Answe The Q Example

Answe The Q Example Answe The Q â€" Assignment Example > @2010 GENERALProvide detailed description (with illustrations) of the Moderators of market orientation, and discuss their link to “strategic marketing management” and “organizational performance”Market orientation is basically a company’s philosophy which is aimed at identifying and meeting the needs of its clients, through a well planned product mix. One moderator of market orientation is competitive environment. A competitive environment provides a consumers with many options and alternatives from where he or she can buy from, hence the need for the manufacturer or supplier to find a way to ensure full satisfaction of the customer, so that the customer will identify the company or manufacturer as the producer of choice. A competitive environment determines various activities and precautions to take while carrying out market orientation. Market turbulence also greatly influences how an organization will come up with a marketing orientation. Some trends in certain market s make it a bit hard to predict what will be happening next, and thus it is extremely difficult to come up with policies which will last for along time. For example, when demand of a product rises sharply and falls within a short period of time, and this happens repeatedly over a period of time, it is difficult to come up with fixed prices due to these price fluctuations. On the other hand, a producer can not bank very much on a product which can easily find a complete substitute from another competitor. The producer should therefore thoroughly study the existing market trends before coming up with a market orientation (Kim and Ye 2004). Some products are subject to technological advancement and change. Whenever a corporation’s main product line consists of items which we can term as bleeding technology, there is always a possibility that the item will be in the market for quite some time. However, many products tend to be easily overtaken by newer technology and so there is a n eed for a firm to keep carrying out inventions and innovations in order to stay abreast of technological advancements. Technological turbulence therefore affects market orientation to a great extent. These moderators of market orientation determine how an organization defines its business, missions and goals because they determine how marketing concepts will be implemented. They determine the product mix and the pricing, target market and how a company is going to meet the satisfaction of the consumer. This means that when coming up with a strategic marketing policy, these moderators will determine the necessary plans that a company will take. Since they affect the nature of production which is carried out by the organization, they affect the output from the organization and therefore when coming up with an organizational performance policy, they will greatly be featured. (B) CASE STUDYHow would you describe Samsungs marketing strategy within the Canadian Consumer Electronic Market in terms of their segmentation, targeting and positioning within this sector? In terms of segmentations and targeting, Samsung went ahead to come up with four different homogenous groups, which are the high income families, the young generation, business users and the hobbyists. These four segments enabled Samsung to narrow down to the needs of each specific group and produce and market appropriately and at affordable prices. The corporation has put great efforts to maintain a product mix that meets the needs and preferences of each of these groups. Each of these groups not only has a different purchasing power, but responds uniquely to a marketing mix and is substantial enough to be profitable. This was a perfect approach considering the diversity in the Canadian market.