ENGL 1213 30 September 2016 Businesses that are product oriented tend to be more successful than those who are market oriented Introduction Business organizations have mostly been product-oriented until towards the end of the 20th century when many businesses started applying market-orientation concepts. With market orientation, businesses organize activities and their products or services around the needs and wants of its customers. However, product-oriented businesses focus on aspects like skills, knowledge, and systems to support its products. The business does not consider the needs or wants of its customers. I am interested in this topic because researchers have had varying views towards success in market-oriented businesses v. product-oriented businesses. Nevertheless, businesses seem to have adjusted from being product oriented to being market oriented. Businesses seem to have discovered the importance of involving consumers and market needs in product and service development. Organizations that develop products based on only skills and experience of its employees may end up losing to the market oriented companies because consumers go for those products that can meet their needs and wants. I intent to research the topic from various business journals including Universe Business Review and Journal of Marketing. The key words used to research the topic include market-orientation, productorientation, customer-orientation, business success, and profitability. Conversations Description A market-oriented business is a business that organizes activities and its products or services around the needs and wants of its customers. This focus means that such a business tries as much as possible to meets the needs of its customers by making products available. As such, the product development process by the company or business considers market attributes of consumers before going ahead with the development of a product. The business in this case takes into consideration the views and opinions of consumers to improve its product. Besides, the amount to produce also depends on the market demand. Some researchers consider this approach as a good way to win the hearts of many people (Day, Shocker and SRIVASTAVA). When a company is market oriented, consumers can predict what the company is about to release to the market because many customers know that their views have been considered fully or in part. As such, consumers are eager to go for the latest products because they understand that the company has done all things possible to meet their needs and wants. Consequently, a market-oriented business would make large sales and its profitability would be high as well. In addition, the business would be more successful because of market efficiency (Narver and Slater). On the other hand, a product-oriented business focuses on aspects like skills, knowledge, and systems to support its products. The business does not consider the needs or wants of its customers. It develops and improves its products with regard to the skills and knowledge of experts and does not value the views or opinions of the customers. This strategy makes it difficult for customers to trust a new product or service offered by the company. Customers feel neglected and may tend to lean on organizations that value the needs and try to make their wants come true (Gebauer, Joncourt and Saul). However, other researchers consider productorientation as the best strategy of achieving product aspects like quality, safety, as well as efficiency especially when investing in new technologies. Although some businesses recognize the importance of the two approaches, marketoriented business are better off when it comes to profitability. The reason for this is that customers would buy products that would solve their problems or meet their needs rather than going for a product that is completely alien to them (Day, Shocker and SRIVASTAVA). Potential Research Questions i. What makes market-oriented strategies beneficial to businesses? ii. What makes product-oriented strategies important to businesses? iii. Which is more success between a market-oriented and product oriented business? iv. Why are businesses changing from being product-oriented to being market-oriented? Works Cited Day, George S., Allan D. Shocker and Rajendra Kumar SRIVASTAVA. "Customer-oriented approaches to identifying product-markets." Journal of Marketing Vol. 13 No. 1 (1979): 8-19. Gebauer, Heiko, Simon Joncourt and Caroline Saul. "Services in product-oriented companies: past, present, and future." Universia Business Review (2016): 1698-5117. Narver, John C. and Stanley F. Slater. "The effect of a market orientation on business profitability." Journal of Marketing (1990): 20-35. Infographic Portfolio Sources: 8 minimum: at least 6 scholarly sources and 2 or more of any reputable publication, all documented in MLA -The purpose is to develop a visual representation of the various points of view inherent in your chosen research question. -in this infographic, you will present both the scholarly conversation and forms a visual argument using an infographic -In a sense, you will tell a story about your research topic using a variety of modes, including— but not limited to—words, image, color, and number. -The audience for the infographic is non-specific; therefore, this assignment requires you to compile data related to your research project and then to present that data to a general audience. -Infographic can be hand drawn or completed using digital image editing software -Infographic will represent multiple perspectives and significant data on your research. This infographic should portray a visual summary of your sources, so you might consider pinpointing a particular research question and creating your infographic as a response to that question. -For example, if you used a pie chart in your infographic to visualize data from a source, you should explain how and why you made that decision and how it supports the purpose of your infographic overall. Or, if you were writing about religion and political parties, you might choose to incorporate a donkey and an elephant, along with various religious symbols in your infographic. If so, you would need to explain why you chose those symbols and what they represent in terms of your argument. -The Works Cited page should include all of the sources you drew from to create your Infographic and be formatted correctly according to MLA Style. Outcomes: By the end of this unit, you will be able to: -Describe the process of refining their research topics -List eight sources they intend to use in their research papers and describe what each will bring to their topics of inquiry -Research their topic and describe, summarize, and visually represent various points of view on the topic -Identify, analyze, and describe the rhetorical purpose of various types of infographics -Reflect upon and describe the rhetorical moves made in their infographic. HOW TO CREATE EFFECTIVE INFOGRAPHICS Stephanie Remer, Graphic Designer, Cherokee Nation Todd Crow, Graduate Teaching Assistant, Oklahoma State University OVERVIEW: 1. 2. 3. 4. Good design starts at the content phase. Have strong data, purpose, stance and include all necessary information. Keep it simple. The length of the infographic shouldn't dictate the story. The story should dictate the length of the infographic. Keep colors, textures and typography simple! a. Use a grid to keep the design aligned. This makes everyone's eyes happy. b. Keep colors to a minimum. No one wants to read the rainbow. c. Use two to three typefaces. There's beauty in restraint. (A good balance between serif and sansserif fonts) d. Use textures cautiously. They can make text difficult to read. (If used, keep them subtle, i.e. lower opacity) e. Don't use text when you can explain a concept visually. This is visual content, after all. Optimize infographics for their online homes. An infographic's dimensions depend on where it will live. (For our purposes, imagine your infographic going on Pinterest, which is ideal for vertical images) WRITE SHARP, CATCHY INFOGRAPHIC COPY: 1. 2. 3. 4. 5. 6. Don’t overload infographics with text. This will instantly put readers off and irritate the designer. You only have a few seconds to catch someone’s attention. USE POWER WORDS. Short, simple and to the point. Keep in mind that one wrong word can influence the way people perceive your infographic. Keep verbs active and use a thesaurus for strong yet easily understood words. Link to additional content. If you have more information, include a short URL that is easy to remember. REMEMBER TYPOGRAPHY’S IMPORTANCE. If you aren’t familiar with typography, do a little research before you create an infographic. The same word written in different fonts can express completely different meanings to the viewer. Use negative space efficiently. The space without graphics is just as important as the positive space. Don’t flood every inch of the image with content. Leave some space open for the viewer’s eye to wander. BIG BOLD HEADING. You must capture your reader’s attention with a short, good looking heading/title. 
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