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Marketing-Oriented Company: Definition & Examples

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Lesson Transcript
Instructor: Tara Schofield
Learn what a marketing-oriented company is and how a company can become more marketing-oriented. See examples of marketing-oriented companies, and take a short quiz.

What Is a Marketing-Oriented Company?

Marketing is the way a company interacts with current and potential customers. You can think of it as the communication arm of a business - gathering information from and sending out messages to customers. Marketing-oriented companies are vibrant, communicative businesses that actively seek ways to understand what their customers want and create products specifically designed for those customers. Ensuring there is a demand for their products and services is one of the most vital elements of a marketing-oriented company. The amount of effort that goes into marketing can be the difference between a successful and a failed company.

Major Characteristics of a Marketing-Oriented Company

There are three main identifying characteristics of marketing-oriented companies. First, they find out what people want. Marketing-oriented companies invest in research and surveys. They ask their customers for opinions. They want to know what their potential customers are looking for in products and services.

Second, they respond to market feedback. Once they understand what current and future customers want, marketing-oriented companies meet and exceed those desires. Apple is a prime example of a company that understands what will excite its customers, and then Apple over-delivers. When its customers ask for a sleek design, Apple responds with beautiful devices that are sophisticated and eye-catching.

Third, they create excitement for their products and services. Marketing-oriented companies build anticipation for new releases by communicating unique features and announcing benefits for customers. Excitement is also built by differentiating their products and providing more than expected. When customers are thrilled with the performance and value of one product, they'll be more excited for the next release.

How Can Companies Become More Marketing-Oriented?

Here are a few strategies that companies can use to develop the characteristics of a marketing-oriented company. First, create a way to get feedback. Companies need to be able to get opinions from current and potential customers. They must ask questions and value the responses. It's easier now than ever to get feedback from clients. Whether a company implements a sophisticated survey, such as a focus group with face-to-face input, or it offers a more immediate and simple feedback method, such as an online survey, the critical element is analyzing the responses and making decisions based on both statistical data and survey information.

Second, know how to connect with potential customers. Companies need to understand where to find their customers. If they have a product that is targeted to teenagers, they need to market where teenagers will see their marketing efforts. Placing ads on television channels teens do not watch or in magazines teens do not read is a waste of marketing efforts. Marketing-oriented customers go to where their target market is and communicate information in a way that will attract those customers.

Third, create a message that attracts the right audience. An important component for a marketing-oriented company is being able to explain the product or service to customers in a way that is most intriguing and exciting for them. Using references and wording that is appropriate for the gender, age-range, and other identifying features will help attract the consumers to the message. Targeting the message to the audience is an important part of being marketing-oriented.

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