1st Answer

INTRODUCTION:

The concept of marketing has evolved over time. In today’s business world,
"customer is said to be the king". In the past, this was not the situation, some
businesses put factors other than the customer first. The orientation of market refers
to an approach of a business wherein the processes of developing a product and
creating remain emphasized to satisfy the consumer needs. It is a kind of marketing
orientation technique that helps to design products with qualities that customers
want, which is totally different from the traditional approach of marketing. In the
conventional approach, the company prioritizes promoting the existing products by
introducing features that can work as the selling points. Corporations like Amazon
and Coca-Cola make use of market orientation principles while companies in the
luxury goods market, such as Louis Vuitton or Chanel, prefer to go with the
conventional approach. Market orientation is a marketing approach wherein the
processes of product development and creation are focused on satisfying the needs
of consumers.

CONCEPT:

Induction, also referred to as orientation is designed in order to provide a new

employee with the knowledge and information the new employees would require to
perform their job roles comfortably and effectively in the organization. It is a plan to
introduce the company and its culture to new hires, their peers and introduce the
employees to the company.

Usually, orientation indicates three types of information – (i) general information

about the everyday routine of work; (ii) a review of the firm’s history, founding
fathers, objectives, operations and products or services, as well as how the
employee’s performance will contribute to the needs of the organization; and (iii) a
detailed presentation, perhaps, in a brochure, of the organisation’s policies, work
rules and employee benefits.

Companies usually spend a few weeks or even months on conducting programmes

of orientation. The idea is to make the new employees feel at home’ in the new
environment. It is but obvious that employees feel anxious when they enter a new
organization. They worry about how well they will perform on the new jobs. They feel
inadequate when they compare themselves with the more experienced employees,
and they are concerned about how well they will get along with their co-workers.
Effective orientation programmes reduce the anxiety of new employee by providing
them information on the job environment and on supervisors, b) introducing them to
co-workers, and by encouraging them to ask questions.

The ease with which employees adjust to a new job and work environment is, often,
a function of the expectations they bring to the job. Adjustments would be
comparatively simple if expectations are realistic. If, however, expectations are
unrealistic or unreasonable, adjustment becomes more difficult. In the latter case,
orientation can be instrumental to modify the expectations of employees.

Studies have discovered the following about new employees:

1. The first days on the job were anxious and disturbing ones.

2. The initiation of ‘new employee’s practices by peers led to an increase in anxiety.

3. Anxiety interfered with the training process.

4. Anxiety was the main reason for increased employee turnover of newly hired
employee.

5. The new workers were reluctant to discuss problems with their supervisors.
Employee orientation is aimed at minimizing such problems.

With the help of orientation, new employees are exposed to different areas of the
organization. This prevents inductees from getting overspecialized. Induction
enables the new hires to be productive to the organization quickly. Market orientation
is a customer-centred approach to product design. It involves research aimed at
determining what consumers view as their immediate needs, primary concerns, or
personal preferences within a particular product category. Additional data analysis
may also be employed to reveal trends and consumer desires that are not
specifically expressed. Knowledge of these trends ideally can help product
developers meet or even anticipate consumer needs. They may even inspire
improvements that the consumer was not aware of as being an option. This allows a
company to focus its product development efforts on the characteristics that are
most in demand. With an increasingly global economy and the proliferation of
choices for consumers, companies adapt to a market orientation in order to stay
competitive.

Market orientation often involves improving in customer service and product support
geared to solve concerns and customer-raised disputes. This enables to make sure
that the satisfaction of customer is always high with the organization as a whole and
promotes brand loyalty and positive word-of-mouth advertising. At times, market
orientation may reveal the desires of customer that are not cost-effective or practical.
The business then must decide how to fulfil the expectations of customer in the best
way possible.

