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Marketing orientation
Five common marketing orientations
Marketing orientation
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The applicability of the five marketing orientations to Avon operations:
Production Orientation focuses on the efficiency and quality of production, with little emphasis on marketing. Avon’s core competency is providing low cost beauty care products to individual customers via direct sales. Their edge over other beauty care companies is the variety and quality of their products. Avon’s cost savings come from decreased infrastructure as they do not maintain many actual stores and the savings derived from not having to purchase shelf space for their products. Although according to the text Avon is attempting to cut down the number of products they provide an overall stream lining into a few main products to achieve production efficiency would counter man the success of Avon’s operation. Therefore a strictly production orientation marketing plan would not be a successful choice for Avon.
Sales Orientation focuses on selling the same product abroad as they sell domestically with the idea that if it sells here it will sell there. Due to the individual requirements for beauty care products one product will not sell effectively worldwide. For instance skin care products used in temperate climates will be less effective in humid or arid climates. Although some products will sell well internationally in order for Avon to stay competitive they cannot use a pure sales orientation.
Customer Orientation focuses on geographic areas or consumer bases for sales. When a market is identified the marketing and products do not change. With the diversity in consumers the customer orientation could be effective for Avon.
Strategic Orientation combines aspects of production, sales, and customer orientations. This is the orientation that A...
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...tion millions in revenue and can severly damage the reputation or shareholder value of an enterprise.
Works Cited
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Canedy, D., (1997). With Makeover a big Success, Avon Turns a lot of Heads. Retrieved from http://www.nytimes.com/1997/07/04/business/with-makeover-a-big-success-avon-turns-a-lot-of-heads.html.
The Manufacturer, (2010). Avon Products, A River Runs Through it. Retrieved from http://www.themanufacturer.com/us/profile/1657/Avon_Products
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
For organisations to be truly marketed-orientated they must exceed the value offered by their competitors; and at the same time, the overall goals of the organisation must be achieved. Additionally, for marketing to be carried out effectively and efficiently throughout the organisation, then it must involve analysing, planning, implementation, and control (Kottler and Armstrong, 2012). According to Kottler and Armstrong (2012, p. 5), the modern marketing concept can be expressed as “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”. Tesco’s, it appears, may have managed to successfully achieve this.
...ts of an incentive program are important to them, Mary Kay Cosmetics can revise their Marketing Plan successfully to save money and keep morale and motivation high.
Marketing oriented companies are ones that allow the wants and needs of consumers and potential customers to drive the firm's tactical decisions.
Rahman, S. H. (2006). International Market Selection Process: An Investigation of the Relevance of Business Operating Environment. Journal of International Business Research, 5(1), 73-86.
Avon Products, Inc. (Avon) is based in New York. The firm engages in the manufacture and marketing of beauty and complimentary products primarily in North America, Latin America, Europe, and Asia Pacific (Yahoo Finance, 2005). Avon's products are classified into three product categories: Beauty, Beauty Plus, and Beyond Beauty. The Beauty category consists of cosmetics, fragrances, skin care, and toiletries; Beauty Plus includes fashion jewelry, watches, apparel, and accessories; and Beyond Beauty comprises home products, gift and decorative products, candles, and toys (Ibid). The company sells and markets its products through a combination of direct selling, marketing by independent Avon representatives, and via its consumer Web site, avon.com.
The marketing orientation has become common in companies that make things for individual customers. It remains rare in heavy industry that produces steel, coal, oil, and paper, where the immediate consumers are other businesses. The transition from the production orientation to the marketing orientation is still going on. It is the most important but least understood revolution in human history, marking a decisive power-shift from institutions to individuals. In the production orientation, human enterprise asked first what we could make, and second whether anyone will want it. In the marketing orientation, we ask first what we want, and second how we can invent the means to fill that want. Production made people technology’s servants. Marketing makes us technology’s masters.
Andrea Jung was very strong as chief strategist of Avon Products. She never feared the need to make drastic changes that would help drive Avon back to the top of the Cosmetics, Fragrance and Toiletry Industry. She knew that serious issues were present and the company needed to address them. These issues included product appeal, marketing strategy, pricing, process reengineering, and product innovation/employee motivation. Her strategic plan was to fix these problems by fixing the entire company structure, which included changing the product packaging for better appeal to changing the distribution channel which was a major asset to Avon.
15. Hill, Charles W.L. International Business: Competing in the Global Marketplace. New York : McGraw-Hill, 2007.
Foley, J. F. (2004). The global entrepreneur: Taking your business international. United States?: Jamric Press International.
Daniels, J. D., Radebaugh, L. H., and Sullivan, D. P., (2011). International Business: Environments and Operations. Prentice Hall, Upper Saddle River, New Jersey.
With the rise of the economy, consumers have become more and more knowledgeable on selecting their favourable product as a result the organization cannot focus on what it sells but on the side focus on what the customer wants to buy.
According to David Jobber (1995), marketing- oriented organization endeavor to create customer value with a specific end goal of attracting and retaining customers. Their main aim is to deliver better esteem to their targeted customers. In doing as such, they actualize the advertising idea by meeting and exceeding customer’s needs better than the competitions.
Globalization can not only affect a company opening an office in another country but it can affect a small local business as well. As the internet brings the world closer together it becomes far more likely that a business that opened with no intention of selling internationally will have customers form different parts of the world asking for their product. For instance a steel company located in Pennsylvania may suddenly find orders coming in from South American factories. How the steel plant chooses to handle this new international customer could mean ...
Stonehouse, G., Campbell, D., Hamill, J. & Purdie, T. (2004). Global and Transnational Business (2nd ed.). Chichester: John Wiley & Sons.