Marketing Orientations AN OVERVIEW

Marketing Orientations - According Kotler and Armstong (2010) there are five alternative concepts under which organisations design and carry out their marketing strategies, these are:

Production Orientation - The idea that consumers will favour products that are available and highly affordable and that the organisation should focus on improving production and distribution efficiency.

Product Orientation - The idea that consumers will favour products that offer the most quality, performance, and features and that the organisation should devote its energy to making continuous product improvements.

Sales Orientation - The idea that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort.

Marketing Orientation - a philosophy that holds that achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Societal Marketing Orientation - The idea that a company's marketing decisions should consider consumers' want, the company's requirements, consumers' long-run interests, and society's long-run interests.

You are to read through the exert from Kotler and Armstrong (2010) regarding the marketing management orientations. You are to explore the strengths and weaknesses of each orientation, thinking about the types of sports organisation these orientations relate to.

You should add your comments to the forum called: Marketing Management Orientations

Credits:

Created with images by oatsy40 - "Sweets" • hang_in_there - "Production" • Sean MacEntee - "Apple Products" • PublicDomainPictures - "buying customer cute" • tinou bao - "shopping" • photoshopper24 - "environmental protection environment atmosphere"

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