- Focus on the production of goods and services; if business has a better product then customers will want it.
- Emphasis on quantity and reducing costs.
- Emphasises selling because of increased competition.
- Businesses think of customer only after the product is made.
- Emphasis on selling and advertising.
- Focuses on finding out what customers need/want—through market research—and then satisfying that need.
- Emphasis on customer satisfaction, quality, safety.
Customer orientation: business centres its activities on the customer, aiming for customer satisfaction.
Relationship marketing: strategies to build long-term relationships with valued customers (and important stakeholders e.g. suppliers, distributors). Repeat business is cheaper than the cost of seeking and establishing new customers.
Extract from Business Studies Stage 6 Syllabus. © 2010 Board of Studies NSW.