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Strategic Marketing and Management Orientations

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There are five major management orientations utilized in Strategic Marketing. Production orientation, Product orientation, Sales orientation, Market orientation and Societal orientation. Please compose a 3-4 page synopsis of the five major management orientations, and elaborate on some of the potential conflicts between societal orientation and sales orientation (please provide potential conflict examples).

Please provide in-text citations and cite them in a References section, using APA format.

As a source of reference, "Strategic Marketing" by Syed H. Akhter is recommended.

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Solution Summary

Strategic marketing and management orientations are examined.

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All business enterprise operating conducts their strategic marketing activities under some specific management orientations that are production orientation, product orientation, sales orientation, market orientation, and societal orientation. All these orientations help firms in dealing with the marketplace, in which they are operating. With the changes in market, the way of firms to deal with marketplace has also changes as well as their management orientations (Baker & Hart, 2007). The company orientation towards market deals with the concepts that a company can use while targeting a market. There are basically five different management orientations, which could be used by firms in regard to strategic marketing as discussed here.

Production Orientation
The production concept is the oldest management orientation. It relay on a belief that consumers prefer low price products and product availability. As per this orientation, the key to competitive success in the marketplace is to produce as much as possible of a limited variety of products at the lowest probable price. This management orientation was quite true in mass production era, in the nineteenth and early twentieth century's (Lancaster & Reynolds, 2005). In that time, good produced in factories were quite cheaper than hand-made tailored goods and due to this, companies started believing that making goods at low-price would direct towards immense success.

For implementing the production concept, managers focus on low costs, mass distribution and high production competence. This concept was used in the developing countries where consumers concentrate on getting products, instead of focusing ...

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