Product Orientation vs Market Orientation: Difference and Comparison

The Company’s profits and losses are mainly depending on marketing skills. Many Companies manifest an interest in individuals who can speak and convince the customers and gives profit to the Company.

Key Takeaways

  1. A product orientation is a business strategy that focuses on creating and improving products, while market orientation is a business strategy that focuses on understanding and meeting customer needs.
  2. Product orientation assumes that if the product is good enough, customers will buy it, while market orientation focuses on creating products that meet customer needs and preferences.
  3. A product orientation is inward-looking, while a market orientation is outward-looking and focused on the external environment.

Product Orientation vs. Market Orientation

Product orientation focuses mainly on the creation or making of products. It also includes product improvement. High quality products are manufactured by companies in product orientation. The main focus of market orientation is to understand the needs or requirements of the customers. Market orientation is a culture related to business.

Product Orientation vs Market Orientation

An individual can acquire skills in Orientation that helps to keep in a good position. Several Companies require the Orienteers for profits in their products. Product Orientation is one kind of orientation where the companies initially focus on Product quality alone.

On the Other hand, Market Orientation mainly focuses on business proposals to increase profits. Market Orientation Comprehends the perspectives like market intelligence, culture-based behavior, customer orientation, and strategic purpose.

Comparison Table

Parameters of ComparisonProduct OrientationMarket Orientation
MeaningProduct Orientation is one of the adaptations where companies focus on products.Market Orientation allows focusing on business purposes.
InitiationProduction Orientation started in the middle of 1950 when the products were in a limited stage.Market Orientation started in 1990 to get profits in business.
FocusIn Product Orientation, Companies manufacture quality and rate-fixing products that an individual can compare with other products.Companies focus on design. Market Orientation directly moves to the customer’s needs to give the products.
CultureIt is a quality and rate fixing of product culture.        It Is a business culture.  
CompaniesCompanies like Gillette, Coco-Cola, Travis Perkins, and many others follow the product Orientation.Companies like Amazon, Starbucks Coffee, Singapore Airlines, and others come under Market Orientation.  

What is Product Orientation?

In the mid of 1950, during the Capitalism period, product orientation took place while the products were in limited stock. Product Orientation is one of the kinds of Orientation where the companies initially focus on Product quality alone.

Production Orientation started in the middle of 1950. Companies like Gillette, Coca-Cola, and Travel Perkins are some of the companies that go through Product Orientation. Several companies in the world check the product before releasing it.

A Company can gain profits based on the customer’s reviews of the product’s quality. In the present World, online reviews of customers can increase the Company’s status.

product orientation

What is Market Orientation?

There are 4 kinds of Orientations, and Market Orientation is one of the kinds. Market Orientation is the business type orientation where companies prefer the customer’s satisfaction.

It Is a business culture Orientation that focuses on people’s satisfaction. Companies that follow Market Orientation are Amazon, Starbucks Coffee, Singapore Airlines, and many others.

Market Orientation Comprehends the perspectives like market intelligence, culture-based behavior, customer orientation, and strategic purpose.

market orientation

Main Differences Between Product Orientation and Market Orientation     

  1. Both Production Orientation and Market Orientation had some similarities. But, companies like Gillette, Coca-Cola, and Travis Perkins come under Product Orientation, where Companies like Amazon, Starbucks Coffee, Singapore Airlines, and many others come under Market Orientation.
  2. Product Orientation follows quality and rate fixing of product culture. On the other hand, Market Orientation is a business culture.
References
  1. https://www.jstor.org/stable/41064950
  2. https://www.sciencedirect.com/science/article/pii/0148296395000518
  3. https://www.ingentaconnect.com/content/westburn/tmr/2006/00000006/00000001/art00003

Last Updated : 11 June, 2023

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22 thoughts on “Product Orientation vs Market Orientation: Difference and Comparison”

  1. The article detailed the differences between product and market orientation effectively. It’s useful information for everyone interested in improving their marketing skills.

    Reply
  2. It seems like the article missed out on exploring the historical evolution of product and market orientation, which could have added depth to the discussion.

    Reply
  3. The article’s in-depth examination of the differences between product and market orientation offers a valuable framework for businesses seeking to refine their marketing strategies.

    Reply
    • I couldn’t agree more. The insights shared in the article are incredibly pertinent to contemporary marketing practices.

      Reply
    • The detailed comparison between product and market orientation was beneficial, but it could have been complemented by real-world case studies to illustrate the practical implications of these orientations.

      Reply
  4. While the article provides an in-depth analysis, it fails to acknowledge the evolving nature of marketing strategies and the integration of both orientations in contemporary business practices.

    Reply
    • I see your point. The dynamic nature of marketing definitely calls for a more integrated approach that balances both orientations effectively.

      Reply
  5. The author presents a clear distinction between product and market orientation, enabling readers to grasp the significant differences between the two strategies.

    Reply
    • Absolutely, understanding the fundamental contrasts between the two orientations provides actionable insights that can inform strategic marketing decisions.

      Reply
    • While I appreciate the clarity in the article, I believe it could have delved deeper into the theoretical underpinnings of market and product orientation.

      Reply
  6. A thought-provoking article that highlights the distinct strategies of product and market orientation, offering valuable insights for businesses navigating the complexities of the market landscape.

    Reply
    • Absolutely, the article encourages a critical evaluation of organizational strategies, guiding businesses towards informed decision-making.

      Reply
  7. The article presents a comprehensive breakdown of product versus market orientation. It’s a valuable resource for those seeking to understand the strategic perspective of these orientations.

    Reply
  8. An insightful piece that sheds light on the significance of orientation in the business world. Everyone should take the time to read this.

    Reply

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