"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.Thank You!!