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Running Head: MARKETING MANAGEMENT 1
Marketing management
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Marketing Management
Market orientation is a business philosophy that on identifying and meeting the stated or
hidden needs of the customers through its product mixes. A marketing oriented company is
focused on the customer by finding out what their wants are, and produces products tailored to
these wants. It tends to tailor products that meet the demands of the customer. Many marketers
are moving towards a market-oriented approach since consumers have become increasingly
knowledgeable and they demand for variety and quality. The business therefore needs to be
sensitive to their customer needs or they will lose out on business.
This concept entails three important steps in relationship-orientation. Firstly, extensive
market research is carried out on the needs of the customers. Secondly, the research outputs are
kept under study by the marketers. Products are developed tailored to the customer needs.

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2
MARKETING MANAGEMENT
Thirdly, customer satisfaction is targeted after a public launch and the product is introduced in
the market.
Some products create a want in the customer. This mostly applies to technological
products like mobile phones. The mobile phones have shifted from being just business accessory
to now a big consumer brand product, with additional values such as internet access, Bluetooth,
memory card slots, and videos. Innovation creates the need rather than the customer guessing
what will be launch in the market next.
Amazon.com is a perfect example of a marketing orientation company. Amazon offers
personalized shopping experience to their target customers. Another example is Audi which is a
company in the automobile industry.it is a premium car maker that sets itself apart through
quality information management, premium quality, and high innovative capability. They also do
extensive marketing research and with their Audi experience program, they are able to develop
close relationships with their target customers.
In conclusion, a marketing-oriented business makes a good use of marketing research,
designs customer loyalty programs and benefits like warranty, delivery, and highlights product
values and benefits which are directed towards the customer advantage.

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