Explain the four different orientations an organization might have towards its marketplace, illustrate each orientation with an example.
Production Focus: This orientation is all about mass distribution and low prices: the more efficiently the product can be made the more widely it can be distributed and cheaper it can be sold, the more people will buy it. Wal-Mart is the perfect example of this focus: Their stores are everywhere and they pride themselves on their low price. This works for them despite the products and services being arguably lower quality than competitors because of the sheer volume of their production.
Product Focus: This orientation is concerned with making the perfect product. Companies with a product focus want high quality, innovative features to differentiate them from their competition. If their product is the best, newest, cleverest one out there, that will attract the customers. Gillette is a product-focused company. They are constantly churning out new razors with sleeker designs, more blades, clever gimmicks like 'sound-wave pulses' to help a closer shave. They present themselves as ahead of the curve in razor technology and attract customers looking for the best-of-the-best in that area.
Selling Focus: This orientation is all about selling more than the other guys. Their selling techniques are aggressive and ever-expanding. All orientations are attempting in some way to gain market share but for the selling-focused, % of marketshare is their baseline for determining success. CocaCola is all about aggressive selling. Their vending machines are everywhere and they are in fierce competition with Pepsi to sell more.
Marketing Focus: Relationship-focused marketing is all about encouraging customer loyalty through building a specific brand that presents an appearance that cares about the wants and needs of the target demographic and makes them want to be a part of it. Lulu Lemon is a good example. Their marketing is all about promoting good health and well-being and their target demographic is one that cares about those things in spades.