A successful marketing orientation program should have a clear objective and tie back to the overarching goal of the business. This will increase the likelihood of gaining the support of senior management and boardroom approval. The program should also emphasize the fact that executives are not customers, and should start with a clean sheet and put themselves in the shoes of the customer. This will help them better understand the needs of their customers. In addition, it will help them improve their skills and make better decisions for the business.
A marketing orientation program requires complete restructuring of company operations. Information systems employees will move from addressing employee technical requirements to enabling customer value. Cost controls and quality standards must be instituted. However, these are costs that will be outweighed by the overall savings. A good marketing orientation program should provide a clear roadmap for how to improve the customer experience and boost the bottom line. To start your marketing orientation program, you can start by consulting with an expert.
A market-oriented brand focuses on its target audience. It creates a product or service with the customer in mind, as opposed to a company that focuses on profits alone. Market-oriented brands often promote a customer-centric culture among employees. A positive customer-focused culture can inspire confidence and improve interactions with customers. For example, market-oriented employees might focus on learning customers’ names and remembering their preferences. In addition, these employees might focus on meeting the needs of their customers and enhancing the customer experience.
Market-oriented businesses may also find an advantage over competitors. Often, this means improving customer service and product support. This way, they can satisfy the needs of the customers and build brand loyalty. Positive word-of-mouth advertising also helps. The goal of marketing orientation is to attract new customers and grow market share. Consumers are increasingly savvy and knowledgeable about what they want. So, companies should make products and services that are centered on their target audience.
It is important to make sure that the company’s culture reflects the values of the customer. For instance, customer support staff shouldn’t be punished for suggesting a new product or service. A company should always be ready to listen and help customers, even if it does not directly benefit the company. The more customer-oriented a company is, the more sales it will experience. But in order to achieve these goals, it must create a culture of empathy and concern.
The modern business landscape is littered with examples of these approaches to marketing. Some of them reflect the evolution of business thinking over the past century. For example, Ford Motor Company evolved from a production model to a product approach. Apple, Amazon, and The Body Shop changed from a sales model to a market-oriented one. The differences between these approaches have implications for marketing orientation in a business. But the end result is the same: an organisation can’t afford to manufacture in-demand products at low cost.