Market orientation and sales management Essay Example | Topics and Well Written Essays - 1500 words

Market orientation and sales management - Essay Example will be coupled with asking customers for opinions as they want to identify what it is that current and potential customers are looking for in goods and services. 2. Create a thrill for their services and products: picture company A has come up with a prototype of a product. Unless they monopolise the market, there is an almost absolute chance that a similar product exists in the market. So, how does company A work towards ensuring their product finds a niche in the market? They can build anticipation for this new release by communicating the unique features while coupling this with the benefits to be accrued by the potential consumer (Kumar, Weitz & Harish, 1994). More excitement can be built by differentiating their products and providing more than is expected. Returns on these investments will be realised because when the clientele is satisfied with the performance of one product, they will be excited for the next release (Jeffrey, 1992). 3. Response to the market feedback: when market oriented organisations have a blueprint of the present and future needs of what the customers want, they meet and exceed those desires. Apple, which seeks to understand what customers want and delivers, for example, when its customers ask for gadgets with sleek designs. Apple responds with beautiful devices that are attractive and sophisticated (Deshpande & Webster, 1989). Benson P. Shapiro, a professor at the Harvard Business School proposes that market oriented is not only about getting close to the customer, it is much more (Shapiro, 1998). Deshpande and Webster (1989), Narver and Slater (1994), Shapiro (1988) assert that the importance of a market oriented business culture is very crucial to scholars and managers alike. They indicate it is valuable because it focuses organisations on continuously collecting information about target-customers’ needs and their competitors’ abilities and applying this information to create continuously superior customer value. A thin line