Many companies
have to market their product in order to achieve adequate sales, but there are
a few exceptions to this ideal. Following a product orientation is surely a
risky business. Not catering to the wants of consumers is very dangerous
indeed. Many would look at this strategy as impossible. How could a company
that does not cater to its customers be successful?
I’ll tell
you how. The key to this is a need based product. It is true that the consumer
wants and wants, but what about what the consumer needs? The only types of large-scale
companies I can understand following a product orientation with success are the
ones that provide a product or service that everyone needs.
My example
of this is electric companies. Electric companies need not market their
electricity to others in order to get customers. The majority of the modern
world uses electricity and there are few companies to get it from, especially
in the United States.
Product
orientation works here because we have a modern day monopoly. Electricity is
essential to almost everyone. They can’t afford to question its provider, nor
can they look elsewhere to another provider. A system like this works for most,
but is there any other type of large-scale company that has a product orientation
without the use of need-based products?
