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There needs to be cross funtional coordination to ensure that individuals in separate funcions or departments are acting consistently in their treatment of the customer.

For example the company would not be focused on the customer if the marketing department said that the customer could pay late as the customer had to bury his Dad and the finance department called up the customer and said where is the money that you should have paid us last week

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Q: Why is cross functional coordination necessary to have a customer oriented firm?
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What are the goals of a customer-oriented organization?

customer oriented organization is to create a company that focus on the customer need .


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What differentiates marketing oriented company from market oriented company?

A marketing-oriented company and a market-oriented company both focus on understanding and meeting customer needs, but they approach this goal in slightly different ways. Here's how they differ: Customer Focus vs. Market Focus: Marketing-Oriented Company: This type of company primarily focuses on its existing products or services and seeks to promote and sell them to customers. They may use market research and customer feedback to refine their marketing strategies, but the core emphasis is on promoting what they already have. Market-Oriented Company: A market-oriented company, on the other hand, places a higher emphasis on continuously studying the market and customer preferences. They are more adaptable and open to changing their product or service offerings based on the evolving needs and trends in the market. They are proactive in identifying emerging opportunities and threats. Product-Centric vs. Customer-Centric: Marketing-Oriented Company: Such a company is often product-centric. They develop products or services first and then create marketing strategies to sell them. Customer needs are considered, but they may not be the primary driver behind product development. Market-Oriented Company: A market-oriented company is customer-centric. They prioritize understanding customer needs and preferences before developing or modifying products and services. Customer input guides the product development process, ensuring that the company delivers what the market demands. Long-Term vs. Short-Term Focus: Marketing-Oriented Company: These companies may focus more on short-term sales and promotional tactics to boost immediate revenue. Market-Oriented Company: Market-oriented companies often have a long-term perspective. They build strong customer relationships and invest in research and development to stay relevant in the market over time. Market Research vs. Customer Relationship: Marketing-Oriented Company: They may conduct market research to identify target audiences and promote products effectively. Market-Oriented Company: Market-oriented companies not only conduct market research but also establish strong customer relationships. They engage in ongoing dialogue with customers to understand their evolving needs and preferences. In summary, while both types of companies aim to satisfy customer needs, marketing-oriented companies tend to prioritize their existing products and short-term gains, whereas market-oriented companies put the customer at the center of their business strategy, focusing on long-term success and adaptability to changing market conditions.

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Market-Orientation consist of the following. Customer orientation, Competitor orientation, inter-functional coordination and long term profits (Naver and Slater, 2000). Product oriented org. is focused on producing a superior product regardless of what the customers want.


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