Market & Customer Focus

Cranfield School of Management

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Market & Customer Focus

Market & Customer Focus

Presents key concepts on how to make customer focus a reality, and what is needed to argue the case for active marketing planning.

Duration: 20 minutes

Probably the most important management fundamental that is being ignored today is staying close to the customer to satisfy their needs and anticipate their wants. There is irrefutable evidence that marketing-oriented organisations outperform those which are not marketing-oriented, as demonstrated in the above quote. To derive the full potential from marketing, two issues must be satisfactorily addressed: namely, whether your organisation has an integrated marketing planning system appropriate to the company needs; and whether the development of a customer focused marketing-oriented culture is possible throughout your organisation. This e-learning module will present key concepts that build on this vital management idea, and enable the learner to confidently argue the case for active marketing planning.

By the end of this module learners will be able to:

  • Develop the business case for building market orientation
  • Develop an actual market orientation
  • Evaluate that market orientation
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