MKTM044 - Marketing Orientation Essay - Management Assignment

Assignment Task

Executive Summary

Introduce the subject, defining MO and the case study organisation Critically appraise the 5 elements suggested in the brief, considering alternative perspectives on MO, including international considerations and impacts on business performance Evaluate marketing orientation application in your chosen organisation. Provide a critical discussion in relation to the contribution of a MO to organisation success. Conclude with recommendations for how your chosen organisation could improve its implementation of MO and improve its business performance.

Task

The purpose of this assignment is to explore in academic and practical terms the nature of market orientation. It is proposed that the concept of market 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.

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