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Marketing Orientation
Part one of term paper
« Change is recognised as endemic and adaption considered to be the Darwinian
condition for survival. Changing needs present potential market opportunities
which drive the company. »
( Jobber. D. 1995. Page 7.)
Marketers have recognised that marketing is a human activity, which facilitates the aim, of satisfying the needs and wants of cons ...
Part two of term paper
... based upon a company-wide acceptance of the need
for customer orientation, profit orientation, and recognition of the important roles of marketing in communicating the needs of the market to all major corporate departments. »
(as quoted in Kohli.A.K. & Jaworski. B.J.1990.page 3.)
Consequently, market orientation is seen to mean 'the implementation of the marketing concept'.
A brief outline of market orientation.
Kotler (1994) discusses four business philosophies or orie ...
Word count: 891 | Approximate pages: 4
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