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Orientation Description Production orientation 'Customers will buy whatever we produce – our job is to make as many as we can'. ) Product orientation, a variant of production orientation 'Add more features to the product – demand will pick up'. Such firms do not research what customers actually want. Sales orientation Customers are naturally sales resistant so the product must be sold actively and aggressively and customers must be persuaded to buy them. Marketing orientation The key task of the organisation is to determine the needs, wants and values of a target market and to adapt the organisation to delivering the desired satisfactions more effectively and efficiently than its competitors.
This factor should influence the design of the service area. Part A Business organisational structure, governance and management ~ 1b: Business organisation and structure – departments and functions 33 Determinants Comments Competence All the service staff need to appear competent in understanding the product range and interpreting the needs of the customers. In part this can be achieved through training programmes. Courtesy Customers (even rude ones) should perceive service staff as polite, respectful and friendly.
4 Satisfying customer needs: the marketing mix Before you continue, recall the Chartered Institute of Marketing's definition at the beginning of this section. The last word is profitably. After all, customers would be absolutely delighted if you were to satisfy all their needs for exotic holidays, caviar, champagne, private jets and so forth, for nothing. The marketing orientation is a way of doing business that seeks to provide satisfaction of customer wants at a profit. Key term The marketing mix is the set of controllable variables and their levels that an organisation uses to influence the target market.