Customer Orientation In Business

Improved Essays
Customer orientation is “the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction” which meets the standards of the customer’s wants and needs. It is also the way in which the organisation is run and is “a reflection of their culture” . One culturally diverse example may be a bank such as ‘Santander’ (as they would follow a formal exterior) and an organisation which is more socially interactive with their customers such as ‘Costa’ (as there would be higher interest in being friendly and gaining conversation). The concept of customer orientation is important to any business as the relationships developed are then used as a foundation for the company, one of which …show more content…
This means that customer orientation listens to the wants and needs of the clients and uses the voices of their employees to discover what a general day to day audience would need; whereas other orientations such as sales would rather use aggressive promotion to gain more trades, even though it doesn’t focus on what the customers want out of the company. Another outlook is marketing orientation, which follows the same suit as customer orientation (where the firm exists to satisfy the customer and provide their wants and needs by researching these requirements as it is believed to be “essential to an understanding of customers” ) only the marketing additionally provides shareholder and corporate benefits by watching the competition. However, it is argued that “the data obtained by the companies provide minimal relational insight into the customers as the firms use economic data to distinguish the most important customers due to their level of profitability to the firm” . This means that although marketing orientation adapts its produce to its audience, the produce is only provided which would be more beneficial to the most lucrative consumers, isolating and ignoring the needs of the general …show more content…
The intention of the brand is to “provide local flavours within their food by integrating region-specific options” . As the brand follows the marketing mix of place, the organisation adapts the food to the place in which it is being sold, for example McDonald’s began to sell Macaroons in the restaurants in France and created a flatbread McArabia in middle-eastern countries. Also, in 2007 McDonald’s adapted its colour and brand image to green (as it conveys healthy eating) in order to provide what its customers wanted. This reinvented to brand as a wholefood product, instead of the unhealthy fast food restaurant it was originally seen

Related Documents

  • Superior Essays

    In the article Marketing is Everything, Regis McKenna, describes the transformation of marketing throughout the years as technology became more advanced, marketing has shifted to a consumer focus instead of a profit focus. As McKenna has stated, “Marketing has shifted from tricking the customer to blaming the customer to satisfying the customer. (McKenna, 1991)”. Although it may seem as though this phrase is an overstatement, it is actually demonstrating the growth of the marketing industry and their adaptation to meet the needs of the consumer. The fundamental perception of marketing is to “integrate the customer into the company, to create and sustain relationship between the company and the customer” (McKenna, 1991).…

    • 1270 Words
    • 6 Pages
    Superior Essays
  • Decent Essays

    Chick-fil-a is a well-known fast food chain that is mainly recognized for their fantastic customer service skills. Chick-fil-a caters to different types of customer’s when delivering marketing orientation techniques, which must satisfy a customer while still meeting company goals. For example, this fast food chain is not open on Sundays, which is a good thing for religious folks who are unable to be to work on a Sunday. Marketing orientation is the only orientation that focuses on both the consumer and producers.…

    • 290 Words
    • 2 Pages
    Decent Essays
  • Improved Essays

    Introduction In the business world, it can be observed that there are many different companies that operate in the market and have their own offerings for the people and for this purpose it is necessary for the companies to reach out to the people to make them aware of the offerings of the company and persuade them to purchase it. This is where the role of marketing comes into play since it helps companies to reach out to the potential buyers and have an increase in the demands that they supply for during their tenure in the business world (Wolski, 2015). Marketing environment When talking about the companies that operate I the different industries of the business world, it can be seen that they all have their own of offering…

    • 2088 Words
    • 9 Pages
    Improved Essays
  • Great Essays

    One Archers: A Case Study

    • 2223 Words
    • 9 Pages

    Introduction One of the basic and fundamental aspects in businesses is the marketing. Marketing has been defined by the American Marketing Association as “the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” (as cited in Lancaster & Reynolds, 2007). A number of researchers (Battor, Zairi and Francis, 2008, as cited in Bodea, 2016) have stated that a major reason to analyze marketing capabilities is situated in the ability of a company to influence the customers, market, and the firm’s profitability. That is why business owners should recognize the extent of the effects which marketing imposes on the success of a business in order to organize an efficient marketing plan that would most benefit the firm. Through the process of marketing, firms would be able to provide awareness…

    • 2223 Words
    • 9 Pages
    Great Essays
  • Great Essays

    For example, when McDonald’s entered the Indian market it had to alter its menu to India to meet the vegetarian requirements of Indian citizens (Ghobadian, & O'Regan, 2014). McDonald’s has been successful in providing a standardized product globally while connecting with local markets through tailored product…

    • 1081 Words
    • 5 Pages
    Great Essays
  • Decent Essays

    Topic of Interest 1: "Focusing on Customers Is New to Business Strategy" With the shift of focus on selling products, to investment in customer loyalty, I found it interesting that this is a relatively new concept. As I grew up, we purchased things. That is about as far as my thought process ran and it was not until I realized that the coupons being dispensed at my local grocery store were related to my shopping habits that I realized that they were tracking my purchases. That ability to type in my phone number for savings is actuality a project management tool they are using to monitor my habits.…

