consumer orientation

a business philosophy of a company which emphasizes the provision of GOODS and SERVICES that have been specially designed to satisfy the needs of its customers. A CONSUMER or customer orientation involves the identification of customer needs with a view to developing products which satisfy these needs (see NEW PRODUCT DEVELOPMENT).

Once a firm has chosen to operate in a particular MARKET it needs to identify the needs of customers including, where appropriate, the needs of specific subgroups of customers (see MARKET SEGMENTATION).

A consumer orientation strategy thus requires a firm to understand the attitudes, wants and behaviour of a target group of consumers (see MARKETING RESEARCH. BUYER BEHAVIOUR). Having defined consumer wants, a firm can then develop products with characteristics which satisfy these wants and develop an appropriate MARKETING MIX to market them.

Contrast with PRODUCTION ORIENTATION. See MARKETING CONCEPT.

单词	consumer orientation
释义	consumer orientation consumer orientation a business philosophy of a company which emphasizes the provision of GOODS and SERVICES that have been specially designed to satisfy the needs of its customers. A CONSUMER or customer orientation involves the identification of customer needs with a view to developing products which satisfy these needs (see NEW PRODUCT DEVELOPMENT). Once a firm has chosen to operate in a particular MARKET it needs to identify the needs of customers including, where appropriate, the needs of specific subgroups of customers (see MARKET SEGMENTATION). A consumer orientation strategy thus requires a firm to understand the attitudes, wants and behaviour of a target group of consumers (see MARKETING RESEARCH. BUYER BEHAVIOUR). Having defined consumer wants, a firm can then develop products with characteristics which satisfy these wants and develop an appropriate MARKETING MIX to market them. Contrast with PRODUCTION ORIENTATION. See MARKETING CONCEPT.
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