1. Business Orientations
Unit 1: Marketing
Business Orientations
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2. Recap – Week 1 Cola wars case study Orientation research
Free-writing exercise
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HNC/HND Business

3. Marketing Orientation
“market led company should aspire to the model where marketing dominates/integrates but the customer controls, where the customer/organisation jointly form product/service specifications through constant dialogue with the organisation via the marketing department and its research thrust” (Kotler)
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4. Main Elements Customer orientation
Co-ordination of market-led functional activities
Profit orientation
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5. Advantages/Disadvantages
Keep ahead of competition
Meet customer needs
Cost-effective communication and relationship building
Produce what you sell, not sell what you produce
Market research extensive and costly
Average customer can be ‘fickle’
Market place can be dynamic and fast-moving
Too narrow a focus
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6. Production Orientation
Oldest concept – favoured until end of 18th century
Make what you think the customer will buy if price is right!
Mass goods produced for low costs can be beneficial, or can be a costly mistake!
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7. Selling orientation Lies between market and production orientations
Produces goods which are then promoted through aggressive selling techniques and methods
Door-to-door sales people for example
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8. Advantages/Disadvantages
Minimum time and cost between production and market
Quick to respond
Minimises cash flow and suits smaller businesses
No product innovation
Can be expensive and time-consuming to promote
Short–term profit gain only
Limited customer loyalty
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9. Exercise 1
In pairs, think of real examples (either from the Coca Cola Wars research and/or general knowledge) of organisations which you feel meet the different business orientations Try and find at least one example for each of the 3 orientations and be prepared to say why
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10. Exercise 2 – further reading/research
To complete the work so far, you now need to research further on the following topics, using BPP textbook pgs 5-38 and/or other recommended textbooks/internet
The three business orientations and the evolution of the marketing concept/orientation
Societal and marketing issues and philosophies
The development of the marketing function
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