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Example research essay topic: Customer Base Marketing Management - 420 words

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College: Lecturer: Course: Date: Marketing management orientation The marketing orientations are based on where the company or firm focuses its attention in the process of making a product. Production orientation happens when the company puts more emphasis on the synergy of productions, to result in high profit margins for every commodity sold. The quality of the good is not a pertinent issue with this kind of orientation. Customer needs are hence secondary to the priorities of the company (Thomas et al, 2004). Product orientation, on the other hand, concentrates on producing high quality goods. The criterion behind this kind of production is that any good quality commodity will eventually get a customer base.

A company may develop this kind of an orientation due to pride in its products. The disadvantage is that too much of this inward-focused production may soon make the company products obsolete (Tutor, N. D. ). Selling orientation type of marketing tends to concentrate on creating a desire in the customer to purchase a good. It involves aggressive selling strategies, without necessarily having identified the customer needs in the first place. Due to this, selling orientation tends to impose the products onto the customer, and drive the products until a market opens up within the customer base (Thomas et al, 2004).

Marketing orientation has a more structured way of producing and marketing the products. It starts by first identifying a need within the customer base. Thereafter, it creates products that can satisfy this need, and markets them. Finally, it monitors the customers response to the product, and makes any adjustments that may be needed (Noswell, 2008).

Amongst all the marketing management orientation, this is the best for the entire society. And finally, the societal marketing concept is founded on the merits of social responsibility by a company. In it, the success of a company depends on how it is viewed by the wider society due to its contribution to the improvement of the society. Therefore, a company that is seen to contribute more towards the society is expected to be more popular with the customer base, and hence more successful (Sykronix, 2005). Works cited Noswell (2008) Marketing orientation 21 st April 2009 < web > Sykronix (2005) An overview of marketing 21 st April 2009 < web > Thomas W. Shane, David L.

Loudon, Robert E. Stevens, Bruce Wrenn (2004) Marketing management: text and cases Haworth Press pgs 2 - 10 Tutor (N. D. ). Alternatives to a marketing orientation 21 st April 2009 < web >


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Research essay sample on Customer Base Marketing Management

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