Universitas

Sumatera Utara

ISU ISU
KONTEMPORER
PEMASARAN
MARKETING ORIENTATION

Disusun Oleh Aprizal Haris Sinaga

NIM : 227019053
 Universitas
Sumatera Utara

MARKETING ORIENTATION
There are typically five different orientations, namely:

Product orientation

Production orientation

Sales orientation

Marketing orientation

Societal orientation
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Sumatera Utara

PRODUCT ORIENTATION

The firm’s approach is based on producing products that

are superior to the competition. Firms that adopt this
approach invest heavily in research and development
and are consequently able to develop products with
unique features and better qualities that will ultimately
attract customers to the product. Dyson, which
manufactures vacuum cleaners, hairdryers and hand
dryers, is a classic example of a modern-day firm that
practises product orientation.
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Sumatera Utara 45%
Pengolahan Data
PRODUCTION ORIENTATION
With this type of orientation, the firm focuses on achieving production
efficiencies and lower operational costs that are ultimately transferred
to customers in the form of lower prices for its products. Typically, such
firms tend to produce large volumes of the same product or limited
product range and the emphasis is on leveraging economies of scale
to produce such products at the lowest possible costs. There is often
little consideration for the requirements of customers. This is based on
the premise that the low prices offered due to lower production costs
are the prime considerations that will attract customers. Henry Ford,
who founded the Ford Motor Company, made this approach popular
with the Model T.
85%
Evaluasi Hasil
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Sumatera Utara

SALES ORIENTATION
This type of orientation entails that the firm puts heavy emphasis on
selling what the firm produces, regardless of customer requirements.
This is often necessitated because the supply exceeds demand for
the firm’s products. As a result, the firm focuses and embarks on
aggressive advertisements, sales promotions and personal selling in
order to sell its products. Such firms believe that with aggressive
advertisements, sales promotions and personal selling, customers
can be convinced to buy its products. Highly trained salespeople are
sent out by the firm to meet customers in the streets or in their
homes to push its products to customers, irrespective of customer
demand or requirements.
Some credit card firms, broadband service providers and double-
glazing firms tend to adopt this approach.
 MARKETING ORIENTATION
An understanding of customer needs throughout the
organization
Strong, in-house marketing training programs
The hiring of strong marketing talent

Continuous review and monitoring of marketing

performance
A Chief Executive who echoes the voice of the
customer
Strategies reflecting the market
Marketing being considered more important than
other functions
A responsiveness to marketing opportunities

Good marketing information systems

The use of marketing research

A link between marketing and new product

development
Marketing being considered as everyone’s business

Coordinated and integrated marketing decisions

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Sumatera Utara

SOCIETAL ORIENTATION
This approach is an extension of marketing orientation. It puts
the emphasis on not only addressing customer requirements
but also on ensuring that marketing solutions enhance the well-
being of the society in which the firm operates. In other words,
this approach focuses on the firm producing products that
specifically meets its customers’ requirements and which at the
same time do not have a negative effect on society. Aspects of
societal well-being include a consideration for such issues as
pollution and recycling. The Body Shop, which sells ethically
sourced and cruelty-free products, prides itself on being a
societal oriented company
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Sumatera Utara

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