A Marketing Orientation And A Production Orientation Marketing Essay

A Marketing Orientation And A Production Orientation Marketing Essay Marketing can be defined as the company satisfying customer and market needs by creating value through communicating and working with customer. Different company have their different business strategies. Marketing can be classified into many types of, such as consumer orientation, marketing orientation, demand orientation and production orientation. An explanation of the academic meaning of marketing orientation and production orientation will be shown in this essay and then their main difference. Marketing orientation is when a company finished some researches of the customer and society needs before them producing products for the markets. Production orientation is when a company manufacture goods for the market without doing any researches. An example of the Champagne markets in French has succeeded in use marketing orientation, wine industries use production orientation to develop their markets. There are four main differences between marketing orientation and production orientat ion will be discussed in the following words. First of all, their cores are different. Secondly, their selling means are different. Thirdly, their marketing strategies are different. In the end, their goals are different. Marketing orientation refers to an organization in accordance with market demand to develop the business plan. Business objective should be to satisfy customer needs, not just using the existing production equipment or raw materials. An oversupply in the market, industry competition, consumer products or services required for its wide range of choices has been a market context, business managers how to adapt and meet consumer requirements? Enterprises should in-depth analysis of the markets information and change production planning. And then actively develop some new markets. However, business can stimulate consumption and increase profit by follow these findings to product goods and services. Enterprises have to know the sufficient information before they develop a new product. They need to give full consideration to the interests of customers and society. Marketing orientation contains two major components: competitor-focus and customer-focus (Heiens, R 2000). In marketing orientation, its marketing concept is put the interest of consumers first. Many academic marketing researchers think customer-focus is one of the most important aspects of marketing orientation (Heiens, R 2000). Because it stimulate a company has foresight of their planning. A long-term business may more interest in customer-focus than short-term business. Also a customer-focus company can gain large profits and succeed by pay attention on consumer needs (Heiens, R 2000). A competitor-focus business can easily to identity their goodness and weakness through they compete with other strong contenders. Aim is they can always stay at the top in the industry and become a giant corporation in the future. Thus, business can choose to focus on customer needs in a growing market or on competitors in stable markets. If a company only use one orientation may caused an economic policy that is doomed to failure. For example, marketing orientation and consumer orientation always coexist in market. Both of them considered customer and competitive first. Customer orientation means an enterprise to meet customer needs and improve customer value for the business starting objective. In the process of marketing, businesses need to pay attention to consumer preferences and consumer behavior. Business need to attach importance to new product development, marketing innovation and then adapt changefully customer requirements. Consumer orientation is a significant basis for marketing orientation for commodity economy. Business must consider customers spending power or behavior before doing survey and researches to find consumer demand. Hence, there is interaction between the two orientations. Production orientation means company will focus primarily on improving yield, and reducing costs through mass production and compression costs to economies of scale. Ultimately achieve the goal of increasing profits. Although the production orientation is the early stages of development in the commodity economy, the lack of integrated marketing sense. But it still is the most important of the marketing concept for some small companies. It is difficult for them to compete with a big company or huge multinationals. Enterprises will try to find some methods to selling their products, such as advertising. They attracted the attention of consumers by putting advertisings on newspapers or TV ads. There is an example of the small champagne producers in the Champagne region of France. The Champagne region of France has been built for around 1500 years. Its so popular in making wine in the world. At this wine region, over 34,000 hectares have been planted grapes. Most of the larger and well-known producers have set up at Reims and Epernay, centre of the Champagne region. There are also some small growers in the vineyards, each with around two hectares of land. Most of the biggest sized producers are family enterprises, the largest one producing 1.5 million bottles per year and the smallest only 2000. The global wine industries face a more challenging trading environment in nowadays. Wine products have already exceeded consumption in the last twenty years (Osmond Anderson, 1998). There is a general decrease in the French wine industry. However, champagne market still success, both in import and export markets. This success can be believed that champagne producers satisfying international customer demand (Lockshin, L 2002). Meanwhile, the international consumption has decline in the traditional wine producing areas of Europe. Champagne producers have a clear growth strategies and a collaborative approach. They should attach importance to the needs of customers and competitors. They strive on customer needs or tastes and competitors to seek a balance between the marketing concepts, known as marketing orientation. Champagne producers use marketing orientation for their main selling policy. So the key success factors for their enterprise