belief that consumers prefer low prices and product availability. To implement the production concept, managers concentrate on low costs, mass distribution and high production efficiency. The production concept is mostly useful in developing countries where consumers are focused on obtaining products, rather than focused on the features of a product. Sponsored Links Try SMS Finance Marketing Try Finance Marketing With Free SMS Get Effective Finance Marketing ROI www.texttank.co.uk/Finance ...
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...SIMULATION TITLE: What is Marketing? SIMULATION DESCRIPTION: Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and owners of purebred dogs willing to pay higher prices for superior nutritional and health benefits. During an economic downturn, the Grand Champion brand suffered a sharp and prolonged decline in sales. The Marketing Manager must re-evaluate the brand's marketing strategy and marketing management orientation to determine if they need revision. You earned 100 percent. Background Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and owners of purebred dogs willing to pay higher prices for superior nutritional and health benefits. During an economic downturn, the Grand Champion brand has suffered a sharp and prolonged decline in sales. The brand has become unprofitable. The marketing team is concerned that customer needs and wants may have shifted. Your objective as Marketing Manager is to re-evaluate the brand's marketing strategy and marketing management orientation to determine if they need revision. Background Your supervisor, the Vice President of Marketing, describes your assignment. "We have traditionally been the market leader in the premium dog food market with our Grand Champion brand. However, during the recent economic downtown, the brand suffered a sharp drop in...
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...concepts of marketing for a relevant services industry This research is about the concepts of marketing. I will therefore start by introducing the key terms marketing and marketing management. (Allen, 2007) stated that "Marketing pertains to the interactive process that requires developing, pricing, placing and promoting goods, ideas or services in order to facilitate exchanges between customers and sellers to satisfy the needs and wants of consumers". (Kotler et al, 1996) suggested that "Marketing is the process used to determine what products or services may be of interest to customers and the strategy to use in sales, communications and business development'. The American Association of marketing (Gronroos, 1989) define marketing management...
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...Title: office clerk in marketing NOC code: 1411 (C category) 首先，先问清楚是什么原因，目前最大的可能性是因为NOC 的 job title不符。我拿的是一个clerk的工资，他们认为我们提供的工作描述是在做一个clerk的活，而不是admin assistant。但是不太可能是因为误解是在国内招，因为我之前已经写得很清楚是招 international student了，走student category了。因此我有两个对策。 1. 死不认错， 就跟他们说，我们当时招的就是 assistant，做的也是high skill的活，而不是clerk做的low skill。结果最好的话，说不定他们能够马上给我们改，但是这个好像不太可能。 2. 那就只好说我们确实填错了，可以重新填写 clerk的 职位申请，但是因为特殊情况，我的工签要到期了，可不可以加快审批进度，然后1周内得到审批？ 3. 然后就靠你了，晓之以情，动之以理，就说我在这边结婚了，也工作一年了，也买房子了，也很想帮助我移民，只是工签快到期了。 4. 他们也有一定的责任，本来审核周期是3到4周，他拖了6个月，我的工签早就等没了，如果当时3,到4周有结果，被拒也好，批了也好，我都有时间准备，但是现在真的没办法了。 下面是一个 office clerk的job description, 你可以参考一下看一下，跟 assistant的区别最大的是一个有工作经验一个没有。 Job description Recent years, the economics of Saskatchewan is booming, especially for the real estate industry. Morgan Dragon Development Corp. as a land development company is expanding the business rapidly under this economic tendency. We offer a position of an Office Clerk, which is marketing oriented. This job is responsible for performing administrative activities for a business' marketing and sales department. We would like to hire a local Chinese clerk for this position. The reason is that when more and more Chinese skill workers, investors, students immigrate to Saskatchewan, Chinese market has become our biggest market. Besides, Morgan Dragon Development Corp is a China-based company that 80% of managers are Chinese. Therefore, we consider hiring a local Chinese person due to the specific...