CONCLUSION:

So in conclusion finally, a good orientation programme will create a favourable

impression of the firm and its work. Just as a favourable first impression of an
individual helps to form a good relationship, so a good initial impression of a
company, a co-worker, or a supervisor can help a new employee adjust better.
Further, an orientation programme may have a long-lasting effect on increasing or
decreasing of absenteeism and turnover. Development that emphasizes on market
orientation puts the desires of consumers in first place, which creates the product
around the needs and wants expressed by them. Product differentiation refers to an
advertising strategy that looks to clearly identify the attributes distinguishing a brand
from its competitors.
2nd Answer

INTRODUCTION:

Culture includes the set of beliefs, moral values, traditions, language, and laws (or
rules of behaviour) which are commonly held by a country, a community, or a certain
group of people in a company or an organization. The characteristics of culture
involve: the language spoken at home; observances of religion; customs (including
marriage customs that often accompany religious and other beliefs); gender roles
and occupations that may be acceptable; practices of diet and food habits;
intellectual, artistic, and leisure-time pursuits; and other behavioural aspects.

The economic and social factors, like income, education, employment, community
safety, and social supports can, to a great extent, affect how well and how long
people will live. These are the factors which affect our ability to opt for healthy
choices, afford medical care and housing, stress-management, and more. The social
and economic opportunities we have, such as good schools, stable jobs, and
extremely strong social networks are the foundation of achieving long and healthy
lives.

CONCEPT:

The cultural and social factors that they need to take care of in order to
succeed in the Indian market:

Cultural factors:

1. Material culture This includes the technological goods used by the majority of the
population, personal transport (including car ownership) and the availability of
resources such as electricity, natural gas, telephone, Internet and wireless
communication.

2. Cultural preferences

Every international market consists of different preferences for products, foods,

levels of product/food quality and even brands. The implication of shapes, colours
and iconic features may also have significance of different culture. These cultural
differences need to be taken into account in order to determine whether products suit
a particular market or whether it is possible to be adapted for a higher success ration
of the brand. For instance, Fanta soda is orange flavoured for the North American
market. However, the Coca-Cola Company, which produces Fanta, has adapted the
flavouring for certain markets to take cultural taste preferences into account. Fanta is
peach flavoured in Botswana, tastes of passion fruit in France and is flavoured to
taste like flowers in Japan.

3. Languages
The languages spoken and used in a nation have a strong effect on marketing,
brand name, communication and guidelines, the gathering of information w surveys
and interviews, advertising and the conduct of business relationships.

4. Education The usual level of d education and literacy rate in a region will indicate
the quality of a potential work force and the consumer’s status.

5. Religion

A major cultural influence is religion that may impact many aspects of life, which
includes the role of women in society, food and beverage consumption rules,
dressing sense, habits and holiday activities.

6. Ethics and values

These can deeply impact on international business, especially when carried on from
within another country. However, it is necessary for the researchers to remember
that the same ethics and values are not held by everyone in a potential market. They
always depend on status, region, ethnicity and religion.

Social Factor:

When you talk about the social aspects, you focus on the societal forces. So, these
could be family, friends, neighbours, colleagues and even the media. All of these
factors are able to affect our attitudes, our opinions and our interests, thereby directly
impacting product sales and services by businesses and revenues earned. We as
people are shaped by these factors and our behaviour, even our attitudes towards
what we buy, are all affected by these.

To understand the impacts better, you might need to study the factors in details.
Most companies analyse the population growth and age structure. They also show
interest in attitudes of consumer and changes in lifestyle. Your analysis can show if
there are faults in your marketing strategy. It can also help find new ideas.

Following is a list of social factors which affect the needs of customer and market
size:

 Lifestyles
 Buying habits
 Education level
 Emphasis on safety
 Religion and beliefs
 Health consciousness
 Sex distribution

The social aspect focuses on the forces within the society. Family, friends,
colleagues, neighbours and the media are social factors. These factors can affect
our attitudes, opinions and interests. So, it can affect and influence the product sales
and revenues earned. A good example is how people’s attitude towards diet and
health is changing in India. Because of this, India businesses are seeing some
changes. More people are joining fitness clubs. There is also a massive growth in
demand for organic food. Products often take advantage of the social factors.

CONCLUSION:

So from the above discussion, it can be realized that the impact of socio cultural
elements is so strong that a marketer cannot pass by it. The deeper he takes interest
in these factors, the better the market plan will be. Marketer needs to determine
those demographic, geographic and other macro environment factors that influence
his product and should incorporate these while devising strategies. No strategy can
be successful and long-term if these factors are ignored. Similarly, the other
marketing mix elements like pricing, distribution, after sale service, etc. also needs to
be based on these socio-cultural factors.
3rd Answer

3a.