because they understood market demand and help ful to customers. Customers have been considered to be the primary focus of a marketing orientation (Payne, A 1988). Satisfying customer should be the primary task of any business (Levitt, H 1960). Champagne producers investigate and study the market potential demand for. Ideally, they understand both of the customer and market needs, competitors information, the current wine market trends. There are some benefits of marketing orientation can be shown through the Champagne market. Champagne producers have the opportunity to understand the current market demand and customer requirements. They are allowed timely to develop and improve new technology and machinery. So the effect of marketing orientation on producing products is increasing effectiveness and efficiency. The main benefit of this approach not only satisfying consumer needs and tastes but also Champagne producers. Businesses want to make maximize profits from sale wine. Thus, an increasing profits through the increasing customer satisfaction. So profits will increase by consumption increase. So the Champagne producers seem to be absolutely succeeded. If one company insisted on using this strategic approach, his products are likely to survive longer in Champagne market. Why many wine industries props up enterprises have no market focus? Most of wine industries are family enterprises. They improve producing efficiency and quality of production and then reduce cost of materials, this marketing concept known as production orientation. Wine producers do not care about customer or society needs, the production based solely on production plans without consider the possibility to sell them. They have produced wine for more than hundred years. They wont change technology or selling policy. And they dont research customer tastes and market demand. In a sellers market conditions, producers need not worry about wine sales do not sell out. Production orientation is an old kind of business philosophy. Because of this, wine industry began to decline. But champagne market is booming. Therefore, enterprise managers start to recognize that in such a market context, how to adapt to consumer needs and how to achieve customer satisfaction is the most effective planning foundation. It can be believed have very good far-reaching effects to a business (Heiens, R 2000). There are also some downsides of production orientation are shown through wine industries. Production orientation concept is a basic operating guideline in the early development of commodity economy. During this period, most of the wine industries lacks of productivity. So the deflation occurred in the markets, industry cannot produce enough wines. Supply of goods is less than consumer requirements. Customers can only passively accept the goods on the market, thus forming a sellers market. Customers will change their behaviour all the time. Thus, these wines may do not meet the customer tastes. They dont understand customer The foregoing example suggests that there are many differences between marketing orientation and production orientation. Production orientation is a typical feature of a planned economy. Business producing products based on production plans without regard the possibility to sell them, the product improvements or return of profits. Marketing orientation is based on customers demand and produce marketable products for the purpose of profit. Marketing orientation makes the products are improved constantly in order to meet the market demand. Firstly, difference between their cores. In production orientation, wine industries sale wine what are they produced. Businesses may not do any survey to research customer tastes and demand. They used traditionally technology and grapes to product wines in many years. Wine producers never care about sales rate and profits. They believed that customers loyalty to the brands. But in marketing orientation, champagne producers produce products what they will sale. Business managers will make an investigation on customer demand and focus on consumer tastes. They product champagne what are consumers demand. Therefore, champagne producers will obtain the maximum profit. Secondly, difference between their selling means. In production orientation, wine producers may use sales promotion and strong merchandising so as to increase profits. During the period of selling a new product, business put the new characteristics of the product on TV ads. The purpose is to allow more consumers know information of new products. In marketing orientation, champagne producers use a marketing concept Marketing Mix. Marketing mix means that a company selected the target markets with an integrated consideration of environmental, capacity and competition (Neil, H 1984). Using all of the factors to be the best combination and use to complete the business purpose and mission (Neil, H 1984). Marketing mix can be considered as an important component of marketing strategy. Thirdly, differences between them use marketing strategy to promote the products. In production orientation, wine producers do not actively investigate customer preferences and needs. They use the wines tastes or wine of a good year to attract customers. In marketing orientation, champagne producers spend a long time doing researches and find customer demand. They meet customer value. Customer value refers that suppliers bring benefits to their customers. Companies will produce what is consumer really needs. Champagne markets can still booming because they satisfied buyers. Finally, their ultimate goals were different. In production orientation, company gain profits through selling products. They only focus on improving quality of commodities and services and reducing production costs, whatever can they sale out. In marketing orientation, company satisfy customer needs in order to gain profit. They will produce the popular products which are the customer really want to buy, even though some commodities may too expensive. In conclusion, wine production is an interaction of the producers purposes. Their market focus, their marketing background, and the changes in the industry generally. Additionally, market strategies depend on how the owner views him/herself.

