Marketing Orientation

Introduction « 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 consumers through an exchange process. The market concept then consists of recognising and creating consumers' needs and wants , which then creates a potential market opportunity, which …showed first 75 words of 889 total…

…showed last 75 words of 889 total…and services in response to customers' needs, thus making employees more likely to respond to changes. Interdepartmental connectedness, as opposed to conflict, is regarded as fundamental in creating a sound organisational environment which will work towards optimal market orientation. Lastly, organisational structure and systems is an essential factor in attaining an effective market orientation. As Stampfl argues in Jaworski and Kohli's 1993 paper, 'it appears that formalisation and centralisation are inversely related to an organisation's responsiveness'.