- It is proposed that the concept of marketing orientation has a number of components:
customer orientation: understanding customers well enough continuously to create
superior value for them;
competitor orientation: awareness of the short- and long-term capabilities of
competitors;
interfunctional co-ordination: using all company resources to create value for
target customers;
organisational culture: linking employee and managerial behaviour to customer
satisfaction;
long-term creation of shareholder value: as the overriding business objective.
Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive
Positioning, 5
By reference to academic literature, critically evaluate this perspective on marketing
orientation. For an identified organisation – preferably, the one within which
you work – assess its effectiveness in these components, making management
recommendations.
You are required to produce a business report addressed to a specific person in your
identified organisation – the Managing Director or equivalent.
The report should have:
a sound theoretical and conceptual perspective, containing evidence of critical
debate within an appropriate academic literature. A minimum of 4 academic
journal articles should be referred to. Please check the Online Library link on Nile,
and access the Reading List to access the journals and articles database.
an effective practical foundation, which makes management recommendations.
