Marketing Orientation, Seminars
Assisting in marketing orientation and activities. Providing
services in risk management and organizational changes.
A market orientated company is one that organises its activities,
products and services around the wants and needs of its customers.
By contrast, a product-orientated firm has its primary focus on its
product and on the skills, knowledge and systems that support that
Until the late 20th century many firms were product-orientated and
failed to understand the changing needs of their customers in an
increasingly competitive marketplace. A major swing towards
market-orientation has led to intensified marker research and
product ranges carefully designed to fir customer preferences.
However, product orientation can still be important in keeping an
emphasis on quality, safety and investment in new technology.
Successful companies recognise the importance of both approaches.
Products must start with the needs and wants of customers. But
delivery of a profitable product depends on efficiency and quality
In the real world, market and product orientation are closely
intertwined so that companies like Gillette, Coca-Cola and Travis
carry out market research into what consumers want
organise product research in line with the results of market
constantly engage in qualitative market research to find out what
focus groups of customers think of new ideas
test market new products in smaller market areas before launching
them onto a wider market
evaluate ongoing customer perception of goods and services, in order
to make improvements to technologies and product offerings.
Market orientation gets the right product: product orientation get
the product right.