• Consumer demand exceeded supply
• During the production orientation, companies wanted efficient production lines to mass produce products for the consumer. Because the demand was higher than the supply, consumers were content to get a product and were not focused on product variation.
• This was the time that the control was in the hands of the producers.
• Focus on selling (The orientation shifted from
producing to selling).
• Supply exceeded customer demand
There was overproduction during the production orientation, which led to excess product. Although the products were still similar and there was little variation, during the sales orientation period, the manufacturers focused on selling the product which they had overproduced.
• Deliver satisfaction better than competition
• Instead of trying to persuade customers to buy what the firm had already produced, marketing-oriented firms found that it was a lot easier to produce only products they had first confirmed, through research, that consumers wanted.
They develop a wide variety of products to meet very different needs.
They realize the importance of communicating with their consumer and explaining their product benefits.
They practice corporate social responsibility through tie-ins with charities and fundraising.
What’s “hot” in the market
Here’s something I “could” offer
Sell, sell, sell, sell…and. “you’re welcome”
What your data says you might want or need
Here’s something I “should” offer
What’s most effective to reach customers
Recommend, invite, help, sell and “Thank you”
• Marketing looks for opportunities to provide products and services to help consumers reach their goals (meet their values) while also making profitable decisions for their companies
Considers consumers’ long-run best interest
• Promoting good corporate citizenship
Build and maintain successful relationships with their consumers.
– offering a product which has benefits that the consumer values
– benefits as exceeding the cost of the product
– a high level of customer satisfaction
– trust the marketer and continue to purchase the product – leads to loyalty
– a high level of customer retention — be more profitable due to these valuable loyal customers
• Trust is the foundation for maintaining a long- standing relationship with customers.
• Loyal customers are key
– They buy more products
– They are less price sensitive
– Servicing them is cheaper
– They spread positive word of mouth
expectation > perception = disappointed customer
expectation = perception = satisfied customer
expectation < perception = delighted customer
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