Letter to a friend regarding interesting experience in Management Class Essay

Hope all is well at your end. It has been a long time since I last heard from you. I guess you have a busy and hectic university schedule like mine which does not allow you much time apart from your course work. I don’t blame you at all because I know what a roller coaster ride this business studies really is. I am on my summer vacations now so I finally got some time to correspond with you. I would like to update you with my experience so far with my courses. I would specially like to brief you on my enthralling and interesting experience in my Management class. Business studies have an array of different courses to offer. All these courses have their application in real life, if not fully, then at least to some extent. The most common term which is associated with business people is ‘managers’ which brings us to the most basic and necessary course of Management. Management is the basic requirement of any organization and is the foundation of running a business. Without it business would be nil and there would be total chaos and catastrophe. Management has tons of practical application and offers concepts which have vast dimensions and scope. This course has been the most interesting and enthralling learning experience so far in my studies. Of course I can not give you account of the entire course but I would like to mention one very exciting and challenging activity which was conducted in the management class. This activity was regarding teamwork. You must also have learnt a lot in your engineering studies how there are different teams of engineers that take up huge scale projects. Same goes here in our business studies as well. There are various different kinds of teams such as self managed teams, cross functional teams, special purpose teams and so on. The activity which we did was regarding the most famous kind of team; problem solving team. As you must have got the idea from the name, problem solving teams or also famously known as task forces are teams that are formed especially for a problem to be solved which can not be catered to and solved by the existing organizational structure. This team brings in members varying according to the nature of the problem from different departments of the organization. This shows that problem solving teams are cross functional. (Reference for Business, 2010) The activity was conducted in such a manner that our Management course instructor first explained to us all the different types of teams which involved problem solving team as well. Then to demonstrate how the problem solving team really works in the real world he divided our class into different groups. Each group comprised of 8 members each and each group was handed a business related problem which needed to be solved. We were given a time frame of 50 minutes in which we had to come up with a plan of action to solve the problem and then we were required to present it. This was a really challenging and exciting activity. The problem which was handed to my group was that we were required to suppose a business organization that dealt in supplying of different beverages in 48 out of 50 states of U.S.   There were complaints from three major states which were Arizona, Kansas and Colorado. The major complaints were of similar nature that the supply of the beverages was not on schedule, the stock that reached to retailers was not in good condition and that the beverages supplied were not in accordance with the demand of the people. We were required to discover the reasons that why were these problems occurring in only 3 of the 48 states and what erroneous actions were responsible for these three major complaints. We approached this problem in a very professional way. We first decided upon who will lead the group and fortunately the group members general consensus was for me as a team leader. As a team leader I was the one who had to approve the final plan of action with the input suggestions and research of the different members. We decided upon that our team had members from various departments of Finance, Marketing, Sales, Research and Development and Distribution Management. We formulated our problem solving report in such a manner that first we gave a brief introduction of the problems. Then we assumed different logical reasons which could have been behind these complaints. The reasons and findings that we listed in our report were that our suppliers were categorized into 16 different teams. Each team was given 3 states for which they were responsible of supplying the beverage. One particular team was given the states of Arizona, Kansas and Colorado as they are geographically situated close to each other. As the complaints were regarding these three states hence we found that the supplier team was performing some erroneous actions due to which these complaints arose. On further imaginary research we found out the findings for each of the complaints. First we found that this team was complaint about in past as well by number of retailers regarding their lethargic attitude and poor display of punctuality. So it was found out that the team comprised of members who were irresponsible and did not meet the time restrictions of the schedule which resulted in late supply of the stock of beverages. Second complaint was due to the same reason as first. The reckless attitude of the particular team showed that they mishandled the stocks. Beverages are objects