Different Orientations to Marketing
Business centered around Manufacturing
Consumers favor products that are 1. Available 2. Affordable; concentrate on
operational efficiencies and cost reduction, which is one of the oldest
orientations that guides sellers.
Example: Lenovo dominates the highly competitive, price-sensitive Chinese PC
Market through low labor costs, high production efficiency and mass distribution.
However, it can lead to marketing myopia, focusing too narrowly.
The Product Orientation
Business centered around Product
Consumer favor products that offer 1. Highest quality 2. Best performance 3. Most
innovative features, they focus on design features and products excellence
One of the oldest orientations that guides sellers.
However, focusing only on product can also lead to marketing myopia.
Example: Mousetrap for mouse problems, buyers may be looking for a better
solution to a mouse problem but not necessarily for a better mousetrap.
The Selling Orientation
Business centered around Sales
It focuses on sales transactions, typically for unsought goods, for goods that
buyers do not normally think of buying, they are more of buying the ‘deal’. It
assumes hard sell customers are satisfied. It sells what company makes rather
than making what the market wants
High risk: It focuses on creating sales transactions rather than on building long-
term, profitable customer relationships.