Marketing Orientation
Assessment Task
It is proposed that the concept of marketing orientation has a number of components:
• customer orientation: understanding customers well enough continuously to create superior value for them;
• competitor orientation: awareness of the short- and long-term capabilities of competitors;
• interfunctional co-ordination: using all company resources to create value for target customers;
• organisational culture: linking employee and managerial behaviour to customer satisfaction;
• long-term creation of shareholder value: as the overriding business objective.
Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th Ed. FT Prentice Hall p.8.
By reference to academic literature, critically evaluate this perspective on marketing orientation. For an identified organisation – preferably, the one within which you work, or an organisation of your choice – assess its effectiveness in these components, making management recommendations. You can compare and contrast your chosen organisation with other organisations to demonstrate particular points, and to illustrate key concepts with practical examples.
You are required to produce a business report that demonstrates your understanding of key aspects of marketing orientation. The report should be of relevance to the organisation of your choice and be of in interest to the managing Director (or equivalent).
The report should be addressed to an interested management readership. It should have:
• a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature.
• an effective practical foundation, which makes management recommendations.
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