Marketing Orientation

1. Recognises customers at the centre of all activities
   1. Delivering goods the customers want
      1. Totally sensitive to customers needs
   2. Creating customer satisfaction
      1. Ensure Survival

1. Bringing all customer related activities within the marketing function
   1. Sales
   2. Customer Service
   3. Physical distribution
   4. NPD

1. Team Effort
2. Fully motivated
3. Striving toward customer satisfaction and satisfying objectives

1. A process of exchange
2. Examining the behaviours of institutions and markets in the economy as a whole

Anlagen:

• Marketing Orientation

1. Production
   1. Sales
      1. Marketing department
         1. Marketing orientation

1. Understanding customers needs, wants and behavior patterns
2. Profit directed not volume driven culture
3. A CEO who is the "marketing champion"
4. An organisation with a marketing driven mission
5. Marketing is seen as being the most important orientation by other managers
6. Managers make use of marketing research inputs in decision making
7. There is a strong link between the marketing function and NPD
8. The marketing team are marketing professionals and not sales people
9. An understanding that marketing is the responsibility the entire organisation

1. Secure top management support
2. Specify a mission relating to the development of marketing orientation
3. Create a task force to bring managers from across the company together to...
   1. Identify the current orientation of the company
   2. Carry out training needs analysis as a basis for development
   3. Advising on structural change within the company to support marketing activity
   4. Ensuring commitment to change via system of rewards
   5. Continuous performance monitoring
4. Ask these questions
   1. Are we easy to do business with?
   2. Do we keep our promises?
   3. Do we meet the standards we set?
   4. Are we responsive?
   5. Do we work together?

1. Customer value and competitor response
   1. Satisfied customers buy again and again
      1. LTV
   2. More responsive to customers changing needs and wants
2. An Exchange process
   1. Allows department to communicate with each other
   2. Allows the company to be more flexible and responsive to change
3. Philosophy of business
4. Dynamic Operation
   1. Planning and action process
5. Catalyst for change

1. Lack of committed leadership and vision
   1. SOLUTION: In depth internal marketing
2. Lack of customer knowledge
   1. SOLUTION: CRM Systems
3. Lack of infrastructure and technology
   1. SOLUTION: Sold as the overall strategy and long term plan
4. Conflict between marketing and other functions
   1. SOLUTION: Facilitated by a top to bottom strategy
   2. SOLUTION: Internal Marketing
   3. SOLUTION: Planning orientation
   4. SOLUTION: Organisational design
5. Preference for production or sales focus
   1. SOLUTION; Provide education on the benefits of MO

Anlagen:

• McKinsey and Co's Six S Framework