Table of Contents

• Product-oriented approach
• Customer-oriented approach

By reading this article you will know product oriented marketing concept vs customer oriented marketing concept, and the key concept of  customer oriented approach.

Below are video explanation who teach you related to this subject for getting comprehensive understanding. Once you watch this video, you can continue on reading this article.





I hope you have understood a basic concept of customer oriented. Let's resume the article.

Marketing concepts have evolved. A long time ago product-oriented approach to marketing was popular. Nowadays, marketing concepts have changed. Customer oriented marketing has become widespread since the 90s.

Product-oriented approach

Before I explain about customer-oriented approach to marketing further, I give you a quick look about product-oriented approach.

This approach is based on conventional marketing activities, the activity exactly only to advertise a product then generate sales.

The fundamental typical of this approach is selling or make customer buying a product without considering prospect or customer’s actual demand.

The practitioner of this approach is only thinking that prospect will buy offered product or service. In addition, the company does not pay attention to the depth understanding of customer demand, but only focus on increasing production and then sell it.

Customer-oriented approach

After 90s, the manufacturers realize that the things to consider is customer. Why? Because the competition is more tight. They find a way to win the competition. Afterwards they find a way : pay big attention to customer’s need. By focusing on customer’s want and demand they can differentiate the product from their competitor’s product.

Now, the companies determine plans based on customer need so that they integrate all the activities from production to selling to fulfill and satisfy customer’s want.

This approach has an awareness that it is important to build remarkable product and putting the customers in the first place. It means building a product to satisfy and meet the customer’s demand.

This is a key of customer-oriented marketing approach.

I recap the essence of customer-oriented approach: Basic human needs are the key of customer-oriented marketing. So wants, needs, or demands of people are fundamental concept of customer-oriented marketing.

If you want get comprehensive knowledge regarding customer oriented vs product oriented, browse here.

Customer-oriented marketing concepts

1. One of the metrics in this approach is measuring customer value.
There are many ways to measure this value. One of the simplest is : is your product liked by users? Is your product or your service usable for them ?

You can find them out by getting a feedback from customer through questionnaire, customer gathering session, survey via email, speaking directly or via form in your website, communicating with your audiences in social media site, and so on.

2. Based on concept number one, you must create a value for the customers with deep understanding of their demands so you can customize or mix your product based on this. The successful product mix that you develop will deliver the real values for the customers.

3. Once creating an effective strategy that is mentioned at number two, you will get satisfied customers. This customer can lead to customer loyalty which benefits both you and your customers.

4. After serving your customer, do not forget to request a customer feedback.
Customer’s feedback reveals if your product or service is acceptable and suitable for your customers.

5. When you get the feedback, analyze it.


It will be easier if you implement Marketing Information System so you can get comprehensive information about this.

Based on the information of your feedback, you can decide what product you will develop, related to current and future customer’s need.

The conclusion is you can mix or modify your product for long-term customers, fulfill their needs, and give a solution to them for getting success.

Finally, this is summary of Customer Value Marketing Concept. You can read another links that I have mention above to strengthen your knowledge about this concept.