A Marketing Orientation And A Production Orientation Marketing Essay

A selling Orientation And A Production Orientation market Essaymerchandising flush toilet be defined as the alliance fill uping guest and merchandise require by creating determine through communicating and working with client. Different comp every bemuse their different business strategies. Marketing can be sort into many types of, such as consumer taste, merchandise predilection, demand penchant course course and labor orientation. An explanation of the academic meaning of grocerying orientation and introduce orientation exit be shown in this essay and thus their main difference. Marketing orientation is when a company finished well-nigh researches of the customer and fellowship sine qua nons before them producing products for the foodstuff places. Production orientation is when a company execute goods for the market without doing any researches. An example of the Champagne markets in French has succeeded in use merchandising orientation, vino industr ies use production orientation to get their markets. there are four main differences amongst merchandising orientation and production orientation will be discussed in the following words. offset of all, their cores are different. Secondly, their selling means are different. Thirdly, their marketing strategies are different. In the end, their polishs are different.Marketing orientation refers to an organization in accordance with market demand to pay off the business plan. Business objective should be to satisfy customer needs, non just using the existing production equipment or raw materials. An oversupply in the market, attention competition, consumer products or services indispensable for its wide range of choices has been a market context, business managers how to adapt and graceful consumer requirements? Enterprises should in-depth analysis of the markets information and dislodge production planning. And then actively cook some new markets. However, business can stim ulate usance and attach profit by follow these go backings to product goods and services. Enterprises have to know the ample information before they develop a new product. They need to burst full consideration to the interests of customers and parliamentary procedure.Marketing orientation contains two major comp unrivallednts competitor- emphasis and customer-focus (Heiens, R 2000). In marketing orientation, its marketing concept is put the interest of consumers first. many a(prenominal) academic marketing researchers think customer-focus is one of the most eventful aspects of marketing orientation (Heiens, R 2000). Because it stimulate a company has foresight of their planning. A coarse-term business may more interest in customer-focus than short-run business. Also a customer-focus company can draw large meshwork and succeed by pay attention on consumer needs (Heiens, R 2000). A competitor-focus business can easily to identity their goodness and impuissance through they compete with other beardown(prenominal) contenders. Aim is they can ceaselessly 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 that use one orientation may caused an economic policy that is destine to failure. For example, marketing orientation and consumer orientation always coexist in market. both(prenominal) of them considered customer and competitive first. Customer orientation means an enterprise to replete customer needs and improve customer value for the business starting signal objective. In the process of marketing, businesses need to pay attention to consumer preferences and consumer behavior. Business need to attach splendor 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 occasion or behavior before doing survey and researches to find consumer demand. Hence, there is fundamental interaction between the two orientations.Production orientation means company will focus primarily on amend 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 advance(prenominal) stages of development in the commodity economy, the lack of structured marketing sense. But it allay is the most of import 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 move advertisings on newspapers or TV ads.There is an example of the small champagne producers in the Champagne region of France. Th e Champagne region of France has been built for roughly 1500 social classs. Its so popular in making drink in the world. At this vino region, over 34,000 hectares have been planted grapes. Most of the larger and well-known(a) 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 grade and the smallest only 2000.The global wine industries face a more thought-provoking trading environment in nowadays. wine-coloured products have already exceeded consumption in the last twenty years (Osmond Anderson, 1998). There is a ecumenical decrease in the French wine industry. However, champagne market exempt success, both in import and export markets. This success can be believed that champagne producers satisfying world(prenominal) customer demand (Lockshin, L 2 002). 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 attempt 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 unders similarlyd market demand and cooperative 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 check into and study the market say-so demand for. Ideally, they empathize both of the customer and market needs, competitors information, the current wine market trends.There are some be nefits of marketing orientation can be shown through the Champagne market. Champagne producers have the opportunity to watch 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 efficientness and efficiency. The main benefit of this approach not only satisfying consumer needs and tastes but also Champagne producers. Businesses necessity to make maximize profits from trade 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 weather longer in Champagne market.Why many wine industries prop up enterprises have no market focus? Most of wine industries are family enterprises. They improve producing efficiency and q uality of production and then suppress 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 mishap 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 centenarian 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 do to a business (Heiens, R 2000).There are also some downsides of production orient ation 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 customerThe foregoing example suggests that there are many differences between marketing orientation and production orientation. Production orientation is a common 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 offer of profit. Marketing orientation makes the products are improved constantly in auberge 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 thrill (Neil, H 1984). Marketing mix can be considered as an important component of marketing strategy.Thirdly, differences between them use marketing strategy to levy 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 ref ers 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.