In this type of orientation, the business focuses on selling the product somehow. The firm doesn’t concentrate on the product or what the needs of the consumers are but on maximizing the sales of the product. The approach is pushing to the product to the customers. The firm does not consider the preference of the consumer. In this case, the customer may not be wanting or preferring the product but this is not the primary concern of the firm. As per Deng, the main focus is to sell the product somehow using advertising and media because the firm has more product than is demanded by the consumers. The firm uses different methods of adverting to sell the products. The firm, however, overlooks the fact that this product may not be what the consumers actually want. To increase sales, the firm has to make changes in the product or the campaign.In this sort of orientation, the manufacturer believes that they have a good product. They think that their product is of superior quality and they try to sell their product. They believe that the features and quality of the product are great and that the consumers will definitely like the product. They take this for granted. The problem may arise where the consumers may like the products but they may not want the product. Thus the firm may have a difficult time selling these products because there may be a scarcity of demand for these products even when the products are superior.Having such knowledge of the customers and having the ability to change in accordance with their needs would lead to innovation and efficiency. As per Mick amp. Laura, this would lead to profits. Market orientation would lead to market-based strategies which would, in turn, lead to customer satisfaction, innovation, and retention which would mean more revenue for the firm.
Marketing Managment Managment in Practice