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Customer and Product Orientation

Customer and Product Orientation. Providing the market. Businesses have to decide what product / services to provide next for the market. They have to decide between: Giving more of the same, or Something new / different. Customer / Market Orientation.

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Customer and Product Orientation

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  1. Customer and Product Orientation

  2. Providing the market. • Businesses have to decide what product / services to provide next for the market. • They have to decide between: • Giving more of the same, or • Something new / different.

  3. Customer / Market Orientation • Allows customers to determine what market provides. • Most business follow this method. • Identified through ‘requests’ and demand for other existing products / services as well as market research • Tend to carry out if not able to take high risks and happy playing safe. • Examples • Celebrity love island – Celebrity Big Brother – Celebrity Family Fortunes – Celebrity Who Wants to Be A Millionaire – Get Me Out Of Here.

  4. Product Orientation • Involves developing and providing products in the hope that customers want them. • Businesses believe they know what customers want. • Customers need persuading • Creates innovation and risk taking in the market. • Means businesses have to invest heavily in R&D and stay ahead of the competition. • However reward can be massive and create new markets for exploitation • Example. • Nintendo Wii • Pixar – Toy Story • Big Brother • E-Bay • Sinclair C5Vid

  5. In Reality • Business have to choose when to be customer or product orientated. • Risk and rewards in each. • Usually a mixture of the two is used. • Customer Orientation with an USP

  6. Task

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