Question

b) Outline and explain the theoretical and practical differences between functional and orientation approaches to marketing. Explain the reasons for your answer, are there any industries, products or activities to which either one of these approaches is unsuitable? 15 Marks

Answer 1

Differences between functional and orientation approach to marketing -

i) Functional approaches help a business to organize its functional lines such as sales and production in the marketing field. On the other hand, orientation approaches are when a company focuses on what the market needs and wants as well as their specific preferences.

ii) When optimizing one functional unit, the function may affect another function in case of functional approaches whereas approaches in marketing orientation are not affected by other parts.

iii) Orientational approaches specifically determine the quantity of the products produced by a company after the market research. On the other hand, functional approaches manufacture those products for the customers which are specified by the market orientation.

No, for all the companies and industries, both the approaches are suitable as both are needed to do proper market research as well as customer satisfaction.

Hope this helps :)

If you liked the answer then please give an Up-vote, this will be quite encouraging for me, thank you!