Question

Use examples to demonstrate the three (3) types of market orientation

Answer 1

There are three types of market orientation. The first type is product orientation where the focus of attention is product. The companies focused to produce a huge quantity of products so that it becomes cheap and consumers can buy it without thinking much about the product quality and or consumers' specific needs. For example, grocery producers made huge production of groceries so that cost of production decreases and price is at the lower side to sell it to the consumers. The Ford motors also did the same in the past when they produced huge number of Model T car in Black colors. It was at a lower price and sold to people as per the product oriented marketing approach.

The second orientation is the sales orientation, where the focus is given to sell the products produced by the companies using aggressive promotions and advertising. It is specifically done in insurance industry, where many cold calls are made to people and sales executives sell the products that is designed by the company, without specifically thinking about the actual customer needs.

The third orientation is marketing orientation that focuses upon the consumers' needs and wants and create value for them. It uses a backward channel process, that first establishes the target audience, then their needs and wants and then makes products and services to offer them. It satisfies their needs and wants and create value.For example, GSK produced Sensodyne toothpaste and its different variants for people who have teeth and gum problems. Here, the very specific needs of the consumers facing dental problems are satisfied by the Sensodyne and it is the example of marketing orientation.