Marketing Orientation Essay Example for Free

Marketing Orientation Essay There have been many studies of the term ‘marketing orientation’, and its presence within organisations. Marketing orientation is an approach that companies take which centres its activities towards achieving customer satisfaction through effective marketing. It is where customers form the basis of an organisations performance and overall success. In order to achieve successful marketing orientation, a company must organise an effective structure through planning its activities, products and services successfully. This will help the company on focusing its aims and objectives on the needs and requirements of its customers, in order to establish a relationship that will increase performance and success. ‘Market orientation is the organisation wide development of market intelligence pertaining to customer needs. ’ (Kohli and Jaworski, 1990. p12) Two approaches to marketing Orientation have been suggested by Avlonitis and Gounaris (1999), focusing on the practices and culture that the company adopts. It has been interpreted by Avlonitis and Gounaris (1999) that marketing orientation is either ‘a company attitude or company behaviour. This is whether a company is customer orientated or focuses on a competitive advantage through marketing orientation. Other authors have similiar thoughts upon these approaches to marketing orientation. Drucker (1954) believes that customers perceive marketing as an ‘activity involving the entire organisation’, rather than being a specific company process. The author’s view coincides with the work of Avlonitis and Gounaris (1999), as he focuses on the attitude organisations have in satisfying customer needs. The oth er side to this approach is the significance of a company’s culture towards marketing orientated activities. Felton (1959) states; ‘It is the attitudes and beliefs of a workforce that control the level of orientated activities a company strives to achieve,’ implying the focus is on themselves competing rather than putting the customer first. Trout and Ries (1985) perceive marketing orientation as an effort by companies to increase competitor advantage, rather than satisfy customer needs. Therefore the company’s culture is focusing its strategy on competitor orientation in order to achieve success. An organisations performance is a very important aspect of successful marketing orientation. Narver and Slater (1990) state that marketing orientation is based on 3 performance measures, which include ‘customer and competitor orientation, and inter-functional coordination. ’ Introducing effective performance measures can have positive influences on companies, as it helps the company’s culture set aims and objectives for a successful approach to marketing orientation. Jobber (2007) also describes the importance of these measures, stating; ‘A marketing concept culture that manifests in corporate activities to create superior value for customers. However, specific marketing activities relating to the behaviour of a company have ‘emphasis on managerial control rather than the natural culture of the organisation’ (Ellis, 2004), which relates to the work of Trout and Ries (1985) and their beliefs of company’s influencing the importance of competitor orientation over the satisfaction of their customers. Sharp (1991) argues the approach to marketing orientation as described by Drucker (1954), saying that it’s more than just about customer focus; Market orientation has a principle element of focusing on available markets and customer needs. Sharp criticises this view of orientation, as costs of maintaining customer focus will incur in unstable markets, affecting a companies orientation plan. In order to balance this procedure, a company needs equal focus in its approach to marketing orientation, which will help achieve success and efficiency. The link between organisational strategic thinking (Sharp, 1991) and managerial control (Ellis, 2004) helps towards a successful company through competitor orientation. Ellis states that effective performances increase through analysing competitor actions, in order to create a competitor advantage. However, company’s still need to be responsive to customer needs due to volatile markets. Overall increases of a company’s orientation, resulting from effective customer satisfaction, will then lead to greater performances (Kohli and Jaworski, 1990). The relationship between performance and marketing orientation is analysed negatively to strategic marketing. Sin (2005) considers the ‘external environmental aspects’ of marketing orientation, emphasising the importance of linking performance and marketing orientation in order to meet the needs of customers. Sin believes that if companies developed their approaches towards linking these two factors, a more in depth examination of customers needs could be undertaken, which would lead to higher performances within the company. Sin agrees with Sharp’s views, by describing the inclusion of customer needs as well as company aims and objectives. A strategic way of thinking is described by Sharp, where marketing orientation is described as being the most relevant, as it focuses on company, and not just market characteristics. The analyses of various journal articles relating to marketing orientation has led me to understand the different issues relating to marketing orientation. I agree with Kohli and Jaworski (1990) that a company should balance its orientation between customer focus and its aims and objectives, for effective performances. The authors were very clear and focused on what strategies were effective in approaching marketing orientation. I felt that this analysis helped me understand the best method of adopting marketing orientation and how to effectively respond to customer demands, as well as creating a competitive advantage. Limitations to the analysis were discussions from Felton (1959) and Trout and Ries (1995). The views of these authors concentrated on companies who adopted marketing orientation to create a competitive advantage as its main priority. The context of this article focused totally on businesses success and shadowed the importance of customer orientation, something which I feel is crucial for overall success.

