structural characteristics of a marketing-orientated business
A business that has a marketing orientation sees the needs of customers and consumers as vital. As it develops and markets products to meet those demands, certain structural characteristics become apparent in the business.
These are summarised in the table below:
| Business Function | Activities |
|
Identifying customer/consumer needs and wants |
Marketing research |
|
Developing products to meet customer/consumer needs
and wants |
Research and development Production |
|
Deciding on the value of the product to customers |
Pricing (sales and marketing department) |
|
Making the product available to customers at the right
time and place |
Distribution |
Informing customers/consumers of the existence of
the product and persuading them to buy it |
Promotion |
You should expect to see all the above activities well-established in a business that is marketing-orientated.
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