Marketing Orientation Concepts Essay Example | Topics and Well Written Essays - 2500 words

Marketing Orientation Concepts - Essay Example A company’s focus on the market revolves around the concepts that it may apply when targeting that particular market. Although there are different variations of market orientations, there are four principal categories that have been significantly explored. In the production concept, a company mostly attempts to increase its production without taking customer demands into account. The primary focus of a business that adopts this approach is to minimize costs through large scale production (Morgan, Vorhies and Mason, 2009). This model is based on a company’s belief that economies of scale resulting from production in large amounts would make it possible to reduce operational costs, while maximising profits. Production orientation is virtually extinct or completely assimilated into other approaches, since product quality is currently vital to enhancing the appeal of a commodity.The focus of a sales oriented corporation is clear cut, since it involves producing commodities and then selling them to target markets. This model entails companies manufacturing products or creating services that they forecast customers would need, without carrying out comprehensive research. The model overlooks the fact that selling goes beyond availing products to the market and must involve intensive research, before venturing into product development and eventually putting an appropriate promotion strategy into place. Nonetheless, the sales concept upholds the notion that customers are unlikely to make a purchase.