Companies with a marketing orientation make the needs and wants of customers a primary driver of business decisions. Here are key points which an organization gets once it becomes the marketing oriented company -
More Focused Production
By making customer needs a primary focus, companies will more likely develop products that match up with the needs of the customers. This means customers will experience more satisfaction with the product, which ultimately increases the likelihood of repeat purchases and brand loyalty. With an ongoing customer focus, companies can also make adjustments over time and will look to the market to guide product improvements and upgrades.
By adopting the marketing concept, companies have all functions aligned with the strategic vision of meeting the needs of customers. This helps define the role of employees more clearly. Marketers must perform diligent research to uncover needs and convey messages that explain benefits. Production should focus on fine-tuning products to meet the needs of customers. Support and service should have openness to customer feedback to report back to production and research. Company leadership must set the tone by making customers the priority.
When companies have a good understanding of what the market needs or wants, they have better ability to market effectively to them. Marketers research the market well to understand not only what is needed, but how to convey messages that clarify how their products align with those needs. Familiarity with the market allows marketers to build emotionally impacting appeals into ads and generate more business.
Consistently understanding and delivering what the marketplace wants leads to long-term profitability. Companies can turn one-time buyers into repeat customers, with an ultimate goal of developing many loyal customers. Loyal customers buy more frequently and in larger volumes. They are also less susceptible to competition and more willing to pay higher prices. All of these business benefits mean the company has much better ability to remain viable and successful as long as it retains the marketing concept.