Page 142 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Unit 7: Marketing of Information

Notes
A firm using a sales orientation focuses
primarily on the selling/promotion of a
particular product, and not determining
Selling Selling methods 1950s and new consumer desires as such.
1960s Consequently, this entails simply selling an
already existing product, and using
promotion techniques to attain the highest
sales possible.
Such an orientation may suit scenarios in
which a firm holds dead stock, or otherwise
sells a product that is in high demand, with
little likelihood of changes in consumer
tastes that would diminish demand.
The 'marketing orientation' is perhaps the
most common orientation used in
Marketing Needs and wants 1970 to contemporary marketing. It involves a firm
of customers present day essentially basing its marketing plans
around the marketing concept, and thus
supplying products to suit new consumer
tastes. As an example, a firm would employ
market research to gauge consumer desires,
use R&D to develop a product attuned to
the revealed information, and then utilize
promotion techniques to ensure persons
know the product exists.

Contemporary Approaches

Recent approaches in marketing include relationship marketing with focus on the customer, business
marketing or industrial marketing with focus on an organization or institution and social marketing
with focus on benefits to society. New forms of marketing also use the internet and are therefore
called internet marketing or more generally e-marketing, online marketing, search engine marketing,
desktop advertising or affiliate marketing.
It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience
more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet
marketing is sometimes considered to be broad in scope, because it not only refers to marketing on
the Internet, but also includes marketing done via e-mail and wireless media.

Table 7.2
Orientation Profit driver Western Description
European
timeframe
Relationship Building and 1960s to Emphasis is placed on the whole relationship
marketing / keeping good present day between suppliers and customers. The aim
Relationship customer relations is to provide the best possible customer
management service and build customer loyalty.

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