My House Was Destroyed by Fire Essay -- Personal Narrative, essay abou

December came quietly that year, not blinding us with a blanket of snow, but creeping through the landscape with a cold that ached in the bones. Every blade of grass was held captive by a sheath of frost, as were the glacial branches that scraped at my windows, begging to get in. It is indeed the coldest year I can remember, with winds like barbs that caught and pulled at my skin. People ceaselessly searched for warmth, but my family found that this year, the warmth was searching for us. My family had collected in the basement, a testament to tacky dà ©cor with a dash of dank- ness. Nevertheless, it was easily the warmest place in the house and all household activities were being conducted there that day. My dad was trying to conquer a video game with little success, and my brother and I toiled with our homework achieving an equal lack of accomplishment. The culprit of our distraction was undoubtedly the pot roast that waited upstairs for us, taunting our empty stomachs with its heavy smell which floated over the moldy air of the basement like oil on water. The aroma must have reminded my mother to afford the roast a checkup, for she had abandoned the laundry and was ascending the stairs. Now, I don’t believe much in the extrasensory, but I distinctly remember having a bad, bad feeling when my mother traversed the last step. Whatever this premonition may have been, it had me at my feet and waiting at the bottom of the stairs for a scream I already knew was coming. No foreshadowing could have prepared me for it, though. Her scream hit me like a cy- clone, turning my legs to rubber and my innards to slush. Frantic yelling followed the first shrill cry, and my father had nearly flown upstairs before I could even chi... ...the fire. My dolls were twisted and liquefied, broken and scorched, sprawled upon my shelves and floor as if my room was some elaborate death scene. Spectral pieces of shattered glass sparkled amongst the yellow glow of my flashlight, littering my bed and a great deal of the floor. My family was reunited with no tears, but shared a common frustration that knotted in all of our stomachs. The next four months would be equally hellish, spent in a cramped hotel room, with a so-called kitchen and comfortable living space that included a sink, a microwave, and three beds for the four of us. The time away from the hotel was devoted to slaving over house repairs, or simply yearning for just a breath of spring. The cold was hideous and blistering, and people matched its bitterness with their complaints. My family stayed quiet; we had our share of warmth that winter.

Effects of Tv

Effects of TV Television is one of the effective media used to promote all kinds of products. Unsupervised television watching in children can lead to early exposure to things they may not understand or may misinterpret. Television advertisements may influence the children to resort to improper measures. Commercials about fast foods, cold drinks or other such products that are not good for health, are bound to leave an impact on children watching them. Attractively presented advertisements and film stories deeply impact young minds, thus influencing the thoughts and behavior of children.It has a severely negative impact on the minds of the watchers Spending too much time watching television, consumes the precious time that can rather be spent in fruitful and healthy activities like exercise or reading. It also uses up the time that you can rather spend with your family and friends. Chatting with your near ones, spending time with your close ones is a better expenditure of time than i n watching TV Children today watch television for long hours. Many a time, they spend their evenings watching their favorite programs on TV.At times they stay up late to watch films. This activity adds to their sedentary hours. The addiction to television deprives them of their time to play. Children should rather engage in physical activities during the evenings. They should go to the open spaces to play with friends or spend time reading some good books. Moreover, watching television is detrimental to one's eyesight. These activities can help them live a healthier living. Studies in psychology have shown that watching intense emotions on television leaves a long-lasting impact on one's mind.Horror scenes, ghosts, frightful scenes that are featured on television have a negative impact on the minds of people watching them. Violence, murder, bloodshed and physical abuse that is shown on television impacts the thoughts and emotions of the spectators. In today’s society, televis ion is the largest part of the public media; it has also become a major industry all over the world. Because of its technical developments, television has come to dominate our lives. Television is used in many industries such as the health and education industries.Nowadays, people can find at least one television in almost every home. That machine has control over people and their lives. The effects of television have been researched many times over the years. There are positive and negative effects of watching television, but overall, its effect is negative. The biggest negative implication of television is on health, the second most important effect is on families, especially children and young people, the final negative implication of television is on leisure activities.Negative effects of television on health: In today’s society people become addicted to television. They believe they have to watch certain television series and television shows such as continuous series, s oap operas. This    dependence could cause serious health problems such as obesity and diabetes. These health problems can be seen especially in children. Firstly, obesity has been rising since the early 1960s. Obesity could be caused by behavioral, environmental and social aspects (Arnas, 2006). Television is related with all these three points.Television, with advertisements, could change people’s behavior then change the eating habits. As a, social factor, television series and shows could change people’s eating customs as well. Researcher’s found that, most of the food advertisements in television, are not about healthy foods with high nutrition levels, but they are all about unhealthy food with high levels of fat and sugar (Arnas, 2006). Television advertisements directly affect the eating habits of a person. So these unhealthy foods could cause obesity

Introduction to Equality and Inclusion in Health, Social...

Unit 003 Introduction to Equality and Inclusion in Health, Social care and children’s Young Peoples Settings. 1.1– Explain what is meant by; A – Diversity: So not that all people are the same and that different people have different experiences, skills, knowledge, race, age, gender, sexual orientation. Working in a nursery with children from civilian parents and Army parents I am fortunate to get to witness more than one culture, race or children from different backgrounds. Seeing the children on a daily basis makes me see how diverse the community is around us. B – Equality: Treating people in a way that is appropriate for their needs alongside equal opportunities. Not one child is the same. Whether they are from a†¦show more content†¦The nursery is a special nursery in one that we get children from Army parents and Civilian parents. We get staff from Army wives or from the wider community. We get children from the same aspects. This shows that the range of people that are within this building is so diverse. With diversity can bring deliberate discrimination. It can be something as petty as gossip leading up to verbal attacks on a certain individual. Even though I care after children in my job this does not mean deliberate discrimination doesn’t happen against parents or staff. Deliberate discrimination is intentional; it is not something that happens in gest. Examples of this could be singling a child out of an activity for not liking their parents. Verbally assaulting a colleague to them or another colleague for not liking who they are. Deliberate discrimination should be ridden from all work places. 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