Marketing Orientation

Description

Marketing Orientation Mind Map on Marketing Orientation, created by james.bowditch on 02/09/2013.
james.bowditch
Mind Map by james.bowditch, updated more than 1 year ago
james.bowditch
Created by james.bowditch about 11 years ago
61
0

Resource summary

Marketing Orientation
  1. A business philiosphy
    1. Recognises customers at the centre of all activities
      1. Delivering goods the customers want
        1. Totally sensitive to customers needs
        2. Creating customer satisfaction
          1. Ensure Survival
      2. A management function
        1. Bringing all customer related activities within the marketing function
          1. Sales
            1. Customer Service
              1. Physical distribution
                1. NPD
              2. A management process
                1. Team Effort
                  1. Fully motivated
                    1. Striving toward customer satisfaction and satisfying objectives
                    2. A social process
                      1. A process of exchange
                        1. Examining the behaviours of institutions and markets in the economy as a whole
                        2. A social science
                          1. The evolution of marketing orientation

                            Attachments:

                            1. Production
                              1. Sales
                                1. Marketing department
                                  1. Marketing orientation
                            2. Recognising MO (Wilson and Gilligan)
                              1. Understanding customers needs, wants and behavior patterns
                                1. Profit directed not volume driven culture
                                  1. A CEO who is the "marketing champion"
                                    1. An organisation with a marketing driven mission
                                      1. Marketing is seen as being the most important orientation by other managers
                                        1. Managers make use of marketing research inputs in decision making
                                          1. There is a strong link between the marketing function and NPD
                                            1. The marketing team are marketing professionals and not sales people
                                              1. An understanding that marketing is the responsibility the entire organisation
                                              2. Developing MO
                                                1. Secure top management support
                                                  1. Specify a mission relating to the development of marketing orientation
                                                    1. Create a task force to bring managers from across the company together to...
                                                      1. Identify the current orientation of the company
                                                        1. Carry out training needs analysis as a basis for development
                                                          1. Advising on structural change within the company to support marketing activity
                                                            1. Ensuring commitment to change via system of rewards
                                                              1. Continuous performance monitoring
                                                              2. Ask these questions
                                                                1. Are we easy to do business with?
                                                                  1. Do we keep our promises?
                                                                    1. Do we meet the standards we set?
                                                                      1. Are we responsive?
                                                                        1. Do we work together?
                                                                      2. Benefits of MO
                                                                        1. Customer value and competitor response
                                                                          1. Satisfied customers buy again and again
                                                                            1. LTV
                                                                            2. More responsive to customers changing needs and wants
                                                                            3. An Exchange process
                                                                              1. Allows department to communicate with each other
                                                                                1. Allows the company to be more flexible and responsive to change
                                                                                2. Philosophy of business
                                                                                  1. Dynamic Operation
                                                                                    1. Planning and action process
                                                                                    2. Catalyst for change
                                                                                    3. Factors that may make MO difficult to achieve
                                                                                      1. Lack of committed leadership and vision
                                                                                        1. SOLUTION: In depth internal marketing
                                                                                        2. Lack of customer knowledge
                                                                                          1. SOLUTION: CRM Systems
                                                                                          2. Lack of infrastructure and technology
                                                                                            1. SOLUTION: Sold as the overall strategy and long term plan
                                                                                            2. Conflict between marketing and other functions
                                                                                              1. SOLUTION: Facilitated by a top to bottom strategy
                                                                                                1. SOLUTION: Internal Marketing
                                                                                                  1. SOLUTION: Planning orientation
                                                                                                    1. SOLUTION: Organisational design
                                                                                                    2. Preference for production or sales focus
                                                                                                      1. SOLUTION; Provide education on the benefits of MO
                                                                                                    3. McKinsey & Co's Six S Framework

                                                                                                      Attachments:

                                                                                                      Show full summary Hide full summary

                                                                                                      Similar

                                                                                                      Marketing Orientation
                                                                                                      james.bowditch
                                                                                                      McKinsey and Co's Six S Framework
                                                                                                      james.bowditch
                                                                                                      Rounding to decimal places
                                                                                                      Ellen Billingham
                                                                                                      Nouns & Definite Articles Notes
                                                                                                      Selam H
                                                                                                      Biology AQA 3.1.3 Cells
                                                                                                      evie.daines
                                                                                                      Biology AQA 3.1.3 Absorption
                                                                                                      evie.daines
                                                                                                      GCSE Science - B1 - You and Your Genes - Genes, Chromosomes and DNA
                                                                                                      GeorgeHaines
                                                                                                      Photosynthesis and Respiration
                                                                                                      Jessica Phillips
                                                                                                      GCSE AQA Physics 2 Circuits
                                                                                                      Lilac Potato
                                                                                                      1_PSBD New Edition
                                                                                                      Ps Test
                                                                                                      SFDC App Builder 1 (1-25)
                                                                                                      Connie Woolard