Marketing concept and marketing orientation Essay

Marketing concept and marketing orientation - Essay Example Marketing orientation centres on the target market. Marketing orientation also means organisations will most likely practice globalisation since flexibility is paramount in a more and more competitive environment. With marketing orientation, an organisation can sway customer demand by making goods and services that are appealing, affordable, and easily accessible. Essentially, marketing orientation means an organisation has to adopt the marketing concept. Marketing orientation means an organisation has competitive edge over rival firms (Almquist, 2014). Rival organisations always find it hard to emulate marketing orientation when used as an internal strong point. This is because organisations always find marketing orientation hard to maintain. Maintaining marketing orientation means an organisation will have to stop being transparent about its promotion and communication strategies. The lack of transparency creates competitive advantage for an organisation and makes marketing orientation non-transferable. Market-oriented organisations view these characteristics of marketing orientation as a resource for competitive advantage. To acquire this advantage, the organisation will also have to pour more resources into research, promotion, retailing, and sales. Target markets always follow certain trends that a market-oriented organisation has to know and abide by to gain the sector’s competitive edge. Abiding by these trends means th e organisation has to come up with commodity strategies that address customer needs and wants. The four Ps of marketing, market plans, behaviour, and research are factors an organisation can consider when seeking market orientation. A stipulated example is GrameenPhone, Bangladesh’s top telecoms firm. In 2012, GrameenPhone had a market share of 62%, which represents 8.5 million subscribers. This market share seems impressive but is