INTRODUCTION:

Innovation allows organizations to sustain growth and business improvements over a

continuous and consistent basis. It is possible for innovation to appear in the form of
a new product, feature, process of operations or a business model. Most innovation
forms depend upon the ability of creativity execution and the optimization of business
processes. While innovation in a product may seem as a better way of improvement,
new products often tend to lose their impact soon after mass adoption in the market,
which is rather fast-paced for products perceived as extremely innovative.

CONCEPT:

The 5 steps to adoption process of Innovations:

 Awareness: The individual customer is simply aware that the innovation

exists. In this stage, there are less details are lacking and it is considered as a
very passive stage. The awareness stage is usually driven by sources outside
the community and tacit information sources.

 Interest: The individual wants more information. They begin to wonder if the
innovation can help them. They may actively seek out new information, both
explicit and tacit.

 Evaluation: The individual mentally examines the innovation using the

information gathered, trying to determine whether it will really impact their
work and how it will make their effort easier or better.
 Trial: The individual actually tests the innovation to see if reality matches
expectations, usually with small-scale, experimental efforts.
 Adoption: The individual likes the innovation and adopts it wholeheartedly. It
is applied to all areas of relevant use and the individual often becomes a
strong advocate for the innovation in the community.

Examples: Starbucks College Achievement Plan

It has been said that sometimes the adopter of a change is not the actual beneficiary
of the change. Such is the case of the Starbucks College Achievement Plan,
introduced in 2014, that helps employees of Starbucks gain access to college and
earn their degree. The program was developed in answer to the high number of
undergraduate students having to work while going to school in order to pay for
rising tuition costs. An increasing number of these students end up dropping out of
school as the time demands become too unmanageable. The Starbucks College
Achievement Plan allows eligible Starbucks employees to receive full tuition
coverage from the company so they can work on one of over 70 online degree
programs offered through ASU and taught online by ASU faculty.

CONCLUSION:

So in conclusion the adoption of innovation can be a challenge let alone diffusing the
innovation across an organization, group, or society. There are many theories and
models for innovation adoption and diffusion which contradict each other in some
aspects and overlap in others.

3b.

INTRODUCTION:

Adopter categories are a term referred to the classification of the customers on the
basis of the products that they buy which has been recently launched in the market.
This term refers to the adopter categories. This is because the adopters are being
categorized. Now, this adopter refers to those people who are being categorized by
the product that they choose to explore and begin to use.

CONCEPT:

The various adopter categories with examples:

1) Innovators: The people who come under this category are mostly risk-takers and
newly launched products enthusiasts. They are the ones who always keep an eye on
the products that are being launched in the market.

Examples: Now since these people love to explore the new product, they will be the
first ones to visit the apple store to buy the latest launch be it an apple watch or an
iPhone.

2) Early Adopters: This category of adopters comprises less of risk-takers. They

like to analyse the different aspect of things before they can be fully assured that
they are going to buy that product.

Examples: The best example of this can be taken from India in which people have
started availing the benefits of the e-commerce industry.

3) Early majority: The people belonging to this adopter category are generally those
tend to adopt a newly launched product or any new idea that is flowing in the market
soon. However, they aren’t as impulsive as the innovators or the early adopters.

Instance: A perfect example for this category would be people who’ve began to use
the cloud services lately.

4) Late majority: Late majority refers to the group of people who follow after the
early majority. They don’t prefer to take any risk. These people are considered to be
extremely sceptical. Also at times, their social status is deemed to be those of the
below-average ones.

Instances: The group of people belonging to this category are the ones who’ve just
started to use debit and credit cards.

5) Laggards: People belonging to this group of category are considered to be the

slowest one when it is about adopting new ideas or new technologies. They merely
avoid taking a risk and they prefer to play it safe.

Examples: An example of this category would be those people who have started
buying the iPhone 4 now when the Apple Company has already launched the iPhone
X.

CONCLUSION:

So in conclusion when comparing these groups, the progression of adoption is

gradual and logical. Most marketers and business developers find that bridging the
gap between early adopters and the early majority is their most vexing task. It
represents a fundamental change in behaviour to adopt something because it is new
and cool and then progress to judging and adopting some innovation because it is
valuable, useful, and productive.