"THE AIM OF MARKETING IS TO KNOW & UNDERSTAND THE CUSTOMER SO WELL THE PRODUCT OR SERVICES FITS HIM & SELLS ITSELF"

Product vs Sales vs Market Oriented

Product Oriented:

A product orientated company believes that its product's high quality and functional features make it a superior product. Such a company believes that if they have a superior product customers will automatically like it as well. The problem with this approach is that superiority alone does not sell products; superior products will not sell unless they satisfy consumer wants and needs.

Example:

Gillette Company focuses on producing the best possible disposable razors at an economic rate. Thereby, they distinguish their products with high quality razor blade, ease of use and right pricing strategy. Yet another classic example is the Ford Motor Company, where Henry Ford had made only model of car in black colour irrespective of the perspectives of the consumer.

Sales Oriented

Have you ever had someone come to your door and try to sell you a product or service? Or maybe you've walked by a kiosk in a mall and been hailed by a salesperson offering you a 'demonstration' of a product? Chances are that your house is littered with items that are a result of sales-oriented companies convincing you that you 'needed' a particular product.

A sales orientated company's focus is simple; make the product, and then sell it to the target market. This type of orientation involves the organisation making what they think the customer needs or likes without relevant research. However as we know sales usually aren't this simple. An effective marketing strategy requires market and marketing research, prior to product development and finally an effective promotion strategy.These approaches usually are done through door-to-door sales, phone calls, and other face-to-face interactions with potential clients or prospects. The sales force is usually the most important asset of the company and is the main driver of its success and profitability.

For example, the sales-oriented approach could involve developing a software package and then using either advertising or individual sales people to convince a business owner this product is beneficial to his business.

Market Oriented:

A market orientated company puts the customer at the "heart" of the business; all activities in the organisation are based around the customer. The customer is truly king!. A market orientated organisation endeavors to understand customer needs and wants, then implements marketing strategy based on their market research; from product development through to product sales.

Once sales have begun further research will be conducted to find out what consumers think about the product and whether product improvements are required. As markets continuously change, market research and product development is an ongoing process for a market orientation company.

Example:

If a car company engages in market orientation, it will research what consumers most want and need in a car rather than produce models meant to follow the trends of other manufacturers.

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