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...INDEX Strategic Marketing Management Papers 1. Decision making 1-1 Mizik, N. (2010) The theory and practice of Myopic Management. 1-2 Slater, S.F. and Narver, J.C. (1995). Marketing orientation and the learning process. 2. Innovation 2-1 Mahajan, V., Muller. E. and Bass, F.M. (1990). New product diffusion models in Marketing. A Review and directions for research. 3. Turbulence 3-1 De Meyer, A., Loch, C.H. and Pich, M.T. (2002). Managing Project Uncertainty: From variation to chaos. 4. Service 4-1 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual Model of Service Quality and its implications for future research. 4-2 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). Problems and strategies in Service Marketing. 5. Connected Customer 5-1 Dye, R. (2000). The buzz on buzz 5-2 Van den Bulte, C. (2010). Opportunities and Challenges in studying customer networks. 1-1 Mizik, N. (2010) The theory and practice of Myopic Management. Het artikel bespreekt de theorie en het empirische bewijs van myopic management (MM) met betrekking tot het uitvoeren van marketingactiviteiten. Het bewijst het onvermogen van de aandelenmarkt om marketing en innovatieactiviteiten juist te waarderen. De auteur beoordeelt de totale financiële consequenties van MM (bezuinigen op marketing en research-and-development uitgaven om winsten op te blazen) en is van mening dat myopia op lange termijn een negatieve invloed heeft op de waarde van het...
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...Zeggen Dingen’ (MZD) 3 2.2 HEMA Design Competition 4 3. Method 4 4. Findings 5 4.1.1 Analysis MZD 5 4.1.2 Analysis HEMA 7 4.2 Advantages of Co-Creation 8 4.3 Disadvantages of Co-Creation 9 5. Conclusion 10 6. Managerial implications and further research 10 References 11 Appendices 12 Appendix A: Transcription interview MZD (In overleg met docent) 12 Appendix B: Transcription Interview Price Winner Design competition HEMA 13 Appendix C: E-mail correspondence HEMA 18 Appendix D: Transcription symbols 20 1. Introduction Nowadays, there is an increasing demand for innovative products. Innovative products have several benefits. One of these is that it facilitates the enhancement of an organisation’s market orientation. Besides, it is needed in order to differentiate itself from their competitors. Lastly, innovation is required in order to achieve long-term performance which ultimately leads to the survival of an organisation (Lecture 1, 2015). Due to this increasing demand, organisations choose more frequently to involve their consumers in the new product development (also known as co-creating). In this report, co-creation was defined as: ‘Any collaborative activity in which one or more customers actively contribute to a new product development process’ (O’Hern and Rindfleisch 2009, p. 4). This analysis looks at products as the total of products and services offered in current society, instead of focusing on a limited range of tangible consumer products...
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...· Analyze the effect of channel management decisions on the marketing of your selected product or service. LaToya · Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen. LaToya Channel Management Decision: The channel management decision has a huge effect on the marketing of our new home pick up service. What is channel management? According to the web channel management is “The process by which a producer or supplier directs marketing activity by involving and motivating parties comprising its channel of distribution.” (www.businessdictionary.com) The channel of distribution is when goods or services flow from the vendor to the customer. Therefore, channel management decisions are needed to insure this process does not get interrupted. For example, the United Parcel Service (UPS) is a competitor that offers their customers the same home pick up service, so it is imperative that we manage our channels of distribution effectively. The main advantage of effective channel management decisions is it ensures that we keep an edge on the competitors and gain more customers in all markets. Appropriate Distribution Channels In the Parcel market there are various distribution channels we can utilize. There are four types of distribution channels: producer-customer, producer-retailer-customer, producer-wholesaler-retailer-customer, and producer-agent-wholesaler-retailer-customer. ...