    • 794 Words
    • 4 Pages
    Decent Essays
  • Great Essays

    The Canvas Business Model

    • 2211 Words
    • 9 Pages

    6 Business Model The Business Model Canvas is a strategic management and lean startup template for developing new business models. It also helps to visualize the firm’s value proposition, customers, and finances. For the development of the Business Model, the group decided to use the Canvas Model and the “Ten types of Innovation” method (Keeley, Pikkel, Quinn) in parallel.…

    • 2211 Words
    • 9 Pages
    Great Essays
  • Improved Essays

    “There are five different concepts of marketing. Each concept varying in the function that they deal with. As the market changes, so do the concepts of marketing.” (Hose 2017) There is production concept, selling concept, marketing concept, and societal marketing concept.…

    • 893 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    The Seybold Group

    • 805 Words
    • 4 Pages

    Optimizing customer relationships requires a complete understanding of all customers; profitable as well as non-profitable, and then to organize business processes to treat customers individually based on their needs and their values. Not long ago, companies with efficient facilities and greater resources were able to satisfy customer needs with standardized products, reaping advantages through productivity gains and lower costs. Mass marketing and mass production were successful as long as customers were satisfied with standardized products. As more firms entered the market, mass marketing techniques, where the goal was to sell what manufacturing produced, started to lose effectiveness. Target marketing, or segmentation, shifted a company’s focus to adjusting products and marketing efforts to fit customer requirements.…

    • 805 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    OPERATIONAL MARKETING APPROACHES Operational marketing approach (internal) is a concept that sees “customers” who must be sold on the property they work for and convinced of their importance to its successes. Internal sales are the specific sales activities engaged in by various employees of a property in conjunction with a program of internal merchandising to promote additional sales and other external client’s satisfaction (Loosemore, Dainty, & Lingard, 2003). The marketing efforts of an organization is to market the organization, its product and services. Though a designated marketing department to do the work, every employee is expected to be a marketer and seller wherever there is an opportunity to do so while they are executing their…

    • 1118 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    With Dr Deming’s 14 point on quality clearly defined from the previous part, I will like to dive directly into which five points can we observed by examining UOB Group Channels’ business. 1. Creating constancy of purpose for improvement of product and services Customer orientation is essentially the key to constancy of purpose towards the improvement of service and product aimed at achieving a more competitive position, to stay in business and to provide more employment opportunity. These essentials that are required to be established include polices, core values and setting of a long-term strategic course for the company by individuals in top management roles. If we examine UOB group channels’ mission, vision and objectives, we can clearly…

    • 1587 Words
    • 7 Pages
    Great Essays
  • Improved Essays

    This approach determines that organizations with a market-orientation perform better than those that do not (Jaworski and Kohli 1993, Day 1994, Maydeu-Olivares and Lado 2003, Kumar et al 2011). Kumar et. al (2011) goes further by differentiating and analyzing performance based on a firm’s market strategy. Day (1994) describes market-driven organizations as having capabilities in market sensing, customer linking and channel bonding. Enabling the organizations to have a superior performance.…

    • 1073 Words
    • 5 Pages
    Improved Essays
  • Superior Essays

    Marketing. An academic perspective There are many different definitions of marketing from numerous sources such as; Palmer believes ‘Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably’ (Palmer, 2004: 1). Palmer is saying that marketing is the management which finds out what the customer needs and how they are going to give the customer what they want and also make a profit from it. Palmer is a reliable source as it comes from a book about marketing. Another definition of marketing is; ‘The action or business or promoting and selling products and services, including market research and advertising’ (Oxford dictionary.com).…

    • 1416 Words
    • 6 Pages
    Superior Essays
  • Improved Essays

    Customers’ insights can be defined as customer needs and wants. Customer needs are fundamental requirements. There are many needs, ranging from those that allow life to exist to those that produce personal enrichment. A need becomes apparent when there is a gap between a desired state and an actual state. Customer want is the specific form of consumption desired to satisfy a need.…

    • 792 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    By providing a variety of culture-specific items, customers of McDonald’s could experience not only traditional American styled products, but also a creative food combination with local culture. For example, as mentioned in the article, McDonald’s provided bulgogi Burger in South Korea. Bulgogi, as a classical grilled beef product in Korea, was successfully combined with burger, a ubiquitous food in western countries. Moreover, in China, customer could even get chicken congee, which was a very basic breakfast option that almost every Chinese would eat everyday, from McDonald’s. As a result, McDonald’s were able to build different brand images in different countries, and attracted consumers from diverse segments and…

    • 1178 Words
    • 5 Pages
    Superior Essays

Related Topics