Define the term 'product orientation'.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2017). The mark or mark type is shown in brackets.

1. [1] Product orientation is said to be an inward-looking marketing approach
2. [1] which has a focus on making products
3. [1] and invests a high proportion of resources on product features rather than marketing
4. [1] The product is made without carrying out market research
5. [1] and then the business tries to find customers to buy it
6. A definition that merits 2 marks will contain 2 of the 5 points listed above.
7. A partial definition worth 1 mark will contain only 1 of the 5 points above.
8. (2 marks) Sound definition
9. (1 mark) Partial definition
10. (0 marks) No creditable content
11. [Explanation] this is an outward-looking marketing approach where product decisions are based on customer demand as determined by market research.
12. [Explanation] it is said to be very important in fast-changing, volatile, consumer markets as it allows speedy response.
13. [Explanation] market research feedback allows production and marketing to be adapted to the needs of customers before competitors get there first.
14. [Explanation] it may well reduce number of market failures for newly-developed products.
15. [Explanation] it reduces high cost wastage of producing an unwanted product.
16. [Explanation] if business responds continually to customer preferences it is more likely to be a sustainable business.
17. (3 marks) Sound explanation of two advantages to a business of customer orientation.
18. (2 marks) Sound explanation of one advantage to a business of customer orientation or partial explanation of two advantages.
19. (1 mark) Partial explanation of one advantage to a business or list of two
20. (0 marks) No creditable content