market orientation as aperoach recuiring orgenizations to gather . The Market Orientation. By Nonmarketing managers mat conmanticate with marketige information abeiA the 1950s, some businespeople managen to share information important to anderitanding the cuntomer needs, share thad bcgan to recognire that even eff- customer. Conalder the neary 130-yeat hiatory of Wrigley's information throughoet tiv firm, and ise that promotion did not guarantee sales. ing powder (the compam/s original product). The gum was information to heip build . These businesses, and many others launched as its own prodact in 1893 , and after four generations bog-term relationhips with since, found that they must first of Wripley family CEOs, the company confinues to reinvent cuntomers determine what customers want itself and focus on consumen. Eventually, the family made the and then produce it, rather than decision to sell the coenpacy to Mars. Wrigley now functions maling the products first and then as a standhione subeidiary of Mars. The deal combiaed iach trying to persuade customess that popular brasds as Wripley's gims and L.ife Savers with Mars' they need them. Managers at General Electric first sugecsted MEMS, Snikkers, asd Skitles to form the worli's largest conthat the marketing concept was a companywide philosophy of fectionary coaipury. doing business. As more organizations realized the importance of satisfying customen' needs, U.S. bosinesses enterod the marTrying to assess what customern want, which is difficul to begin keting era, one of market orientation. A market orientation with, is further complicated by the rate at which trends, faut. requires organimations to gather information about customet ions, and tastes can change. Bawinesses today want to satisfy. needc, share that information throughout the entire firm, and customers and bolld meaninglul longerm relationstips with ase it to help build longterm relationships with castomers. them. It is more efticient and less expensive for the company Market orientation is linked to new product innovation by to retain existing custumens and sven increase the amoumt of developing a strategic foces to explore and develop acw prod- business each cuatorer peovides the organization than to find wets to serve target markets. 5 For example, the popular outdoor new customen. Most comopuries' success depends on increasing Hore REI allows consemers to retum most products within the amount of repeat business therefore, relationship building one year for a foll refund. Electronics have a sborter window between conpang and customer is kcy. Mary compunies are for returns. A "user-frieodly" return policy helgs. REI belter turning to technologies arsociated with customer relationship serve its customers' deiires to feturn merchandise without time management to beip beild relintionahips and boost business with pressures. 6 Top executives, marketing managers, nonmarket- existing customers. For eample, Birchbox, a beauty subscriping managers (those in production, finance, human tesources, tion lervice, looks to its social media netwocks to collect and and so oo), and customers all become mutally dependent and respood to castomer fcedhack. The company uses Facebook cooperate in developing and carrying out a market orieotation. to create edacational posts so help its sabseribens leam how to KRAFT HEINZ PLAYS KETCHUP The world of condinents bus becone like wocads oil. In iemponse, Krat Heint has oeatisg ad catraigrs, in the wary cornpetilive. incrasingty competilive over the pait expanded its product selection to holve condinert space where tastes cho change overdecade. This hoids especally true for maybar heathier options and tew flevon like roachod moge. Heire has a lough task to stoy a nationally naise. Comparies like Helmane's and Kirat peric and saicy oripotie flivors. Hienx are strugging to hodd their market share Kraf heite has aks thvested in advetise on mayonaise as tosith food trends grow and meet campeigs deligned to market is sew smoller companies ty to fill that niche. However. Hevors lave Moyochus, which is a combeabon st Krat Hhive hes a plan to adapt to teends and maytmaise sad ketchup. The canpaign ased grow it marked share. comemers wate for whether they wamted With growing heath tiends, consuiners are Meyochup in stores. Once Heirs made the deotits high fat content. As cossumers move away inclatiog loodin. "loptier lifstyle" roolal and whet lype af date did it colect, primary or trom traditionsl mayo, now brands have popped major medla outleth, seconden? up oflering heakitier versibes of mayo that suo- Heiru hes beea herd at work to compete by 3. what ppe of segmectation variabies is Hein stthate tradtional of with beatither ingredients refining is peoduct offering sobstiras, and wisg tor to Mtyochup advertsing? 1. How are evolving consumer perceptions changing Heinz mayonnaise products? 2. Describe how Heinz used consumer interaction as a form of marketing research. What type of data did it collect, primary or secondary? 3. What type of segmentation variables is Heinz using for its Mayochup advertising