There are five marketing management orientations that comprise production orientation, product concept, selling orientation, marketing orientation, and societal marketing orientation. Proponents of the marketing orientation proclaim that the key to achieving the organization’s goals is to identify the needs of target markets and satisfy consumers in ways that are more effective than those of competitors (Deepak & Jeyakumar, 2019). While the selling orientation focuses on sales and the needs of the company, the marketing strategy focuses on the needs of buyers. Adherents of the first focus on the transformation of goods into money; supporters of the second – on the idea of a product that meets the needs of consumers, which involves the use of certain methods of its creation, supply and consumption.
The marketing orientation is based on four pillars: the target market, consumer needs, integrated marketing and profitability. Within the production and selling orientations, the starting point is production, when the management’s attention is focused on the product; effective sales require large–scale sales campaigns and the use of various promotion methods. The marketing orientation presupposes an external-internal perspective. It is based on a clear definition of the target market, when attention is focused on the needs of the buyer. Within this strategy, a whole range of measures affecting consumers is provided, which allows to make production cost–effective (Hongal et al., 2022). Thus, unlike all other strategies that are focused either on production (production and selling orientations and product concept) or on corresponding to the society values (societal marketing orientation), marketing orientation derives its strategies from the customers’ needs working for the people and producing products that consumers want to see.
References
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Hongal, P., Ramanjaneyalu, N., & Phatak, G. (2022) The entreprenuerial marketing: Concept, nature and orientations. International Journal of Scientific Research and Management, 10 (2).