Question

Discuss why marketing practice shifted from “product orientation”, to “sales orientation”, and then to “market orientation”. Please also let us know whether you believe that “societal orientation” is realistic and why.

Answer 1

Marketing practices shifted from product orientation to sales orientation because sales orientation is basically approach of making profit by focus on persuasion of customer to buy their products instead of understanding the need of the customers. It put its emphasis on the advertising and improving the abilities of the sales forces. Sales orientation tries to push the products already produced via advertising or sales forces but now the marketing practices shifts to market orientation from sales orientation because market orientation prioritizes and identifies the need and demand of the customers and then create the product which will satisfied their customers. There is very much high competition in the market and customers have so many optuono of single products so company which will satisfy the customers and meet their needs can beat the market competition very easily and for that Market orientation is the best practice so marketing practices shifts to market orientation as market orientation is a consumer centered approach to product design.

Yes societal orientation is a realistic concept. Societal orientation have its approaches wherein an organisation believe in giving back to the society by producing better products targeted towards social welfare. It is successful at some extent but not completely. In this, the organization recognises the need, want and interest of the target market and then deliver the desired satisfaction more effectively and efficiently. It builds social and ethical considerations in the marketing practices. It provide an opportunity to the companies to enhance their corporate reputation and increase brand loyalty, raise brand awareness, raise customers loyalty and build sales.