Bpp learning Media is an acca approved Content Provider

operational 
component that defines tasks and activities to be 
undertaken in order to achieve the desired strategy. The 
marketing plan 
is concerned uniquely 
with 
products 
and 
markets
. 
Marketing management aims to ensure the company is pursuing effective policies to promote its 
products, markets and distribution channels. This involves exercising strategic control of marketing, and 
the means to apply strategic control is known as the 
marketing audit
. Not only is the marketing audit an 
important aspect of 
marketing control
but it can also be used to provide much information and analysis 
for the 
corporate planning process
. 
1.5.3 Marketing orientation 
Different organisations have different orientations towards the customer. 
Orientation 
Description 
Production orientation
'Customers will buy whatever we produce – our job is to make as 
many as we can'. (Demand exceeds available supply.) 
Product orientation, a variant
of production orientation 
'Add more features to the product – demand will pick up'. Such firms 
do not research what customers actually want. 
Sales orientation
Customers are naturally sales resistant so the product must be sold 
actively and aggressively and customers must be persuaded to buy 
them.
 
Marketing orientation
The key task of the organisation is to determine the needs, wants 
and values of a target market and to adapt the organisation to 
delivering the desired satisfactions more effectively and efficiently 
than its competitors. 
 EXAM FOCUS POINT 
There is an article on the ACCA website entitled “The role of marketing” that is relevant to material in 
this section. 
BPP Tutor Toolkit Copy

---