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...Submitted in Partial Fulfillment Of the Requirements for Journal Critique #3 SM 325: Sport Marketing, Promotions, and Fundraising Instructor: Wooson Kim Michael Cassidy (Student) The Byron Nelson Championship is a very prestigious Pro Golf Association (PGA) tournament on tour. The Dallas, Texas tournament tends to draw more of an older crowd and now is trying to reach the markets of eighteen to thirty-four year olds (Smith, 2012). The PGA event will team up with ProPac Marketing as they introduce a marketing plan they are call “Argyle Army” (Smith, 2012). The campaign will hit many common areas around Dallas including a meet and greet and a Texas Rangers game (Major League Baseball) (Smith, 2012). Dallas is a very good area to advertise the PGA Tour event in because the city attracts close to 20,000 people per week (Smith, 2012). One of the things that the Byron Nelson Championship did was use its internal data sources to find out the age demographics of the crowd that attends their event. By using their data-base they were able to figure out that the majority of their crowd was in the older population, and they needed to reach out to the younger age demographic. Internal data sources can include sales records, inquiries, accounting records and website registrations (Hardy, Mullin, & Sutton, Data-based Marketing and the Role of Research, 2007, pp. 110-112). They are very easy sources to gather quick information about the people that are attending...
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...[pic] Introduction to Marketing 33:630:301:05 Classroom: Tillett Hall – Room 116 Session: January 23, 2012 – May 7, 2012 Time: Monday Evenings 6:40 – 9:30 Course Web Page: http://blackboard.rutgers.edu Professor: Edward Filippazzo E-Mail: eaf@andromeda.rutgers.edu Phone: 973-464-1385 Office Hours: By Appointment Textbook: Kerin, Hartley, and Rudelius, Marketing (10th ed.), McGraw-Hill, 2009. Study Aid on the Web: http://highered.mcgraw-hill.com/sites/0073404721/student_view0/ Course Description The objective of this course is to provide students with an introduction to marketing and the basic areas that comprise this discipline. Course content includes review of marketing theories, concepts, key terms and tools used in the consumer, reseller, services and industrial markets. Also addressed is the integration of marketing in the broader business context and the role it plays in today’s society. Course Format This course will use the textbook above to guide lectures, class discussion, assignments and exams. Multiple chapters from the text will be discussed during each class lecture. The lectures will discuss the theories and concepts, tools and techniques used in marketing, as well as provide examples of how these have been applied. Lectures will include content and discussion beyond what is provided in the textbook. Attendance and Participation ...
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...Article Summary The article that I read about marketing was The 7 Ps of Customer Retention Marketing. I found this article on a marketing website with tons of articles for people to read and for help on their products and companies. The author is Karl Wirth who is the CEO and a co-founder of Apptegic, a customer intelligence and marketing automation solution that enables online businesses to understand each customer and respond in real time. Karl Wirth’s message was basically explaining of how the 7 P’s of marketing apply to customer retention marketing. Karl Wirth’s stated, By acting on the 7 Ps of Customer Retention Marketing, you can keep your customers; make their interactions with your business successful; and in so doing make your business more successful. The evidence I found to support this theme was that they stated all 7 points of marketing in it. Everyone is use to the 4 P’s and what they do and how we use them, but they used three more that I have not heard of being used. Many CPG companies are now using online and social mediums to build direct relationships with their customers This article is very smart and logical and provides great information. It provides the four P’s: Product, Place, Price, Promotion. Yet it provides 3 more P’s to the reader, People, Processes and Positioning. I have never heard of those three. It states that People are the most important. Retaining customers is about building relationships, and relationships are about people. For Processes...
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...internally to establish as a high quality achiever. In this connection Walton is doing pretty good in this highly competitive electronics market. And there is a tremendous role of the dealers to promote the products through effective salesmanship to the customers. They are of vital importance for every company because they make a huge contribution in marketing and promoting of electronics products. So the more effective and efficient the sale forces are, the more profit they can make for their own as well as the company. This research program is undertaken especially to judge the market position of Walton. In spite of its sincere efforts, excellent image and credibility, the company is pressurized by the growing and aggressive competition in the industry. Faced with increasing competition in the market and huge sales target Walton realized the fact that there is no way but to be more aggressive in marketing. Though happy with the existing marketing system yet Walton management wants to keep their eyes open for unseen days and wants to develop their existing marketing system to cope with changing environment. Therefore Walton management has assigned to prepare a survey on The Market...
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