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Market orientation is the direction of your perspectives moves towards your target market include the decision-making perspective, market intelligence perspective, culturally based behavioural perspective, strategic perspective and customer orientation perspective.
It is also a business philosophy where your focus is on identifying customer desires, needs and/or wants in order to mee them.
Production Concept Marketing Definition. The production orientation amounts to "Build it cheap, and they will come." ... Understand Product Concept Marketing. ... What Is Sales Orientation? ... The Market Orientation Concept. ... The Societal Marketing Orientation.
There are five marketing concepts. A company should choose the right one according to their and their customers’ needs.
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Five Marketing Philosophies or Orientations
There are five different type of marketing concepts namely production concept, product concept, selling the concept, marketing concept, and societal marketing concept.
Production Concept
The production concept is one of the old philosophies of marketing which guides marketers to achieve organization goals. According to the production concept people prefer to buy the products which are produced on the mass level at low cost and widely available in the market. This concept totally phases out a customer, production takes place without taking customers’ needs and wants into consideration. This concept works well when the demand for the product is more than supply or product cost is required to be reduced by following the practice of mass production.
The organization has been using this concept not last long because this it ignores the other important factors like competition, new products, customer satisfaction etc. The organization most of the time compromise on quality in order to reduce the cost of the product which results in customer dissatisfaction leads towards product failure.
Product Concept
The idea behind product concept is customer will buy the product that is best in quality, design, features, and durability. Organizations follow product concept are too much focused on their product that they lost sight of other important factors like customer needs and wants. This concept leads towards “Marketing Myopia” which means organization fall with love with their existing products that they never think about other alternatives. If an organization is only focused on producing best desktop computers for the customer without keeping in mind that customer is willing for a portable solution such as laptop and PDA.
Selling Concept
Most of the organizations are still using the selling concept. This concept focuses on organization profits by putting efforts on sales and distribution of the product. This concept says customer will buy the product as long as selling efforts are made by the organization. Organization following this concept forgot that selling product one time to the customer will generate profits for a small span of time.
Marketing Concept
At last, innocent customers are considered in marketing concept, developing the products which fulfill the needs and wants of customers is the main theme of the marketing concept. Marketing is all about satisfying customers for retaining long-term relationship results in long-term profits. The big names like Dell computers, Microsoft, Oracle, Procter & Gamble truly practicing marketing concept which is a win-win situation for both organization and customers.
Societal Marketing Concept
Marketing concept happy the customers by fulfilling their needs and wants but without taking society well-being into consideration. Societal marketing concept tells the organization to offer the products which satisfy or surprise the customers and also think for social well-being.
Factors like pollution, population and health issues are the main societal issues which normally ignored in the marketing concept. If we take the example of a fast food restaurant offering burgers according to customer taste but what if it contains a heavy number of calories which raise serious health issues. Fast food restaurant offering tasty burgers with low fats is thinking about customers’ needs and want and the well-being of society.
