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	Time: 4 hours Level: Advanced

	Introduction Introduction Resource This unit is divided into two sections: ‘Understanding market orientation’ and ‘Managing a market-led organisation’. In Section 1 ‘Understanding market orientation’ sets out different approaches to marketing....

	What does 'marketing' mean? What does 'marketing' mean? Resource Before you start working through this unit, take a moment to write down what you understand by the term ‘marketing’, either on the basis of your previous studies or the everyday use of the term.

	1 Understanding market orientation 1.1 Three approaches to marketing Resource This section has been written with the assumption that you have some prior marketing knowledge. As a brief revision you will read how marketing can be described both as an organisation-wide customer-orientated... Marketing as a job title Resource The term ‘marketing’ became common in the UK during the 1960s. During that time it was quite common for businesses to rename their sales departments marketing departments. Communications and sales managers... Marketing department marketing Resource It is common practice for an entire organisation's marketing activities, such as advertising, sales and market research, to be grouped together in a marketing department. The department's function is to... Marketing as a management process Resource This last definition is the one that most modern marketing writers support. Piercy (1997) makes a distinction between ‘marketing plan marketing' – the activities that traditional marketing departments... 1.2 Do all organisations need to be market oriented? Resource As you have seen, many marketing writers maintain that to be successful all organisations (commercial and non-profit) must be market oriented and must focus their attention on adding value to their products... The NSPCC's 'FULL STOP' campaign Resource An example of a marketing communications campaign is given below. This National Society for the Prevention of Cruelty to Childred (NSPCC) campaign was named a ‘Campaign of the Year’ in the CIM&Sol;Marketing... Who is the customer? Resource Customers are people who buy our products and services, and may or may not use them. The key to defining these people as ‘customers’ is that each engages in an exchange relationship that adds value... Implications of market orientation Resource An organisation that develops and performs its production and marketing activities with the aim of satisfying the needs of its customers is market oriented. However, using market-led ideas in the non-profit... We know what's best for you: high-credence services Resource The professional's knowledge and experience adds value to the services provided by lawyers and accountants. These types of service are classed as high-credence services. Credence means trust. A lawyer... 1.3 How do organisations become market leaders? Resource Drucker (1992) wrote: Choosing customers Resource Think about your own organisation – or your own experiences as a customer. I'm sure you'll agree that, over the last few years, customers have become very sophisticated. They expect higher standards, lower... Narrowing the focus Resource Offering a unique value proposition involves designing a value-driven operating model. This is a combination of operating processes, management systems, business structures and culture that will give the... Dominating the market Resource Value disciplines refer to the ways in which organisations can combine value-driven operating models and propositions to dominate their markets. In their discussion of market domination, T&W identify... Marks and Spencer: a case study Resource The following case study examines a company coming to terms with market orientation. Is M&S market led? Resource Allow half an hour.

	2 Managing a market-led organisation 2.1 Managing relationships Resource You should now understand that markets and the customers within them are the responsibility of all managers within an organisation. An organisation needs to identify what will create extra value for its... 2.2 An integrated perspective on relationship management: the six markets model Resource Christopher et al. (1991) developed a complementary model to Piercy's. Based on the idea of stakeholders, the ‘six market model’ of relationship management works equally well in either a commercial or... Wace Burgess: the importance of managing relationships Resource The case study below illustrates the importance of managing relationships. Read the case study, then answer the questions that follow it. Activity 8 Resource The M & S case study illustrates the importance of managing relationships. Having read it, try to answer the following questions. Relationships in your organisation Resource In this section I have introduced you to case studies and reading that should have helped you understand how market orientation affects an organisation's performance. I have also asked you to look at your...

	Summary Summary Resource The aim of the first section was to introduce you to the concept of the market-led approach to marketing (also referred to as pan-company marketing or marketing orientation) and to differentiate it from...

	References and Acknowledgements References Resource Acknowledgements Resource

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