Marketing Orientation
The marketing orientation is a simple and intuitively appealing
philosophy that articulates a market perspective. The idea includes
the following:
•
organisation can distinguish its product(s) from competitors’
offering.
Focusing on customer wants and needs so that the•
production, to satisfy these wants.
Integrating all the organisation’s activities, including•
customer wants and needs legally and responsibly.
To adopt a marketing orientation, the reasoning process about
what we offer begins with consumers’ needs and wants. We must
discover the customers’ needs, wants, and preferences and provide
products and services that meet their needs and wants and match
their preferences. It is what customers think and feel not what
operators know or can sell, that defines the business. Societal Marketing Orientation
The Societal Marketing Orientation is the newest marketing concept.
The societal marketing concept holds that the organisation should
determine the needs, wants and interests of target markets and
deliver the desired satisfaction more effectively and efficiently that
competitors in a way that maintains or improves the consumer’s
and society’s well-being
marketing concept is adequate in an age of environmental
problems, resources shortage, rapid population growth, worldwide
inflation and neglected social services. The pure marketing concept
ignores possible conflicts between short-run consumer wants and
long-run societal needs.
For example, Hotel chains have established no-smoking floors and
no-smoking sections in their restaurants. Fast-food restaurants that
practice the societal marketing concept will pursue more
environmentally sound packaging and produce foods with more
nutritional value. Resort developers must consider the impact on
the environment not only of their initial construction but also of the
disposal of waste products and their use of water.. The new concept questions whether theAchieving long-term goals for the organisation by satisfying
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