Compose a 1000 words essay on Marketing Master. Needs to be plagiarism free!Download file to see previous pages... Furthermore, the basic orientation of a company can be reflected by strategies, struc

Compose a 1000 words essay on Marketing Master. Needs to be plagiarism free!

Download file to see previous pages...

Furthermore, the basic orientation of a company can be reflected by strategies, structures and cultures. Each of these must be integrated so that a clear corporate position can be ensured through marketing efforts.

Stensrud (1998) also claims that it takes a well-orchestrated effort to develop a marketing orientation. In order to accomplish this feat, there are several key factors that must be carefully taken into consideration. First of all, a company must have access to capital. Secondly, they must emphasize the importance of long-range planning and spending strategically. There must also be appropriate distribution channels, middle managers who know what they are doing, up-to-date systems, and the ability to stick to new strategies. Leaders must be put in place that can handle the new system that comes along with a marketing-oriented organization.

According to Answers.com (2010), the needs of consumers need to be focused on rather than the needs of the company that is producing a good or service. This means that an integrated and goal-oriented philosophy needs to be followed by the organization as a whole throughout the process. In fact, the needs and goals of the consumer need to be achieved before the needs and goals of the producing company in order for the producing company to be successful in even reaching its goals according to the idea of the marketing concept.

Selling reached an extreme level of difficulty after World War II since it could no longer be achieved by hard selling. This is because the variety of products increased following the war. Furthermore, the level of discretionary income of consumers had increased and, therefore, those consumers could afford to use a little more freedom in their purchase decisions. This was further complicated by the fact that organisations were not able to accurately predict the changing needs of consumers (NetMBA 2010.

As this was the case, a list of key questions was raised. First of all, companies needed to know what customers wanted. Secondly, they needed to know if they could develop those products and services during the time frame that customers still wanted them. Finally, they needed to know how and if they could keep their customers satisfied (NetMBA 2010, p. 1).

The marketing concept was developed in response to the needs of these customers. The concept involves the following elements:

* Focusing on customer needs before developing the product

* Aligning all functions of the company to focus on those needs

* Realizing a profit by successfully satisfying customer needs over the long-term

(NetMBA 2010)

The process of setting up the marketing concept within an organisation involves dividing the main marketing department into its separate components according to definable customer needs and goals. These departments often are most often just sales departments within additional responsibilities added to the list of their duties (NetMBA 2010, p. 1).

This structure can still be found in organisations today. However, many organisations have developed themselves into marketing organisations with a customer-centered focus throughout the company. All organisations exist to satisfy customer needs.