held in fragile coverings and bottles and need to be handled with care which this particular team did not display. The third complain was that of the supply not in accordance with the demand which again was due to the poor performance and reckless and untrained staff of this team. They did not record and process the orders properly which resulted in the wrong supply frequently that bothered numerous retailers. So after we had our findings we were now in position to develop a plan of action based on these findings. The plan of action was formed with collaboration with the different departments of the organization. The action decided upon to be taken was that this particular team was to be fired. Other teams would be also appraised on performance to see whether they were a source of complaints in their states or not and whether they are up to the mark or not. All those members that won’t be up to the mark would either be trained or fired. The empty vacancies would be filled by renewed hiring of the staff which would take special care that highly trained and responsible staff is hired. For the entire plan of action to carry out special assistance would be required from Human Resource Department. This concluded our entire report for the solution of problem. We then presented the whole scenario, our findings and proposed solution in front of the entire class. As Group leader I took the responsibility of presenting. It was really good experience to present in front of the entire class. The teacher appreciated our approach to the problem and gave us a few helpful additional suggestions which would give edge to our report. The class also applauded our presentation and our presentation was ranked the best in all the presentations.   All this was due to combined team effort. This was the experience I wanted to share with you. It was not just a moment of pride for me because of the best presentation, but the activity itself was so exciting and fruitful to provide us with concepts that I could not resist but share with you. I am sure you have experienced such exciting activities at your university as well. I am really looking forward to hear from you your eventful time at university. I hope you are having a good time and enjoying the studies because I think you can not learn until you enjoy you studies. Hope to hear from you very soon. I am looking forward to your reply and account of the activities at university. Hope to see you soon. Take care. Reference: Reference for Business. (2010). Teams and Team work. Retrieved May 15, 2010, from,

Write My Essay in 6 Hours - What Is It?

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Gender Roles Of Women And Men - 1461 Words

For years, women have always been inferior to men. Even the bible states, women must be submissive. During War World II, women got a chance to experience a hint of freedom. Not by choice of course. While men went off to war, women had to hold down the fort at home. This marked the beginning to pioneer change. No one foresaw this innovation until it was too late. In a society were men are superior to women, was no longer susceptible. The road towards equality was certainly not an easy one. Although many successful strides towards women’s rights have been accomplished, women still to this day, are fighting. One major concern that women have been battling with for years, is income inequality. Not only is it biased towards women, but it is discriminatory. Since the end of War World II in 1945, until 2016, why is this still an ongoing issues? In order to answer that, we must first analyze our past. Gender roles of women and men in the 1930s was traditional. The Men provided and wo men were wives and mothers. During World War II, a plethora of women worked jobs with the intent off returning back to their domestic roles after the war. Most were jobs that men typically worked in. Some women obeyed, while millions were forced, or persuaded, to leave (Jannson, 2015). However, the cat was out of the bag. These women got to experience a dash of freedom and wanted more. Women who had to work outside the home during the 1930s before war, were often able to secure jobs in â€Å"feminineShow MoreRelatedGender Roles Of Women And Men845 Words   |  4 Pagesexpected to play specific gender roles. In Canada women and men are thought of as equal, having the same rights to respect, autonomy, and independence (Bonvillain and Miller 2013: 39). The CBSA ignored this right when the agency allowed religious travellers to avoid female guards. 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From the day we are born, we are instantly given a blue blanket if we are a boy or a pink blanket if one is a girl. In society, we are told that we can be whoever we want to be, but many people especially women are criticized if they want to endure a path that is similar to a male. In literatu re, authors are able to express from their realRead MoreGender Roles And Expectations Of Men And Women1009 Words   |  5 Pagesthe last few decades, there has been a trend of shift in roles and expectations of men and women. The shift was dynamic in the latter half of the twentieth century. World had been made a great stride in acquiring and adapting to the new definition of gender roles. These changes can be seen in the fields of education, media, economics as well as many other things. The reason for the change is a rapid increase in the number of women at workplaces-worldwide. Unlikely, this wave of change is