Marketing Assignment 1 Topic 2Essay Preview: Marketing Assignment 1 Topic 2Report this essayASSIGNMENT 1 – TOPIC 2Marketing orientation is defined as the implementation or completion of a marketing concept that essentially caters to the customers. The term is otherwise known as marketing concept or consumer focus. It is an organizational philosophy dedicated to understanding and fulfilling consumer needs through the creation of value. (Michael, 2012)
Marketing has changed over the centuries, decades and years. From the production centered system to the relationship era of today, the overall evolution of marketing has given rise to the concept of business development. How the marketing orientation has been undergoing various shifts will be clear by knowing about the various marketing orientations that existed and are still emerging.
Production orientation is the oldest type. This period exist roughly from mid-1800s until 1920s. It is so named because the main focus was on production and manufacturing at the lowest price possible by mass production instead of the market or the customer. The rule was “availability and affordability is what a customer wants”. There were few competitors and customers had limited info. One of the companies who practice this orientation is Henry fords T model. The unprecedentedly cheap Model T Ford had great demand and producers could sell all they could produce. Henry Ford was aware that mass production resulted in steeply declining unit costs of production. In turn, the declining unit costs of production made profit possibilities look fabulous. (Marketing Orientation, 2009)
However, according to Michael Porter (1980), low production costs can lead to low selling prices that appeal to the largest segment of customers. Unfortunately, turbulent economic conditions associated with the advent of the Great Depression in the late 1920s and early 1930s caused many companies to fail even though they had adopted the production-oriented philosophy. As a result, companies look for other ways to facilitate the exchange process and this is where sales orientation started. (eNotes, 2012)
In sales orientation, the main priority was to create demand and move product inventory by using variety of selling techniques and relying on aggressive promotion and advertising. Companies took the position that whatever they produced would find a way to sell. This period lasted from 1930s into the 1950s and the mantra for marketers was “Creative advertising and selling will overcome consumers resistance and convince them to buy”. A traditionally sales oriented-business model is the door-to-door sales method that some companies rely upon to sell their products. These companies will create a supposedly superior product that can be demonstrated in the home and try to show the potential consumer how it will benefit them in the long run. For example, a salesman selling the “worlds greatest vacuum cleaner” may attempted to sell the product to the housewife who has a toddler crawling around
. (As mentioned, the latter can be seen in the ad below:
It doesn’t require that consumers want to buy, but that they are ready to buy it. The potential consumer is already familiar with the “why” behind it, and if they get it in-hand then what they will love is the comfort in the home that the product will provide.
For small businesses, this sales mentality can make long-term financial gain if the sales methods they have use will create greater interest among existing customers and will bring with them greater savings. For smaller businesses, many of these business methods will eventually lead to a much better product and greater profits.
To start getting people interested in this type of company and to attract new customers, a lot of the techniques and techniques you already have can be found in your old advertising. These techniques and techniques are most of which we use throughout our design as advertising. This section has a more in-depth look at each technique, how to approach it, and why they are used.
Step 1: Focus on the “How.”
We now know what people who have seen ”is actually going to be buying from. We can’t talk about what every consumer will want, but we can outline three primary types of sales techniques you can focus on for yourself. By focusing on the “How” you build the “how to.”
A Sales Method – The ‘How’ to Get You Out Of Your Rental Situation
A sales method offers one of the most profound advantages of building a great new business in a year or more. By simply driving your customers to the top of their potential, sales can become extremely profitable the first year. When you focus on the basic principles of a sales method, you can effectively build a brand that can become a billion-dollar business in a matter of months or years.
A Sales Method – The ‘how to’
A Sales Method is a simple way to promote and sell products. It is also the most economical way to reach a customer’s potential and will lead them to purchase what you sell them over time. Many marketers do not know this, so they will use the concept of using as a means to promote and sell. By simply using simple sales methods, the sales method can make a huge difference in many different opportunities for your company.
Sales Method – The ‘how to’
So the last point you have to consider when choosing a business method, is making sure that your sales message will be extremely well understood by your customers. Whether you are selling a service to a customer, a brand, or a retailer, it will be easier for your sales message to have resonated with your audience. A sales marketing method will certainly have a higher ROI for you then you might think based on your marketing technique.
A Sales Method – The ‘how to’
Here is where it gets complicated. Sales methods will only work if the client really wants to use your product. The problem with this approach is that this approach works only if the client really wants to own your product. The only way this technique can work well depends upon the client, and your sales method.
The good thing is, you do NOT have to worry about being successful by being a sales strategy expert. To really succeed in sales, a Sales Method must be mastered by someone who specializes in it. If you can master a sales method then you will have built the most successful business for the client.
While you can start selling your services to your customers, this means that your sales method will be unique in each client.