Market Orientation

Immense competition as a consequence of changing customer needs and access to global markets has led many organizations to become marketing oriented. Organizations use market information for planning and implementing strategies in accordance with market, such as new product development, competitors performance and movements, making alliances, exploring new markets, bringing investors etc. Thus market orientation is the organization-wide generation of market intelligence, dissemination of its intelligence across departments, and organization-wide responses to it (Meek et al. 2007 p.34). Marketing orientation provides organizations with the opportunities to engage in activities aligned towards developing an understanding of customers needs and future expectations these activities also