- Current section: Introduction
- Learning outcomes
- 1 What does 'marketing' mean?
- 2 Understanding market orientation
- 3 Do all organisations need to be market oriented?
- 4 How do organisations become market leaders?
- 5 Managing a market-led organisation
- 6 Summary
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The market-led organisation
Marketing means different things to different people. How do you decide who to aim a...
Marketing means different things to different people. How do you decide who to aim a campaign at? If you already have a background in marketing, this unit will improve your understanding of market orientation and (going to market). It also assesses the importance of managing key internal and external relationships.
After studying this session, you should be able to:
- describe the difference between marketing as a function and the concept of being market led;
- evaluate whether an organisation is market led;
- evaluate the relevance of marketing concepts to your own and other organisations, whether commercial (for-profit) or non-profit;
- identify your own customers and consumers;
- list the tangible and intangible elements of your own products and services;
- evaluate the role of relationships in adding value to market-led organisations;
- identify the key relationships and markets in a case study;
- identify key market-led relationships within your own organisation.
The market-led organisation
This unit is divided into two sections: ‘Understanding market orientation’ and ‘Managing a market-led organisation’. In Section 1 ‘Understanding market orientation’ sets out different approaches to marketing. I argue that marketing should not be the property of just the marketing department but an organisation-wide philosophy that centres on satisfying customers. The way in which marketing ideas can be applied to non-profit organisations is also discussed.
In Section 2 ‘Managing a market-led organisation’, I go on to discuss the importance of managing key internal and external relationships.
This material is from our archive and is an adapted extract from Managing Performance and Change (B700) which is no longer taught by The Open University. If you want to study formally with us, you may wish to explore other courses we offer in this.
This is an extract from an Open University course which is no longer available to new students. If you found this interesting you could explore more free Business Studies course units or view the range of currently available OU Business Studies courses.
Copyright & revisions
Originally published: Wednesday, 27th July 2011
- Creative-Commons: The Open University is proud to release this free course under a Creative Commons licence. However, any third-party materials featured within it are used with permission and are not ours to give away. These materials are not subject to the Creative Commons licence. See terms and conditions. Full details can be found in the Acknowledgements section.
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