Discuss the international application of five common marketing orientations.
Chapter 17 Global Marketing
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Daniels, 15edition, Global Marketing, Chapter 17
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b. Sales orientation: A company tries to sell abroad what it can sell domestically on the assumption that consumers are sufficiently similar globally. A company may make this assumption because it lacks information about the foreign markets. This orientation differs from the production orientation because of its active rather than passive approach to promoting sales.
c. Customer orientation: Management usually is guided by answers to questions such as "Should the company send some exports abroad?" "Where can the company sell more of Product X?" In contrast, a customer orientation asks "What can the company sell in Country A?"
d. Strategic marketing orientation: Most companies committed to continual, rather than sporadic, foreign sales adopt a strategy that combines production, sales, and consumer orientations. Instead of merely trying to sell a domestic product abroad, the company adjusts this product to foreign needs.
e. Social marketing orientation: Companies with social marketing orientations realize that successful international marketing requires serious consideration of potential environmental, health, social, and work-related problems that may arise when selling or making their products abroad.