Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy. The CEO stresses that the new mission statement should be market-oriented rather than product-oriented. Which of the following mission statements will best suit the company?

Question

BlackTom AI · Accepted Answer

The task presents a question about choosing a market-oriented mission statement for SatinSilk, but there are no answer options provided to analyze. This makes it impossible to compare choices or justify which one is most market-oriented versus product-oriented. What we can do is assess the single given candidate answer and discuss why it might be considered product-oriented rather than market-oriented, and then outline what a truly market-oriented mission would emphasize.

- Candidate option provided: "to give customers the complexion they dream about by providing products suited to their needs"
  - This statement centers on a specific outcome (the complexion customers dream about) and ties that outcome directly to the company’s products. It frames success in terms of product performance and a desired end result for the customer, which is characteristic of a product-oriented approach. The phrase "by providing products suited to their needs" still anchors the value proposition in the products SatinSilk offers, rather than in a broader market problem or opportunity.
  - A market-oriented mission would typically focus on understanding and addressing broader customer or market needs, preferences, or problems, possibly mentioning segments, value delivered to a group of customers, or the broader benefits to society or the market as a whole, rather than specifying a particular product outcome.

- Why this choice may not align with a market-oriented stance:
  - It emphasizes the product (the complexion achieved by using SatinSilk products) rather than the underlying customer problem or market need SatinSilk aims to solve.
  - It does not explicitly reference market segmentation, customer groups, competitive positioning, or the broader value SatinSilk seeks to create for a defined market.
  - It implies a solution (products) rather than a customer-identified need or opportunity, which can signal a product-centric orientation.

- If the goal is to select or craft a truly market-oriented mission, you would expect language along these lines:
  - A statement that identifies a customer need or market opportunity and describes how SatinSilk will create value for a target group (e.g., addressing concerns about skin tone, skincare accessibility, or confidence) without tying the message too tightly to a specific product.
  - Emphasis on delivering superior value to customers and capturing a meaningful share of the market, rather than promising a particular product outcome.
  - Broader framing such as "to help people feel confident in their skin by offering accessible beauty solutions that meet diverse needs" or "to empower our customers with trusted skincare choices that fit their lifestyles".

- In the absence of other options, you can recognize that the provided candidate leans toward product-oriented logic, and recommend ensuring future options articulate market-oriented reasoning that centers on customer needs, market opportunities, and value to a defined audience rather than a single product promise.

MKTG2201.34026.202330 MKG 8 Practice Questions

Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy. The CEO stresses that the new mission statement should be market-oriented rather than product-oriented. Which of the following mission statements will best suit the company?

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MKTG2201.34026.202330 MKG 8 Practice Questions

Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy. The CEO stresses that the new mission statement should be market-oriented rather than product-oriented. Which of the following mission statements will best suit the company?

View Explanation

Log in for full answers

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