Customer Orientation

MARGARET K.

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Customer Orientation

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Themes

Customer orientation, customer-oriented, Bhasin, planning pyramid, marketing strategy, customer expectations, customer feedback, ISO standards, segmentation, supply and demand, branding, marketing mix

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Abstract

The approach of customer orientation can be explained in companies that highly value and give their customers a lot of importance. Such companies are said to be customer oriented. According to Bhasin (2018), their marketing strategies get designed with their customers at the peak of their planning pyramid. The purpose of companies having customer orientation is to add more value to their products. Most customers prefer companies that value them and provide valuable products. There are four steps of value addition in customer orientation to make customers happy and satisfied with their company of choice. The four steps are developing, manufacturing, marketing, and delivery. A company that decides to be customer-oriented starts with product design up to product delivery. The trend has changed, and companies do not manufacture what they want but what customers' desire and demand (Bhasin, 2018).

Meeting the customers' expectations
1. Production
2. Manufacture
3. Marketing
4. Delivery
Customer Orientation - Discussion

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[...] In that case, Bentley targets rich customers in its marketing mix. Bentley Motors also customize its cars according to what customers require according to Fusheng (2017). Concerning its place in the company's marketing mix; it has established a franchise of networks on a global scale. The company has franchising agents to whom it sells the cars (Bhasin 2018). The franchising agents then sell the cars to the final consumers. More than 80 percent of the cars that the company manufactures are distributed globally (Bhasin 2018). [...]

[...] It uses these factors to intensify its customer orientation (Bhasin 2018). Concerning products in its marketing mix, Bentley Motors has been very efficient and rich in its product portfolio. The famous company models include Mulsanne, Flying Spur, Continental and Bentayga (Fusheng 2017). The models are also categorized with other sub-model brands. For instance, under Bentley Mulsanne, there is Mulsanne Speed and Mulsanne's extended wheelbase. On the other hand, there are Bentley Bentayga Diesel and Bentayga Mulliner (Fusheng 2017). The company manufactures luxurious cars to satisfy the demands and needs of its customers. [...]

[...] Meeting the customers' expectations Production Some automobile companies are highly valued by their customers because they design products with the customers' desires in their plans (Bhasin, 2018). For instance, automobile companies focusing on the luxury class capture every detail depending on customer feedback. The product development is done by having the end user into consideration. Customer needs are very crucial in product development (Bhasin 2018). The products cannot be developed only by considering what the company is capable of doing. [...]

[...] Instead, it prefers ethical marketing. The company analyzes if a particular region has real product demand before it distributes them for sale (Bhasin 2018). It applied innovative promotional techniques when launching a new product in the market. With proper advertisements on TV and an intense campaign over the internet, the company ensures that its new car brands reach their targeted customers (Bhasin 2018). Furthermore, the company also applies effective engineering marketing techniques to improve the visibility of its products on a global scale. [...]

[...] Bhasin, H What is Customer orientation? What is a customer-oriented approach? [Online] Marketing91. Available at: https://www.marketing91.com/customer-orientation/ [Accessed 7 Dec. 2019]. Brady, M.K. and Cronin Jr., J.J Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, pp. 241-251. Fusheng, L Bentley Motors Redefines Luxury Touring Segment by Launching Continental GT. Retrieved from: https://www.chinadaily.com.cn/bizchina/motoring/2017-11/27/content_35049436.htm Latyshova, L. S., Syaglova, Y. V. and Oyner, O. [...]

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